Advertising your business can be challenging and fraught with uncertainties. What to say and where and how to say it are vital decisions to the success of your advertising campaign. Not to mention, there is generally a high price tag attached to any type of advertising, whether it be print, electronic media or a clown handing out balloons. Once you go to the effort of choosing the type of advertising and writing a hefty check, how can you be certain that the publicity you get is worth the expense?

Unfortunately, that’s only the first in a myriad of factors to consider when advertising. Some others include the issue of your message: What exactly is the advertising saying about your business? Is it establishing a relationship with potential customers? Is it agile and timely, able to respond immediately to inquiries about your offerings?

The newest thinking on advertising is that it is most effective when it reaches out to customers utilizing a personal approach, creating a two-way dialog, as opposed to a one-way broadcast. How can that be accomplished in our increasingly “arm’s length” world? Technology provides a solution that’s as close and easy as your access to the Internet. As a bonus, it only costs what you are willing to put into it in terms of your time and money.

Social media is the term for sites that support conversations between people. Facebook is the perfect example of social media in action. One person makes a statement, others comment and voila! - a conversation is born. Social media can be used to create relationships, maintain friendships or just keep in touch with acquaintances. In the same way that Facebook connects people with people, it can connect businesses with people - and vice-versa.

Any business can establish its own Facebook page. You may already have “liked” companies and corporations on Facebook. This is their way of using the power of social media to have a more personal relationship with those who are interested in their products and/or services. They offer coupons, hold contests, ask questions and employ various techniques to engage their audience and win a greater “fan base.”

You can create a Facebook page for your business in very much the same way you set up your personal one. Maintaining a company Facebook page provides you the opportunity to craft your individual message and implement a more hands-on approach to your business’ advertising. According to Christelle Lachapelle, a Connecticut-based web designer, “A major benefit to having a Facebook page is that it gives you the ability to connect with your customers, share your latest news, respond to customer feedback and questions. Facebook has a fun, conversational vibe that lets you interact with your customers on a more personal level. Over 400 Million people actively use Facebook so it a great place to gather information about your customers and community.”

An advantage to using Facebook to promote your business is that you can pull in all your other online profiles into the one place to offer your customers a well-rounded overview of your business and its unique appeal. Your business’ Facebook page can be customized to make it more personalized, useful and distinctive. Christelle says, “There are a huge number of applications available within Facebook that you can add to your page to help promote your business. I would suggest the Networked Blogs application for bringing your company blog feed into your Facebook page. There are also apps that can add your Linked In information, your Twitter feed, Slide Share presentations, You Tube videos, and many more social media applications.” As you can see, your business’ Facebook page can be a informational resource for your visitors as well as a place for conversation and connection.

What else can your company’s Facebook page provide in terms of enticing your customers? It may be time to consult with a designer like Christelle who knows what is possible and how to implement it. It’s reassuring that there are professionals who can help us negotiate using Facebook to promote our business. As far as introducing more advanced functionality or integrations, Christelle explains, “I can provide custom branded landing pages, integrated newsletter sign-ups or custom graphics. I can install any Facebook applications that a client might not have the time or comfort level to tackle themselves. I also offer monitoring and updating services.” To gain an appreciation for what can be done with a Facebook page, take a look at Christelle’s own Web Design Facebook page at: http://www.facebook.com/hellochristelle.

Advertising using technology and the Internet is the way to really connect and create relationships with your customers. Whether you do it all yourself or enlist the knowledgeable assistance of a professional, you will enjoy the benefits of having a unique degree of control over your company’s message in a way that even the cutest clown couldn’t.

Are you taking full advantage of what a Facebook page could do for your business?