1. It lowers employee productivity-Cultivating a community, moderating discussions, responding to feedback and other Facebook page activities require an ongoing commitment. Without explicit goals, htttp://www.mashable.com/2013/09/30/facebook-small-business/Facebook can easily become a massive waste of time, draining important resources from other marketing, sales and customer service priorities.
2. It encourages unfair comparisons- Small businesses, especially those just launching their campaigns, can easily become discouraged when comparing themselves to Pepsi, Pampers, Starbucks, Virgin Atlantic and other brands on Facebook. Businesses may end up spending more time on Facebook due to competitive reasons, and may end up focusing on the wrong aspects of Facebook, such as racking up fans.
3. It's difficult to measure- Unless businesses have a way to prove that their Facebook page is making them money, they run the risk of wasting substantial resources there instead of focusing their efforts elsewhere.
4. There's no direct link to sales- A 2012 Forrester study analyzed 77,000 online transactions over a two-week period and found that less than 1% of transactions could be traced to social media.
5. There's no human connection in the cloud- The biggest risk for businesses with Facebook is assuming that social media engagement is the only customer interaction they need. Facebook and Twitter are excellent initial touchpoints for customer support, but nothing beats personal conversations.
Akalp, Nellie. "Is Your Business Spending Too Much Time on Facebook?". Mashable. 30 September 2013. web
While businesses need to understand the importance of a social media presence in the global economy, it's also important that they not focus too much time or resources on this aspect of marketing. Everything has a time and place, just make sure you know what you're doing.
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