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Considerations for Using Facebook for Business

Businesses get really excited about Facebook when they see news like:

The amount of content consumption taking place on the popular social network has also grown substantially where nearly 1 in 4 page views in the US took place on Facebook.com for the week ending November 13, 2010. The market share of page views for Facebook.com was 24.27% last week, 3.8x the volume of the 2nd ranked website YouTube.com with 6.39%. – Facebook.com generates nearly 1 in 4 page views in the US | Hitwise

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How Much Does Each New Customer Cost?

Money, Money, MoneyHow much does each new customer cost your business? Businesses love to dump money into Google AdWords campaigns, but then they ignore what the results are telling them. A lot of companies are spending more on a acquiring a new customer than that customer is giving them in return. Cost per acquisition is a valuable statistic for understanding whether you’re actually getting something for all the money spent in advertising.
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The Wrong Way to Social Network

Social networking (using the social web) is about connecting with people — asking questions, having conversations — basically the same things you would do if you were talking in-person.  Yet many companies still treat social media like traditional media — as a way to distribute marketing and advertising messages.  While social media does provide a cost-effective way to reach a targeted audience for marketing, the real opportunity is in making personal and human connections with that audience.  Here are some of the most commonly repeated mistakes I see when it comes to social networking and using the social web:
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