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Facebook Era, The: Tapping Online Social Networks to Market, Sell, and Innovate, 2/e by Clara Shih

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13. Advice for Small Business

Some of the tactics and strategies we’ve covered in this book aren’t realistic if you’re a small business owner. You don’t have the time, the budget, or perhaps the need. Many small businesses, especially sole proprietorships, don’t have a dedicated online marketing person, much less the luxury of a dedicated social media manager. I don’t recommend that most small companies invest in building fancy applications or Facebook for Websites integrations unless it’s absolutely core to your business. It’s easy for brands to justify heavy investment in custom apps and creative because they are guaranteed millions of customer impressions and interactions. It’s harder to justify that expense when your customer base is substantially ...

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