Does my accounting practice need a Facebook page?

Facebook business pages are a great way to show the human side of your business and build trust with potential clients by:

• Posting pictures and videos of your team at work, events, gatherings, and assisting clients.
• Showing off achievements.
• Posting news about positive changes to your practice.
• Highlighting original engaging content that you have produced on your website.
• Making causal quirky posts that help potential clients understand your practice culture.

Your practice should not create a Facebook page if:

• The branding does not adhere to best practice with a correct logo and cover image.
• Your practice doesn’t have the resources to make at least one original post per week moving forward.
• You do not intend to reply to all messages and comments consistently and promptly.

What not to do on a Facebook business page:

• Do not post your services over and over again. You can list your services in the about section of your page, no need to regurgitate them in your posts.
• Do not sell. Facebook is a social platform. You can use it to engage with and learn more about your potential clients and what they want. If you try and use your posts to direct sell to the public, you will have no engagement.
• Stay on topic. Do not try and cross-sell other products or services.
• Do not get in an argument in the comments section.
• Do not make one or two posts and then walk away. This will do more damage to your business than not having a Facebook page at all.

Be honest with yourself. If you have the resources to dedicate a minimum of 2 hours per week consistently moving forward to Facebook, then a business page might be an option for you.

Facebook will not increase your client base overnight but rather strengthen your overall brand identity if you follow best practice. A Facebook page may help potential clients choose you over your competition alongside an overarching marketing strategy.