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Social Media Corner: Why Facebook?

Posted By TNNA HQ, Thursday, May 18, 2017
Updated: Monday, May 8, 2017

Social Media Corner: Why Facebook?

By Anita Mumm Wheeless

Setting up a successful company Facebook page can be more complicated than merely posting your address and telephone number. Facebook is not a business directory, nor is it a giant marketplace to sell your wares. As the term “social media” implies, Facebook is an outlet for connecting with other human beings. It’s about nurturing a community with common interests and ideas.

According to digital analyst, author/blogger Brian Solis, “Facebook is a social network to help people communicate, share and discover. With more than one billion people calling Facebook one of their digital homes, a social economy is a natural byproduct.” He also says that communities are built upon a foundation of:

  • Mutual value.
  • Entertainment.
  • Empowerment.

In other words, when you post, don’t overtly promote your business. Use your posts to strengthen the relationship you have with your audience.

“Facebook does not like promotional content — unless you’re paying for it,” writes Jenn Herman of “So it’s best to avoid anything ‘salesy’ in your updates. This means avoiding things like ‘visit our website...’” Instead, Herman advises clever wording, such as, “‘We’re in love with this new scarf! It’s gonna look amazing with your fall wardrobe.’ And then post the link to the sales page, and/or include a beautiful image of the product.”

According to Andrew Tate of Hootsuite’s AdEspresso blog, “A successful content strategy should involve a mix of infographics, videos, photos and other visuals” to attract and keep your audience interested.

As a social outlet, Facebook is constantly changing how and what its users see. Posts that are receiving a lot of attention (i.e., likes, shares, etc.) will be promoted, while posts with little activity might get buried. Although it may be frustrating if your posts aren’t reaching the number of people they used to, experiment with what you’re posting and when.

“If engagement drives reach,” Solis says, “then design content to not just be consumable, but also shareable. Likes, comments, shares, tags, et al, spark a social effect and extend the life and volume of your updates. Simply publishing or paying for each without considering shareability or SMO [social marketing optimization] is done so in vain.”

Louise Myers of Louise Myers Social Media offers these points to consider when you’re setting up your company’s Facebook page:

  • Have a strategy.
  • Build a community.
  • Figure out what your audience wants.
  • Create and curate top-quality content.
  • Post and engage.
  • Keep up with [Facebook’s] constantly changing algorithms, features and graphics sizes.
  • Watch your Insights to see what’s working — and flopping.
  • Pay to run ads to be seen (unless you can post amazingly engaging content).

If this seems daunting, Belle Beth Cooper of Buffer Blog encourages you not to give up! She recommends using your Facebook page as only one of several different marketing platforms.

As fiber and needlework artists, designers and teachers, we naturally enjoy sharing projects and techniques, which is why Facebook just might be worth your time.

I would love to hear from TNNA members with business Facebook pages. What strategies are working for you? Do you have any advice for members who would like a Facebook presence?

Additional sources:

Facebook Marketing Declines: How Business Should React (Social Media Examiner)

11 Facebook Tips, Trick and Facts You Probably Don’t Already Know (Buffer)

Setting Up Your Facebook Business Page (Facebook Business)

About the Author

Anita Mumm WheelessAnita Mumm Wheeless has been a member of TNNA since 2012. A former newspaper writer/editor, she designs knitting patterns for toys and novelties. Leisure Arts published her book, Storybook Dolls to Knit in 2011. Her patterns are also featured on, and You can find her on and Love Knitting. She maintains a website: and a blog: Connect with Anita on Twitter @AnitaPatternBox or by email:

Tags:  Facebook  social media  tips  TNNANews 

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