Facebook is a great promotional tool, but it is a great promotional tool only after someone is already known. If someone promotes a website or business, they may need to buy traffic. Someone who forms a community, however, may get people coming to their site. If they decide to make a page that gathers a group of like-minded people together, they may need to engage Facebook community management. Managing a Facebook community does not require a person to buy advertising on the site, but it may be a good idea, especially at the beginning of the process. Advertising on social media is a totally different process.
Putting a community together is somewhat easy, keeping it together is somewhat hard. Most of these groups have volunteer moderators who do the best they can. Even though these volunteer moderators may not be bad, they are not professional, and they may make mistakes a professional would not. At least the professional would know not to make such mistakes. Even professionals are not always at their best, although they do not normally like to admit it.
Facebook community management is also a form of reputation management and control. Businesses know that a few unkind words can destroy them. Large businesses may be able to survive losing a few customers, but the same cannot be said for a small-town business. If someone goes on a vindictive campaign against a proprietor, that proprietor may lose customers. The anonymity of the Internet may make it worse if word of the campaign reaches local customers. Someone who does community management properly makes sure things don’t get out of hand. They can delete the offending posts and even counter with positive true stories that show a business’s customer service acumen.
Many small business owners mistakenly think that they can handle this task themselves. They believe that the Facebook posts are only a few minutes out of each day. This can be correct for a small business, but it has to be one with few customers. When businesses grow, such things must be handed off to someone else inside or outside of the organization.