Facebook is giving small businesses advertising credit in hopes of getting this substantial audience to use the platform for customer acquisition. The mammoth social network is up against a tough challenge: Grand majority of small business owners do not see social media as a priority in their digital marketing list. IIn fact according to a Hiscox survey published by eMarketer, only 4 percent list it as a must-have. Many small business owners say they could live without it (43 percent). Some add that they don't get to it everyday (24 percent). There are still those who don't even know where to start (14 percent). Facebook may need to think of a more comprehensive plan than an ad push to secure time on small business owners' schedules.
I know the challenges of small business social media first hand. I am West Side Art Studios' self-appointed social media consultant. Greg Kessler, the artist behind the studio, is busy creating and teaching art day in, day out. He uses Facebook to stay connected with friends, but he rarely has time to devise a social media calendar, identify and engage his influencers. He does a good job of announcing milestone events and the rest of his time has to go to creating the product. Social media outreach requires time -- you need time to build a following and to engage in genuine conversations with them (vs. pushing messages at them). That's not a problem Facebook ad promotions will solve.