Often, non web-savvy business owners will hear about how popular Facebook is, assume they need to be represented there at any cost, then whip up a quick and dirty profile with no ongoing management plan just to be able to say: “My business is on Facebook”. Needless to say, this can risk you projecting a confusing image, or worse, appearing lazy/lackluster for not committing to a regular posting schedule.

The reason I’m focusing on this topic is because it’s in every business owner’s best interest to really think hard about their business before making the jump to Facebook. Some questions you should ask yourself:

1. Do I have the ability to make my field of business come across as “interesting” to my target audience?

2. Do I have enough time and shareable content to be able commit to a regular posting schedule?

3. Is my business’s image engaging enough that I can jump right into Facebook without a significant rebranding?

If you can honestly answer “yes” to these three questions, then chances are you’re ready to start a Facebook business page. Social media users are notoriously short attention-spanned with the content they consume, so the more “interesting” your field comes across as, the more likely you’ll be able to craft a brand message that appeals to this audience. This isn’t to say that any business can’t have an engaging Facebook presence, but it really comes down to what product/service you have to offer and how dedicated your social media manager is.

So how do you decide when your business is ready to make the jump Facebook? First, consider your audience’s relation to your product. Are they excited about it or is it just something that they need, but don’t necessarily have an emotional connection to? Is it something they begrudge (a clamping/tow truck company)? Something “mundane” (a laundromat)? Or perhaps something that’s controversial (a political cause)? It’s up to you to decide on whether the public perception of your message makes it worth the time commitment and overall effort.

To conclude, one of the most engaging part about a business’s Facebook page is it’s voice. Even having just cautioned businesses in fields where upkeeping a Facebook presence might prove challenging, it still stands that a competent social media manager can write a compelling brand message regardless of business type if they’ve done their research and understand their target audience. So, to answer the question posed in the title of this post: “yes”, as long as you are fully committed to establishing a compelling voice and have the time/resources to follow through on it. Otherwise, it might be time to seek outside help.

This is understandably a big decision: outsourcing your social efforts is tantamount to handing over the keys to your brand messaging, since you’re essentially agreeing to let someone else speak under your company voice. The case for doing so, however, is sound: according to Forbes, over 60% of small business owners who tried managing their social accounts by themselves saw virtually zero return on investment in the first quarter or 2013 because they weren’t doing it correctly. If you’re willing to take that step and let the experts handle it, choosing the right online marketing team is essential, as the closer a relationship you have with your marketers, the more personal and sincere their Tweets, Facebook posts and all other interactions will come across as. In a nutshell, personalization of messaging combined with adherence to social media fundamentals is the key to success, which is why businesses that use social channels the right way end up with nearly double the leads of businesses that don’t.

Go Boutique For Communication’s Sake

Sometimes less is more. Small boutique design agencies typically have hyper-focused, close-knit teams that cover all core areas of web marketing (design & build, SEO, social, blogging, development) while offering the crucial element of close client communication. Choosing an agency that allows you to have regular Skypes or conference calls with the actual person who will be posting under your company’s name makes an enormous difference. For all their experience and wide client bases, large agencies usually don’t offer that personal touch unless their internal communications are extremely streamlined (which, trust us, is rare).

Brand copywriting for social media is a sensitive beast: the exact words used in your individual posts and tweets can mean the difference between leads generated and going completely unnoticed. Without knowing the fundamentals and best practices behind how to engage your social audience, it’s difficult to get value out of your time commitment if you’re managing your profiles yourself. In other words, setting aside a budget for boutique-style social media management services may be one of the best marketing decisions you ever make.

Image Credit: Angel Investment Network