Let’s start with one simple fact: your business needs a social media presence.

It doesn’t matter if you run a small local company or a big national organization. Social media is an essential piece of your business marketing strategy.

Social platforms help you connect with your customers, increase awareness about your brand, and boost your leads and sales. With more than three billion people around the world using social media every month, the users and engagement on major platforms just keep increasing.

There are a lot of social platforms from which to choose.

Facebook is an important social media network to include in your marketing strategy because it has billions of users around the world.

Around 2.5 billion people use Facebook every month to connect with friends and family and to follow brands and other companies.

As a result, with so many people on Facebook, it’s not hard to find new customers/clients and build long-lasting relationships. In addition, Facebook’s ad formats and Pages are designed to capture attention and prompt action. They offer creative flexibility, work across devices and are built to help businesses reach their relevant goals.

I also like the informality of Facebook coupled with regular LinkedIn use, especially for B2B companies. What I mean by that is that Facebook is a great place to build relationships with people you already know. It’s also a place where you should talk about what you do in laypeople’s terms because people like to refer business to people they know and like.

Many individuals don’t talk about what they do on their personal social media networks and that’s a missed opportunity. While you don’t want to talk shop, be formal or brag about your successes, there is a way to highlight what you do in a genuine way.

I know many of you tell your family and friends that you’re a lawyer but you don’t elaborate on what exactly you do. And while you don’t need to get into the specifics of your debt financing or mortgage-backed securities experience, you can instead talk about it in terms of your passion for what you do. That may very well lead to your loved ones and friends thinking of you for future work.

Between event and thought leadership posts, profiles, animations, GIFs, memes, Facebook Live and more, a Facebook content strategy has to be carefully thought-out and executed.

What message do your customers/clients want to see, how are they going to identify with your brand, and what will get them to click on your post or comment on it to start a conversation? That’s what should be at the heart of your social media strategy.