I have to admit: When it came to social media marketing, Facebook was one of the last channels I dove into. To me it was too personal. I didn’t want clients seeing the same pictures and posts as my college buddies — or worse: an embarrassing comment posted on my wall.

However, I’ve come to realize that whether we like it, the openness of social media means it is almost impossible to keep different parts of our lives distinct, and in trying to do so, I was missing out on an opportunity. People buy from people, not companies. Facebook allows you to connect with customers on a more personal level. If used properly, Facebook can provide a unique channel to connect with clients in a new and exciting way.

Here are some questions to ask when considering Facebook marketing:

1) Are you primarily trying to reach new clients? Or are you trying to communicate better with existing clients?

2) Do you want to improve client engagement?

3) Are you establishing a base from which you can sell future products?

4) Do you want to increase referral business?

Keeping these objectives in mind helps define your Facebook strategy and allows you to set metrics by which to monitor the success of your campaign.

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Connect with Amy McIlwain on Facebook at www.facebook.com.socialamy, and visit her blog for additional tips at www.financialsocialmediamarketing.com.