Businesses can't afford to ignore Facebook, businesses have to pay attention to what's going on in the marketplace and apply web 2.0 website strategies. There are a wide range of people and interests on Facebook, but first and foremost it is a social network and not an advertising venue. The conversation between business and customer goes both directions, so a business putting up a business Facebook fanpage is opening up communication with customers who 'like' their fanpage and become fans. This needs continuous monitoring and business engagement. This is a huge opportunity for business owners to find out what their customers want and their expectations, and their experiences doing business with you. Listening, offering a little something as a thank you for being a fan goes with the territory. Responding to criticism and showing how you take care of problems is important to show fans that you truly care. Doing things right with customers/fans leads to word of mouth spreading like light speed.There is no greater opportunity to learn and develop a loyal customer base that will help you with your branding. It certainly helps small businesses compete with larger companies. The great rule to follow is it should be 90% giving and 10% selling. Stay customer focused, provide valuable content through a customized business blog that links to your Facebook page, and 'cross-pollinate' between the two mediums. It's important to include Twitter in this conversation because it too must be used properly to build a following. Twitter is an immediate communications tool that should be used to communicate events, promos and invitations to Facebook, the business blog and the website where business can be transacted.
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