Reasons Why a Facebook Page is Not Equal to An Actual Business Website

When it comes to having the functionality of an actual business website, while having a Facebook page for your business is a smart move, it’s important to realize that there are several key reasons why such an online social media presence is not, and can’t be, the equivalent to a fully functioning business website.

No SEO Value

First on that list of important reasons is Search Engine Optimization or SEO for short. Without SEO no website is going to be found in Google search results, unless someone is searching (only) specifically for a company name and there are no similar companies or competitors. Again, having a Facebook page represents your business on one page of that social media provider, but it does nothing to actually promote your business in Google.

A Facebook page can help you promote and advertise your business on Facebook, it can link to your business website, and you can certainly post content on that page (and should), post video ads, use Facebook’s paid advertising options (called PPC, which is short for Pay Per Click), but it won’t do jack to actually move your website up in Search Engine Results Pages (SERPs) directly.

They Own Your Content

Another factor why having a Facebook page is not equal to having a robust business website, very simply, is that Facebook owns whatever you post, since, after all, it’s their website, their servers, and you’re agreeing by use and their terms that they can use whatever you post however they wish.

If they want to create a commercial with your content in it, (I’m no lawyer) but I’m guessing they probably could. If they wanted to delete your content (with or without notice) because it violates a term or condition they have or just added, they could probably do that and it would be reasonable to anticipate that as a possibility.

If you’re in a situation where you’d like to legally own all images and content of a business and feel it could grow, you may want to consult with a lawyer to make sure all bases are covered and all options are weighed.

My Own Story

Many years ago when I was just starting out as a digital marketing specialist, in college no less, I created a “free” DIY website for my freelance business. I was a college student at the time, living at home with my parents, trying to save every penny I could, while also working an intern at a local marketing agency. I wanted to have the best quality website for my freelance business I possibly could, one that would emphasize a workman-like approach, dedication to quality, developing well-written content, and attention to detail as well as long-range planning. So….

I’d spent weeks writing blog posts, linking to scholarly sources, finding appropriate images, adding portfolio images of other sites I’d created for clients, creating case studies, linking to free giveaways, and was quite proud of the work I’d created, albeit at no immediate cost to me other than weeks of time spent on the effort.

One day I’d scheduled an interview with a large marketing agency in the area. So I was off to the agency for my interview, laptop in hand, ready to show them my freelancer site. You know what happened. I turned on the laptop, connected to their wifi signal and lo and behold my site had been deleted. Without notice.

Although I’d spent no money on this “free” site, the cost was great. I’d lost weeks of energy and time, a potential marketing agency job that might have been a great opportunity and was going to pay well if I’d landed it. Instead a “free” DIY template builder website had cost me in ways I’d never fully know.

After the disastrous interview, I contacted the “free” DIY template builder website company asking what happened and why my site had been deleted without notice. Weeks later I received an automated email message from an overseas customer service representative who said they had no idea why the site had been deleted without notice. I offered to change whatever had been objectionable but the other party said they had no idea why the site was deleted and any changes I’d make were irrelevant. Legally, they didn’t owe me an explanation. They further went on to say that the website could have had a complaint levied against it by a competitor, could have had content similar to another site or similar images someone objected to, had images from an old PowerPoint presentation, or any other issue.

Rather than risk any legal issues of any kind possible, they just delete your site. One complaint from a competitor, one offended reader, one image you think is copyright-kosher but isn’t, and your site can be toast.

Why go down that road if you don’t have to? After that experience, I ponied up a few hundred bucks, paid for my own deluxe hosting account, and never looked back. Now I can say what I want, do what I want, and if anyone takes umbrage with anything articulated, my online presence is my own.

Now, yes, you could argue that this is a “free” DIY template builder website and not actually a Facebook page, but the principal is the same and…..

This leads me to my next, very obvious point….

They Own (and Can Change) the Format At Will

It should go without saying that Facebook is known to change the layout and functionality of its business pages and larger site whenever they feel like doing so. This can impact how your page is displayed, what is displayed, in what order, and otherwise alter what the public sees.

So in addition to what content is posted and how it’s posted they also control how it looks to customers at any time and for any reason, just as if you opened your business in your parents’ basement. Run afoul of the landlord and they can give you the proverbial boot at will. They own the house, you’re just a tenant.

Can Be Deleted

If your business page violates a term or condition, offends a person or group or organization in any way, it can also be deleted or “unpublished” at any time, without or without notice. Yes, you can ask that it be republished or brought back, but whether or not it will depends on their policies and conditions. In many cases, I’ve seen new entrepreneurs and new business owners simply give up and go to another social media platform, create a page there and start from scratch all over again, unknowingly recreating the same inconsistency and volatile situation all over again.

At the end of the day, social media websites such as Facebook Pinterest, LinkedIn, and Twitter were (in my humble view) never meant to take the place of actual business websites, mostly for the reasons stated above, and more as extensions of your business presence so you could promote it and advertise it through those social media outlets.

That gives the social media company content to distribute and showcase, a potential new advertiser, and gives you, the business owner, another platform to advertise and market through, but you’re still essentially living in someone else’s house since you don’t own the space you’re occupying.

Summarizing & Options

I’ve seen thousands, if not tens of thousands, of businesses rely on a Facebook or Twitter page as their sole means of online promotion and marketing, losing just as many leads per year unknowingly due to customers not being able to find them in Google.

For the most part this stems from the business owner not realizing the differences between a social media page representing a business and an actual business website that can optimize and take advantage of SEO while also owning its content from its first day of operations without any uncertainty or volatility, and attempting to negotiate whatever they can get for free or not seeing value in orchestrating multi-level digital marketing campaigns that operate across the spectrum (SEO, eCommerce, content marketing, content repurposing, podcasting, video advertising, paid advertising, social media as a content distribution platform, for example).

All it takes is one experience having a business page “unpublished” or its layout / design changed dramatically, or being banned for whatever reason, or your account being hacked and not being able to reset the password or username, or some other issue rearing its unattractive head, to know the considerable difference between a page someone else owns and having your own “home” online you can do with whatever you please, whenever you please. One option represents extended promotion and opportunity but limitation nonetheless and the other option represents freedom across the board and a much larger, more level playing field to grow from.