When it comes to free communication advice I've doled out over the years, the number one topic of conversation is social media for business.
The processes involved in setting up and managing social media are best learned via workshops and tutorials, because of the level of detail involved.
But the question most frequently raised during casual conversations with friends in business is, "There are so many social media platforms: Facebook, Twitter, Instagram, Pinterest. Which one should my business be using?"
Depending on the product or service, I wrestle with the most appropriate 'runner up' suggestion. But when it comes to the best social media platform for business, my first choice is always Facebook.
You simply can't go wrong with a potential audience of 1.55 billion active users.
According to a 2015 study by Forum Research, 75 per cent of Canadians earning between $80K-$100K use Facebook. Users visit the network nine times each week on average.
As the largest social media network in the world, it is Facebook's versatility that makes it the clear winner for business. The ability to share both content and images with minimal maintenance makes this online medium a powerful marketing tool.
With a few dollars spent on Facebook's highly targeted advertising campaigns, businesses have the ability to get in front of their ideal audience.
If you are going to start somewhere, let Facebook be your first choice.
But don't kid yourself.
The junior apprentice in the office, who seems to be very active on Facebook, will not necessarily have the skills to turn your Facebook business page into an effective marketing tool.
Facebook for personal use is wildly different from Facebook for business.
Not only that, but your business voice, that is the personality and language used to deliver your business messages, is intentionally cultivated.
Not everyone can deliver the appropriate voice for your business.
Your fans on Facebook will pick up on inconsistencies if the common voice is not regularly used.
For example, imagine that the person managing your Facebook business page responds to an online complaint with: "We're sorry. Thank you for your message. You will receive a response within two business days."
A month later, the new person managing your Facebook engagement responds to a similar scenario with, "Sorry to hear that your visit was less than it should have been, Sharon. Thanks for letting us know. We've passed your feedback onto management and we're changing our process so that we can get it right next time."
You can bet your followers will wonder whether Dr. Jekyll or Mr. Hyde is running the show. How can customers trust your sincerity as a business if your voice changes so drastically?
There are many other facets involved in using Facebook for business and just as many online resources to help you along the way.
Find some advisors you trust, learn their best practices, and then jump right in. Facebook offers more to business than any other social media platform, making it the best online medium to start with.
Until next week, stay in the black and keep coming back.
