Should my business have a Facebook page?

How do you decide if Facebook is the tool for your business? Consider these points:

Why does the average Facebook user engage with social media? It’s primarily a bit of escapism, to step away from the daily grind and relate on a social level. If the kind of business or service you have lends itself to this kind of model of brand awareness, then a social media page might be a good idea.
Do you want your customers or clients to learn something new, do you want to educate them towards more informed choices? A Facebook page can be a good source of content for personal development or information. It will build trust with the people you’re trying to reach, and in this way become a good marketing tool.
How would your average customer or client (who is not aware of you yet) search for your product or service, however? Someone who is ready to buy a product is not going to necessarily look for it on Facebook – they’re probably going to use a search engine. In this case, a Facebook page performs poorly as a sales tool.