Some businesses starting out on social media conclude that Facebook just isn’t for them and tend instead to focus their efforts on Twitter and LinkedIn.
The idea that Mark Zuckerberg’s famous creation isn’t a great fit for companies is perhaps outdated, particularly since the average age of users is gradually rising.
Indeed, the teenagers who many businesses believe are the target audience are now more likely to be found on sites such as Instagram.
Shifting demographics aside, Facebook is nonetheless aware that it must do more to prove its credentials to small and medium-sized businesses.
With this in mind, the site this month rolled out a number of radical changes to company pages.
During an event at its Californian headquarters, Facebook bosses announced that it would be introducing custom page formats.
Now businesses can choose to feature the information that is most valuable to their client base, rather than being constrained by “one size fits all” templates.
Improvements have also been made to the way that pages load on mobile devices, recognising that a growing number of potential customers will no longer be accessing the site via a home computer.
These tweaks will also be beneficial for the company owners themselves, who should find it far easier to update pages while on the move.
Finally, businesses will now be able to make use of so-called “call to action” buttons, giving several options for customers to more easily send a message or get in touch.
The good news is that all these new tools will still be free to use, rather than part of a new premier package. Although Facebook will of course be hoping that the more companies it can encourage to climb aboard, the more business owners may be persuaded to sign-up to paid for advertising.