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Moreover, it’s ten times harder for brands to get in front of their audience, simply because Facebook favors personal and friends’ news over branded content.\r\nLuckily, there are ways around it. If a business produces engaging content on a regular basis, people will keep coming back for more. They will make an effort to stay in touch with the updates and return to the page every time there is a new post or a heated community discussion. They can even pin your updates to the top of the news feed!\r\nBranding is another way to retain the community. Brands don’t start on Facebook, but a Facebook page is a logical continuation of a brand story. When you redirect people from your website to a Facebook page you need to make sure that the brand experience is coherent and logical. For a designer, it means creating a profile photo and cover image that ensure fantastic user experience and prevent users from leaving. 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Although Facebook has benefits and disadvantages, it can be an indispensable tool for business users.\r\n<span style=\"font-style: italic;\"><span style=\"font-weight: bold;\">Communication in Facebook</span></span>\r\nAlthough critics claim that Facebook isolates people from one another by putting users behind a computer screen, an article in Psychology Today explains that Facebook allows members to quickly and efficiently exchange information they once held private. For business users, this open communication channel means that customers can ask questions they may feel uncomfortable asking in person or even over the phone. 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When publicly posting news about a company’s services or offerings, though, users should remain aware that competitors can see this information; for this reason, business owners should use discretion with sharing information on Facebook pages.\r\n<span style=\"font-style: italic;\"><span style=\"font-weight: bold;\">Social Marketing</span></span>\r\nFacebook offers a number of benefits to marketing professionals and small business owners alike. With its massive user base, Facebook gives marketers a nearly limitless audience for commercial messages. In addition, Facebook ad tools allow business users to target message delivery using a variety of demographic information that ranges from geographic location to age, relationship status and even sexual preference. Facebook also provides an array of analytical tools that marketers can use to gauge advertising effectiveness and adjust ads as necessary.\r\n<span style=\"font-style: italic;\"><span style=\"font-weight: bold;\">Research and Insights</span></span>\r\nJust as business owners must remember that competitors can see publicly posted information, savvy entrepreneurs can use the service’s public communication venues to research offers from other companies. Some organizations use Facebook pages to post newsletters and other updates, and business owners can use this information to keep abreast of competitor activity. In addition, Facebook users frequently share interesting details about their lives with hundreds of friends; business owners can use this information to keep track of popular culture and emerging trends. 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