When the car wash down the street has a Facebook page, you know social media has reached even the least tech-savvy businesses and individuals.   Companies, products and services on Facebook are a dime a dozen.  Some pages, usually the big brands and the celebrities, are visited by thousands with heavy participation and ongoing active discussion.  It would be plain stupid to argue against the value of a Facebook page for these types of businesses.

But what about the Fortune 1,000,000?  What if your brand is an unknown?  What if you’re simply trying to reach your local market, not the world?  If you’re launching a start-up, opening a clothing store or are starting a charity, I would argue that your personal Facebook profile might be even more valuable than a Facebook page for your business at this point (until you outgrow your personal profile). Now, don’t get me wrong. I’m not arguing against your business having a Facebook page.  I am arguing that you realize that your personal profile just might be more valuable to you.

Why? Because a Personal Profile on Facebook better enables you to:

• Showcase Your Personality (every company, product or service should have a personality.  what’s easier than being yourself?  a facebook profile allows you to be yourself and build a community of people that like that self.  you can reach them as a friend instead of as a business. which would you rather be?)
• Exhibit Your Humanity (because nothing is more human than a human being)
• Tap Your Existing Social Network (what’s your best source of referrals? your existing social network)
• Build More Meaningful Relationships (when a customer becomes a friend the relationship extends)

You should still start a Fan Page and post useful and relevant content worth of showing up in your fan’s newsfeed.  But, I would spend more time in the beginning on building your personal connections and bridging them to your business, it may pack a bigger punch for your time.