I find that for a lot of people, Facebook marketing consists of creating a Facebook page (or worse, a Facebook profile) and gathering a few “fans” who will give them just enough inspiration to feel they are being productive. They will put the Facebook “f” on their website in order to appear more modern, and keep their fingers crossed hoping that somehow Facebook will increase their profits.

There is a lot of confusion about Facebook, and especially for small businesses. However, small business is not alone, and unleashing the real value of marketing using Facebook is elusive for many companies. Efforts are often just enough to keep the person signing the checks on board for another 30 days for more trial and error. Poor planning and lack of measurement are commonplace in social media marketing, but that is not an effective way to run a marketing campaign.

Think about paper clips for a moment. They are about the most basic thing you will find in your desk drawer. When you consider your marketing, try to imagine selling paper clips. You probably do not think much about what brand you are buying when you need to replenish your paper clip supply. This is likely true of your product or service, too. Unless people have a good reason to remember you, it will be a lot harder to grow your paper clip market share and to become more prosperous.

If you challenged multiple companies with a truckload of paper clips to sell, somebody would sell out sooner than the rest. One would almost surely hit their stride and empty that truckload of paper clips before the others, and there must be a reason.

I guess it should not shock me to see the many Facebook profiles with a company logo or even a company name instead of a person. It seems that a lot of people simply do not realize the difference between a Facebook Profile and a Facebook Page. I will break this down really simple for anybody who is confused.

• Facebook profiles are for people, and not businesses. Facebook will delete your account for using a profile for a business. They may not catch each one, but I have seen it happen, and there are a lot of people out there who will report businesses using Facebook Profiles for business. It is written clearly in the Facebook rules as follows: “You will not use your personal profile for your own commercial gain”.
• Facebook Pages are for business, and include features that are better suited for a company seeking to do business on Facebook. They are easy to create, and may save you from a deleted account. Go and check it out for yourself. Here is the link to create a Facebook Page.