First, let me be clear: we like Facebook. It’s kind of hard to remember what life was like without the social media giant facilitating and tracking so many of our interactions. And, in many cases, it’s a digital marketing cornucopia for businesses.

That’s in many cases – but not all cases.

It may shock some people to hear that we don’t recommend Facebook to every client we meet. Of course, we have our reasons. If Facebook works for someone, we’ll recommend it every time. But, just like with any other social media platform, if it’s not worth the investment, we’ll tell you to bypass it.

Reasons why we may not recommend Facebook (or another social media platform) to you

We may tell you to hold off on Facebook because your target audience isn’t spending time there. Ultimately, your target audience is where you want to spend most of your time and money – they’re the people you want to work with, and the people who are more likely to convert. So, it’s best to find out where they’re spending time, then take your message directly to them. That equates to money better spent in the long run.

We may avoid recommending Facebook because you don’t have time to dedicate to it. Social media is all about maintaining relevance. If you can’t make regular updates, that presence becomes stale, which could cost you some credibility with curious consumers. If you don’t have the time to be creating or curating interesting content, starting up a profile might not be the best move. (Of course, you can always outsource the task too!)

Other times, we may tell you that Facebook isn’t the best idea yet. Sometimes, the timing isn’t quite right. You may need to focus on some other core projects first, like revamping some content or redesigning your website. When it comes to the somewhat messy and highly-interconnected world of marketing, prioritizing is important. And things like your website, things that make up the foundation of your online presence, should always take priority. Sometimes, we may hold off on that recommendation until we know the timing is right. Then, capitalize.

Advice for every platform

These reasons don’t extend to Facebook alone – they apply to every social media platform. The key to successful social media marketing is to find what works best and leverage it for all it’s worth. So, don’t be afraid to say no to the platforms that aren’t working. It will leave you with room to say an enthusiastic yes to the platforms that are.