UPDATE: I believe I did a poor job or titling this story, so to be clear I am not suggesting that business create a profile. I am suggesting that individuals create profiles that they use on a professional level. Big distinction there. Thank you, Grace, for being the first to notice I never made that clear and actually misled with the title itself.

There is little doubt that having a strong, professionally-designed and active Facebook page is important for businesses, particularly in the retail and service segments on a local level.

For high-end, long-term sales such as automotive, insurance, and real estate, is it also prudent to establish a relationship profile to profile as a “friend” of customers?

Most would say that an individual’s Facebook profile is personal and isn’t the right venue to connect with customers. A few (myself included) believe that it is a good idea to establish a business Facebook profile as a stand-alone unit for marketing, sales, and customer service purposes. Here’s why:

Large Investments Are Best Secured Long-Term

When people go to a grocery store, they may be buying meat from the butcher or checking out with the clerk. The idea of becoming friends with these people either in real life or on Facebook is not common. We are friendly, but we rarely become a “friend” who shares thoughts, pictures of the family, etc.

Large purchases as well as long-term service relationships (your favorite barber, for example) are often people that we become friends in real life. It is common to go to the same nail tech for years to the point that they know your husband and kids’ names. In such instances, creating a friendship is not uncommon. It should follow that becoming friends on Facebook may be natural.

For long-term retail purchases such as buying a home, we often have relationships and stay in contact with our Realtor beyond the sale. Realtors, car salespeople, lawyers, insurance agents, and the like often attribute a large part of their business to return and referral business. Facebook would seem to be the perfect place to stay in touch and share without having to pick up the phone every month or go to little Pat’s Bar Mitzvah.

Success Through Tagging

Particularly in real estate and automotive sales where purchases of tangible, long-lasting items occur, the ability to take pictures and tag them with on Facebook to the buyer can be a very powerful tool.

On Facebook, what you say on your business Facebook page is important, but what is said about you on real people’s Facebook profiles is much more important. Word of mouth is a powerful way to build a reputation, expand branding, and increase exposure. “Word of Sharing” on Facebook is similar but can be even more potent.

Imagine taking a picture of John and Sally Smith after they just purchased their first home. If they are active on Facebook they will probably share this information on there, but it doesn’t hurt to help that process along and include your own congratulatory message. On your Facebook page, you can post this image but there is no way to attach it to them if you aren’t friends with them on your profile.

Creating a business profile either separate from your personal profile or instead of it will give you the opportunity to become friends with your happy customers. As a friend, you will be able to tag them in the image of them standing in front of their new home. Once tagged, it appears on their wall as well as emerging into the feed of all of their friends. This can generate conversation, buzz, and an all-important link to your business page.

This video below, a training video for clients of TK Power Social, explains the process as it pertains to the automotive industry, but this process can be duplicated in any industry.

Don’t Be Creepy

One thing that must be said about the practice of having a professional Facebook profile – you can’t spam with it. When people become your friend on Facebook, there is a trust that is established that you will not be Mr. Marketer constantly filling their wall with promotional links.

Your business page is perfect for promotions and establishing engagement. Your business profile should be for engagement only. Congratulations to those who buy, reactions to local or brand-related news, and the occasional “can’t wait for Stan’s BBQ at this weekend’s big sale” are the only things you should be posting to this profile.

On the other hand, you should definitely be active with your friends. On Facebook, it’s okay to be a narcissist. Let them be. Respond to them. Answer their questions that they pose to the world. Comment when they post something interesting. Just don’t overdue it. Some may wonder, “What’s my car salesperson doing commenting about how adorable out baby is? We bought the car last year.”

In other words, be active and engaging, but not creepy.

Be Genuine or Don’t Do it

Some people are made for social networking. Others don’t even like people. If you are not a social person in real life, there is a good chance that you won’t be good at social networking even for business. This isn’t 100% the case – in fact, some of the best at social media that I’ve met are extremely shy or cynical in person.

You either care about establishing and maintaining long-term relationships with others or you don’t. Some of the best at sales don’t like to ever talk to a customer again until it’s time for them to buy something else. Others establish relationships that transcend beyond the sale into the bonds of true friendship. Most of us are somewhere in between.

If it doesn’t feel right, don’t do it. If you aren’t being genuine, don’t even try. If you are good with people beyond the sale, this may be a way to dramatically increase your business.

You’re Facebook Profile is Portable

This is the ugly advantage of building a business profile, but it should be stated. You are you. Your business Facebook profile is yours. If you quit or get fired and you stay in the same industry but with a different company, you’ll be glad that you made friends and connections through a Facebook profile. Enough said about that.

Arguments?

I’m open. This is a topic that can be polarizing. Many would say that it’s technically against Facebook TOS to have a second profile. Some would say that it should be a Facebook page that you build for yourself to help with your company’s page. Some would say that the ROI is minimal and it would be a waste of time.

If you agree, let me know and give me other pieces of similar advice that I can pass on. If you disagree, let’s hear your arguments. I’m not one who is unwilling to change my mind in the face of strong evidence…

… but it better be compelling.

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Read more about Facebook Marketing here or check out some of our Automotive Social Media packages.

Written by JD Rucker
+JD Rucker is Editor at Soshable, a Social Media Marketing Blog. He is a Christian, a husband, a father, and founder of Dealer Authority. He drinks a lot of coffee, usually in the form of a 5-shot espresso over ice. Find him on Twitter, Facebook, and Pinterest.