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Blog Posted in avatar   A Shipkus's Blog

FACEBOOK – the good, the bad and the ugly

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By A Shipkus
Posted Mar 29, 2012 in Driving
Today, my focus is Facebook. And, ok, maybe there’s nothing “ugly” to report, but I had to use a little creative license to get you to start reading…
While Clark Heintz & Equipment LLC has been transitioning to our new website, I’ve been a little lax in posting to FB because of the many other things that have taken priority. I’m realizing how important it is to stay “checked in” to our industry community, for a number of reasons.
FB is one of the many online networking avenues we’ve explored – along with, now, the majority of small businesses out there. Since it has grown by leaps and bounds in popularity, and offers a (FREE!) platform for businesses to get their name out there, it’s really a no risk, no-brainer mode of communication. We can connect with current and potential customers, add as many photos and as much business info as we’d like, and have a dynamic platform with which to get our information out there. Popular/ free / dynamic is an awesome combination, when you think about it. There are plenty of free interactive websites out there that allow you to post articles or links, or PDFs. But are they good quality? And who are they targeting?
As far as the “dynamic” element, using Facebook regularly keeps you on the radar of everyone with whom you are connected. SEO algorithms are based around how often websites change and how often people are posting to them. Websites that are being updated often, with blogs being updated often, carry more weight in the eyes of Google. It makes sense; if you are working hard to offer fresh, unique content for folks, Google will reward you for it! And as a website peruser, I know if I’m looking to buy something and stumble upon a website that hasn’t been updated since 2007 I’m more likely to find one that appears to be more current, e.g., “more valid.” Facebook is not factored into those algorithms, because it’s so widespread and “easy,” but it’s the same concept. The more often you post, the more people are aware of you. It’s just a good habit to get into for when you start blogging and need to stay consistent with posting!
One other great thing about Facebook is, YOU are choosing your audience. Case in point: We collect data from all of our customers, whether they are online customers or through the shop. We make sure we ‘friend’ each of these people on Facebook so they can stay in the loop with us if we are offering any promotions, or running sales. We’ve established a working relationship with them already, so it’s a logical next step. It’s a great non-invasive way to stay connected, yet if they see something that catches their eye, they can shoot a message to us. The other point I wanted to mention about the friend list on Facebook, is that it can evolve so easily and quickly. I just had a local Facebook friend in the auto industry recommend a bunch of his friends to us, presumably because we have mutual interests in the auto industry. A targeted audience has so much more potential for a business owner. I mean, it’s nice to be connected to your grandmother on Facebook, but is she going to be interested in buying a car lift?
I think because Facebook is so widespread, small businesses have that working in their favor. However, the counterpoint is that it is SO popular that your posts get diluted by the hundreds of others who are posting, too. But. I think, ultimately, it can’t hurt. It’s where people’s attention is now, and maybe 1 in 10 posts grabs someone attention, but given the amount of time it takes to post, that’s not so bad. The bottom line is that we stay on the radar of those who might be interested in what we have to offer. And conversely, we can learn more about our customers by their posts, and hopefully develop a continued and better working relationship through that knowledge.
So..please don’t forget to “like” us – you can find our business page here: [url=http://www.facebook.com/pages/Clark-Heintz-Tools-Equipment-LLC/175943479086121?sk=wall]http://www.facebook.com/pages/Clark-Heintz-Tools-Equipment-LLC/175943479086121?sk=wall

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