Article by Nathan Todd , ASBAS Advisor, Western Sydney Business Centre

There is no doubting that Facebook has become almost a must have if you run a business (depending on what industry sector you are in) but as with most things there are going to be pros and cons. The following is a list to consider before you embark on your Facebook journey.


  • Brand awareness

The main benefit for Facebook is the opportunity to grow your online presence. When starting a small business, the main obstacle in your way is making your business/product known online (becoming reputable), and with Facebook being one of the largest social media platforms, it will help you gain exposure to potential customers.

  • Increasing website traffic

Did you spend a lot of time/money creating the perfect website to represent your business only to realise that nobody is actually viewing it? Facebook is a great tool to drive traffic to your website organically and also through paid campaigns.

  • Customer communication and monitoring

Facebook allows you to interact with your clients through private messages, comments on posts and also gain feedback through reviews. Making use of these free tools could be the key to perfecting your business/products online- feedback from clients is priceless. Use data from your page’s ‘Facebook Insights’ to understand what content works best and plan for the future. If you don’t know what your clients are looking for then how can you market to them?


  • Time and resources

Setting up and running a Facebook page requires time and investment. One way to counteract this is to potentially have a member of staff or a family member control it for you. That way they will have enough time to manage the page well and create engaging content.

  • Skills and budget

The staff/family member who manages your Facebook page may need training to ensure they have the right skills. They should be able to plan and create content, respond to enquiries and complaints, and represent your business.

  • Negative feedback

By your following having access to your posts and reviews section, they also have the chance to voice their opinions regarding your business/products. It is important to handle these complaints well as your response will be under scrutiny from your audience. Negative reviews are still important to your business as they held you grow, it’s also your chance to turn a negative review into a long-term client.