In brief: Facebook is Meta's social network, where people, communities, and businesses publish content, communicate, and use paid distribution. For a company, it is a rented channel, not a replacement for its own website and contacts.
How I use Facebook in practice
With Facebook, I first separate reach from real benefit. I determine the audience, situation, offer, and next step after a click or impression. I launch a campaign or content with one main hypothesis and measurement that reaches beyond a visit. I increase the budget only when I understand the quality of enquiries and their connection to sales.
What to watch out for
The most common mistake is to put Facebook behind an unclear offer and expect the channel to solve the product. Another is attributing the entire result to the last contact. A person may have assembled their decision from several visits, recommendations, and sales work.
Questions for the decision
- Whom do we want to address, and whom do we want to exclude?
- Which hypothesis about the offer or message are we testing?
- What happens after the first response, and who owns that step?
- Are we measuring customer quality, or only activity in the channel?