Is Facebook the Platform for You?

by Daniella Postavsk

Facebook is the most popular social media platform, with 1.59 billion monthly active users.1 At this point, the expectation is that every business has an active Facebook page with which customers can interact. A business without one risks seeming inexperienced online.

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But given that the platform places heavy filters on anything you post, with the typical unpaid post reaching only 16% of your followers, it’s important to take a look at the facts before jumping aboard the Facebook train.

While it does have a huge share of the market, younger demographics are spending less and less time on the platform, preferring trendier apps like Vine or Snapchat. Ask yourself who you want to reach and what kind of content you want to share. If your audience is made up of mostly 15- to 25-year-olds, you may want to consider using something other than Facebook.

If you do decide to jump on the train, a little research and good planning can help you make Facebook work for you.

 

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1) Statista, “Number of monthly active Facebook users worldwide as of 4th quarter 2015 (in millions)”: http://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/

2) “7 powerful Facebook statistics you should know about” by Belle Beth Cooper (Dec 2, 2015): http://www.fastcompany.com/3022301/work-smart/7-powerful-facebook-statistics-you-should-know-about

3) “Post, Pin & Tweet: The Best Time to Outreach” by SurePayroll (Apr 29): http://blog.surepayroll.com/post-pin-tweet-best-time-to-outreach/

4) “Demographics of Key Social Networking Platforms” by Maeve Duggan, Nicole B. Ellison, Cliff Lampe, Amanda Lenhart, and Mary Madden (Jan 9, 2015): http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/

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