If you look around, a growing number of companies, particularly consumer-facing brands, are driving consumers to their Facebook Pages rather than their Web sites.
This approach is based on the idea Facebook Pages are interactive, engaging and able to dynamically deliver a steady flow of content to attract and retain existing and potential customers.
In many respects, a Facebook Page and a Web site are now seen as a one-two digital combination that meets the needs of different kinds of online users, while providing a company with extensive digital coverage.
It raises the question of whether a Facebook Page has become a necessity or if it’s still an option. My take is a Facebook Page has become an integral part of a digital arsenal for most companies, and not having one is akin to not having a Web site in the late-1990s.
The emergence of Facebook Pages has a must-have corporate entity has happened quickly. It was not that long ago that companies were cautiously experimenting with Facebook Pages because they were seen as rivals to a corporate Web site. Facebook Pages are now seen as an integral part of the digital mix.
This is especially true for brands looking to engage with and build relationships with consumers. Facebook Pages have joined Web sites, advertising, e-mail and direct as marketing and sales as corporate staples.
One of the reasons Facebook Pages have become so essential is they offer different features and functionality than other things a company does online.
Consumers, particularly those who spend a lot of time within Facebook, like the ability to have a relationship with a brand in a new and different way. They like the content, the interactivity, and the ability to consume and share information. Facebook Pages are different beasts that serve the needs of consumers in different ways.
The biggest challenges for companies when it comes to Facebook Pages is having the resources (aka people, time and money) to make them run well and meet the expectations of consumers. It means generating a steady flow of content, which is more than just status updates and Wall posts. It may involve creating custom applications or coming up with creative ways to get consumers involved.
Facebook Pages can be a lot of work but it’s the price of admission if a company not only wants to play well but wants to compete with rivals who are running their own Facebook Pages. As long as a company is willing to make the investment to make a Facebook Page happen, having one can be a no-brainer.
For more thoughts on the necessity of a Facebook Page, check out this blog post (4 Reasons Why Your Business Needs A Facebook Page) by The Network.