Not every business should be on Facebook. Sometimes it is obvious, B2B (business to business) companies that target medium to large clients don’t really have a place on Facebook, their time would be better spent on Linkedin, Twitter and perhaps Google+.
For other businesses it’s not always that clear. If you are a local business are there enough people in the local area that fit into your target market on Facebook? If you have a very specific niche does it appeal to Facebook users.
The Facebook Ads Manager tool can help you decide. You don’t have to create an ad but you can use their audience targeting to identify the size of your potential audience and decide whether you should be using Facebook to target them.
With Facebook becoming more challenging for business you need to make sure it’s worth the effort. Using the method above can tell you if it is worthwhile investing your time and effort.
Let me know how you get on.