There’s no doubt that Facebook is the big gorilla in the social media jungle. And a lot of companies are touting the importance of building a presence on Facebook for your business. But before you hop on the bandwagon with everyone else and invest time and money, you should consider a couple of things first. One thing being, like any other marketing channel, is if your target audience has a presence there.
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http://smallbiztrends.com/2013/03/rethink-facebook-engagement.html