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The 3 Smartest Ways to Use Facebook

I had a two-hour working lunch/strategy meeting with my good friend, frequent collaborator, and digital marketing genius Nicole Krug the other day. When she mentioned that a couple of our clients just had huge drops in organic engagement on Facebook, I knew that Facebook had changed their algorithm for the umpteenth time (so if you noticed a huge drop, too, that’s why).

So of course I start thinking about B2B Facebook marketing for small businesses. Even if you still use Facebook, is it worth it anymore? I did some research, and the answer is yes. Not an overwhelming, exciting yes, but a yes.

There’s just one caveat: Keep using Facebook if it’s working for you and helping you meet your goals, no matter what they are. If it’s not, dump it – and don’t feel bad about it.

The best advice I found was on The Agency Post, which featured tips from startup founders who are members of the elite, invite-only Young Entrepreneur Council. They all had great advice, but I pulled out three of my favorite recommendations below:

Use Facebook for recruiting

“Facebook has not been an ideal channel for lead generation or thought leadership, but it does provide an excellent platform for spotlighting company culture. Demonstrating what makes our company unique is an invaluable recruiting tool as candidates seek to get a sense of a company’s personality outside of the positions available. We get to be more playful and relaxed on Facebook.” Sharam Fouladgar-Mercer, AirPR

Use Facebook for customer service

“Facebook is important for business because it’s where consumers engage and share. In particular, it’s a critical touch point for customer support. Whether a company likes it or not, Facebook is a place where consumers go to post about their challenges or ideas for a brand. So it’s still a best practice to always have a presence on the social network so that customer service issues can be addressed.” Doreen Bloch, Poshly Inc.

Use Facebook to build credibility

“When potential clients are first looking up our company online, they are not just learning about our product, but also seeing our company’s credibility. Facebook is a major platform for businesses, and if we’re not on there, it may send a signal to potential clients that we are not fluent in today’s online tools. We view Facebook as an avenue to build our company’s credibility.”

Nanxi Liu, Enplug

What do you think? Are those good reasons for your small business to stay on Facebook?

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Author information

Monika Jansen

Monika Jansen is a freelance copywriter and editor who helps with companies of all shapes on sizes kick their content up to the next level. You can find her online at