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How to put your business on Facebook

Posted on 19 Mar 2009 at 17:49

One major UK restaurant chain regularly takes advantage of the fact that the two main places for user comment, walls and discussion boards, only show the most recent messages on the front page. By seeking out negative comments and then actively encouraging positive messages (for example "What's the best thing on our current menu and what favourite would you like us to bring back?"). The responses rapidly push the damaging comment on to the second page and out of sight.

Targeted advertising
On a more positive note, Facebook provides a superb, highly-targeted advertising platform. Using this you can ensure that your ads are only seen by people within a particular location or demographic, or people with a certain interest. If you have a pub to let in Doncaster, for example, you could target ads within that area, and at people within the right age range to run a pub.

Vetting new recruits

Facebook isn't only a communication tool: employers and HR departments are starting to use it as a part of their applicant screening process. Did the person complain endlessly about their last employer? Do they boast about pulling sickies? None of these in itself would be reason to reject someone, but they all contribute to an overall picture.

Many have questioned whether such underhand tactics are ethical, or even legal. Back in 2007, the Information Commissioner's Office said scanning a candidate's Facebook profile "would not be a breach of data protection".

However, think carefully before embarking on Facebook vetting. Will your current employees feel comfortable in an environment in which their "private" communications are being monitored? It may well do more harm than good.

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Author: Paul Ockenden