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Yes, Facebook Is a Business Tool

by Paul Chaney  |  
November 17, 2009

The following article is based on an excerpt from The Digital Handshake: Seven Proven Strategies to Grow Your Business Using Social Media (

Much the same way a power company connects homes and businesses with electricity, Facebook is a "social utility" designed to facilitate connections between people as well as businesses.

Accordingly, it can be highly useful as a business tool. This article addresses various ways that businesses can market using Facebook.

Facebook Public Profile

A Facebook Public Profile (aka a Facebook Page) is an ideal place for businesses to establish a beachhead within the social network. It is, also, one of the most overlooked.

I've noticed that many companies use other parts of the platform (Groups and personal profiles, in particular) to set up a presence, but they never bother to create a Public Profile.

One possible reason may be that Facebook lists Public Profiles under the advertising category, which may lead people to believe it is a premium feature. It's not. Businesses can set up a Public Profile at no cost.

Facebook Public Profiles, which mimic user profiles in design and function, allow users to express their support of your business by adding themselves as fans. They can write on your Wall, upload photos and videos, and join other fans in expressing opinions on topics introduced in discussion groups.

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Paul Chaney is a veteran digital marketing consultant, trainer, writer, editor, and author of four books, including The Digital Handshake: Seven Proven Strategies to Grow Your Business Using Social Media. Reach him via

LinkedIn: Paul Chaney

Twitter: @pchaney

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  • by Christine Tue Nov 17, 2009 via web

    Thanks for discussing the different tools that Facebook has to offer and will help with my Facebook Page.

    Check out my Facebook Page:


  • by Emily Tue Nov 17, 2009 via web

    Anyone else had an issue of trying to create a business page only to get an error from Facebook saying that the name is restricted and you must contact support to get that business name? Have seen several people on Twitter encounter the same thing, and as the authorized rep for the company, I'm pulling my hair out for some help - over 6 months with no response from Facebook. Any help would be GREATLY appreciated.

  • by Paul Chaney Wed Nov 18, 2009 via web

    Emily, unfortunately I've not experienced that problem to date, though I have had issues that led me to contact Facebook support (or lack thereof is more the case). I'm still waiting and it's been months.

  • by Emily Wed Nov 18, 2009 via web

    Thanks for the reply Paul. If you ever do find someone at Facebook willing to help, please let me know. It's extremely frustrating!!

  • by Stef Sun Dec 6, 2009 via web

    This tool be seen by managers as 'inviting criticism?' Obviously an open dialogue is the benefit of this tool so can you suggest any 'harm minimization' strategies?

  • by Brian Wed Dec 23, 2009 via web

    This is all about to change. The biggest part about FB's new changes is that interactions on pages are not going to show up in your fans' news feeds. It really stamps out the viral effect.

  • by Alexa Samuels Wed Feb 17, 2010 via web

    Paul, very helpful article. Thank you!

    FYI, when I checked into Lexicon, I received the following message:

    "Thank you for your interest in Lexicon. We are removing the Lexicon product from Facebook for the time being. We may bring components of Lexicon back in the future, but we are focusing development on our analytics tools for Page owners, advertisers and Platform developers."

    I'm sure it was operational at the time of writing. Keeping current is the biggest casualty of the hyper speed at which social media evolves.


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