4 Reasons Your Brand Should Avoid Facebook

Last week on SmallBizTrends we discussed some of the new changes being made to Facebook brand pages designed to increase communication between brands and users. As a SMB owner myself, I was really pleased with the announced upgrades. I felt they addressed many of the long-standing frustrations I had and it was nice to see Facebook tackle so many of them at once. Now that Facebook has upgraded its platform for brands, that means you should absolutely head over there and create a page for your small business, right?

Well, not exactly.

Just because Facebook has made important upgrades to its platform, doesn’t mean it’s a place you need to be. Below are a few reasons you shouldn’t create a presence on Facebook. Feel free to replace Facebook with “Twitter”, “blogging” or “that other social media site” as you see fit. Because, really, the same rules apply.

You don’t have the resources to invest there

You’ve heard it a million times – the only thing worse than having no presence on a social media site is having a BAD one. And it’s the truth. Creating a Facebook brand page means making the choice to invest valuable time and resources into Facebook instead of putting them somewhere else. To create a strong Facebook presence you’ll need a person (or a group of people) that can create content, start conversations, respond to interactions, moderate activity and more. If you don’t have the time to participate in Facebook or you’re not interested in devoting the time to it, then don’t create the initial page. Because once it’s there, you have to manage it. Otherwise it collects dust and shows users that you’re really not paying attention.

Your audience isn’t there

It would not be wise to assume that your audience is on Facebook simply because marketers love talking about it. As a small business owner, it’s a waste of your time and money to invest in a site that’s not going to convert for you or that won’t help you to build awareness. You want to make smart choices when picking the right social network for your brand. To help you do that, it’s worth spending some time looking at your analytics, your referrer logs and even asking your customers which social networks they use before you simply hop on and create a presence. Otherwise you may be buying a dress for the wrong party.

Facebook doesn’t align with your business goals

Not every small business will benefit from creating a social media presence. If you’re the type of business that has to run everything through legal or corporate or PR before you publish it, then social media may become a bottleneck that your business could do without. Or perhaps you don’t want to interact with your customers. If that’s the case, then there might be a better way for you to get your message out then forcing someone in your company to be social. If social media doesn’t align with your business goals, then don’t feel pressured to set up shop.

You can’t keep up with it

It’s not just the daily interactions and updating that can take time away from a small business owner, you also have to factor in the time involved staying up-to-date with Facebook’s constant changes and updates. Creating a presence on Facebook means you have to be aware when Facebook removes a feature, only to put it back a few days later. You have to know what the best practices are today, compared to what they were a year ago. Because things change fast in social media. If you’re not watching, you may miss something and accidentally get your brand in trouble or miss out on a prime opportunity.

Obviously the rules above don’t apply to just Facebook. Before you invest in any social media or marketing channel for your business, you want to establish a clear reason for what you’re doing and an understanding of how you’ll use that site/platform to reach your goals. Don’t assume you need a Facebook page just because everyone is talking about it. Do your homework and have a purpose for being there.

From Small Business Trends

4 Reasons Your Brand Should Avoid Facebook

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Is Your Business for Sale? Here are 4 Bad Buyers to Avoid

When helping a client sell their company for maximum value, one of the first objectives for our team is to identify potential good buyers and exclude “bad buyers” until we have exhausted our options with buyers we believe will produce the best result.  The distinction is important and has been developed over several years of providing transaction advice.

I am no longer surprised when the ultimate buyer is someone my client would not have considered a candidate at the beginning of the process.  Upon reflection, I’ve pulled together some easy ways to identify bad buyers.

A bad buyer is a company that:

  • Cannot/will not pay full value (or higher) for your business
  • Will require an earnout that is unrealistic or unattainable
  • Pays very little upfront cash
  • Wants to use your future earnings to pay for your company (earnout)
  • Cannot leverage your strengths across their client base or product offering
  • Wants to use their private, illiquid stock for the bulk of the purchase price

There are many variations of the bad buyer. Unfortunately, there are more bad than good buyers, especially in today’s market. The challenge, of course, is that you will not be able to identify these traits until you get to the “LOI phase,” which is when an interested buyer will submit an Letter of Intent or Letter of Interest.

Unfortunately, the LOI phase will come months after you have begun the process of selling your business. With that in mind, here are a few early indicators of who is probably not a good buyer of your business. Here are four groups of buyers you can rule out almost immediately.

1) The Icons: Google, Microsoft, IBM, Cisco, et al.

When the icons of your industry make an acquisition, it makes the news, and it seems like they are constantly acquiring companies “similar to yours.” They are not.  There is a slim chance they will be a good buyer for your business. A good buyer is a company that will pay full (or higher) value for your company.

Here is a helpful rule of thumb as a guide during the process of selling your company: The most likely buyer of your business will have annual revenues 5x – 20x larger than yours. So, if your annual revenues are $10 million, the most likely buyer will have revenues of $50 million – $200 million. They are also slightly more likely to be a public company than a privately held one.

2) The largest companies in your industry.

When acquiring companies, most buyers realize there is as much work and due diligence involved to buy a $5 million company as a $50 million one. However, you’ll need to buy 10 $5 million businesses to have the same impact to your revenues. The largest players in your industry simply cannot afford to be distracted with such a small transaction (less than 5 percent of their revenue).

3) Your customers.

Remember, they are your customers for a reason. If they really like your business or want your technology, expertise, client base, etc., you would already know it.   They would have already knocked on your door.  When you begin to identify prospects to buy your company, you can probably leave your current customers off the list.

4) Your competitors.

Remember our definition of a good buyer above. Competitors are very seldom a good buyer, because there is so much overlap in capability, clients, contacts, suppliers, etc. It is hard to find leverage.  Because of this, it is highly unlikely that a competitor will make an offer that reflects full value for your company.

Additionally, exposing all your internal secrets to a competitor during the due diligence phase is sure to make you very uncomfortable.

In truth, there is no simple way to sell a business. Like most things in life and business, finding a good buyer for your company will most likely require that your team contact 100-plus potential buyers, spend hours discussing the company strengths and “positioning” your company weaknesses, and pushing properly to get a good offer from a well qualified buyer.

From Small Business Trends

Is Your Business for Sale? Here are 4 Bad Buyers to Avoid

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5 Tricks Corporations Use to Avoid Paying Taxes


Painting by James Montgommery Flagg/1920

The US corporate income tax rate is 35%. Yet this year, Google, which made $5.5 billion in revenues, only paid an effective tax rate of 2.4%. Indeed, it’s not unusual for a corporation to pay only 6-7% in effective taxes.

Such numbers put you and me and most small businesses to shame. What gives?

It turns out that tax credits aren’t the only trick corporations use to evade taxes. From Intel to Bath & Body Works, most big American corporations have a subsidiary and income shifting scheme that radically skews the amounts they end up paying the IRS. Here are five of the main components that help corporations write pint-sized IRS checks.

Subsidiaries

Why make profits in your home state when you can move them somewhere with lower income taxes? Such is the rationale of many American companies headquartered in high-tax states. Strategies like the so-called Las Vegas Loophole let companies move profits to subsidiaries located in states like Nevada, which has no corporate income tax.

Chain retailers are among the corporations that love to set up subsidiaries. Wal-Mart, for example, set up an out-of-state subsidiary that “collects ‘rent’ from Wal-Mart stores, enabling the chain to disguise (an estimated $7.3 billion in profits over four years) as expenses,” according to this article. By paying itself rent via a real estate investment trust (REIT), Wal-Mart avoids additional taxes while keeping money inside the corporation.

Another trick is to create a trademark holding company in a state that doesn’t tax intangible assets like trademarks. Home Depot has a paper subsidiary in trademark-tax-free Delaware. This subsidiary collects large trademark use fees from Home Depot stores in other states, writes NewRules. Home Depot deducts those fees as a business expense, and voila, its taxes dive.

Transfer pricing

About half of the 50 US states have adopted combined reporting rules to clog the subsidiary loopholes mentioned above. Combined reporting requires companies to list all of their sources of profit, regardless of state, before figuring out their state tax burden.

For many companies, however, national combined reporting requirements aren’t an issue—they just create subsidiaries in international tax shelters like Ireland and the Cayman Islands. A tool called transfer pricing lets companies make profits in tax havens while allocating expenses to higher-tax countries, writes the OECD Observer.

A company can apply transfer pricing to a variety of financial categories, including interest rates, service charges, share sales, and depreciation. This fickleness makes transfer pricing a continued point of intense scrutiny for governments around the world.

Google’s “Double Irish” strategy is one popular transfer pricing scheme. Google created two companies in Ireland to execute this maneuver. One pays royalties to use intellectual property (expenses that reduce income tax in Ireland). A second, located in Bermuda, collects those royalties. The meat in Google’s sandwich is the Netherlands, where profits go on their way from Ireland to Bermuda.

“Irish tax law exempts certain royalties to companies in other EU- member nations,” according to the excellent Bloomberg article that describes Google’s acrobatics. “A brief detour to the Netherlands avoids…Irish withholding tax.”

If you think the federal government would want to sink its teeth into those profits by implementing an international combined reporting requirement, think again. The feds would rather get what they can without changing the law: Google and the IRS negotiated for three years before coming to “an arrangement” that let the company execute its transfer pricing strategy, according to Bloomberg.

Nowhere income

States can only tax corporations with physical facilities, or a “nexus,” within the boundaries of the state. Otherwise, federal law doesn’t let states tax corporations, according to NewRules. Just selling goods or services in a state without having a factory or other facilities there translates to no state taxes.

Corporations have leveraged this rule to the point of having “nowhere income” that is not taxable in any state. NewRules illustrates with an example: “…if Nails Inc. has all of its property and payroll in two states, but just 10% of its sales in those states, then it will pay state income taxes on only 70% of its profits: (100 + 100 + 10)/3. The other 30% will go untaxed.” Taxes are even easier to avoid in states where sales are more heavily weighted than, say, payroll or property, according to NewRules.

Nowhere income becomes more elaborate if you can pull it off internationally. Intel did just this in the early 2000s, according to CTJ.org. The company declared “millions of dollars in profits from selling US-made computer chips as Japanese income for US tax purposes.” This exempted it from US taxes. Meanwhile, a US-Japan tax treaty required Japan to “treat the profits as American.” That meant Intel didn’t have to pay Japanese tax, either.

Income shifting

No transfer pricing-subsidiary scheme is complete without income shifting. This happens when a company transfers or licenses its intellectual property to a subsidiary in a tax shelter. Any foreign profits based on that technology are taxed according to the subsidiary country’s tax law.

According to US tax rules, such subsidiaries must pay an “arm’s length” amount for those rights, the same mutually-agreed-upon amount any unaffiliated company would pay for them. So parent companies set that amount low to avoid tax burden, writes CTJ.org.

The nature of the loophole means that the feds can’t get lost taxes back, either. Bloomberg writes that “…multinationals that shift profits overseas are deferring U.S. income taxes, not avoiding them permanently. The deferral lasts until companies decide to bring the earnings back to the U.S. In practice, they rarely repatriate significant portions, thus avoiding the taxes indefinitely.”

Tax havens

Some tourist havens, notably Bermuda and Ireland, also happen to be stellar tax havens. “58% of offshore profits are now recorded in tax havens,” according to this FinFacts Ireland article. US operations, for example, have recorded more than $25 billion in profits in tiny Bermuda, which doesn’t charge any taxes, writes FinFacts.

It doesn’t matter that most of those multinationals’ sales happened in higher-tax countries like Germany, the US and the UK. Wherever tax rates are low, multinational profits rise, sometimes exponentially. That translates to tens of billions of dollars the US Treasury doesn’t get its hands on. US corporations, meanwhile, enjoy enviable tax rates, while the tax havens that house them benefit from the injection of foreign capital.


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Competitive Intelligence Advantage: How to Minimize Risk, Avoid Surprises, and Grow Your Business in a Changing World…

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Patricia Handschiegel: The New Power Girls: Five Reasons Print Media Is Failing On The Internet And How To Avoid It With…

I founded a pioneering social media start-up, and currently work in cross platform content production (TV, media, internet) and business.
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How to Avoid Facebook Business Page Recategorization

The e-mail message was alarming and ominous:

fb-email1.jpg

Thinking the above message must be spam, the folks at The Inn at Mount Snow in West Dover, VT, immediately logged onto their Facebook account, where they were promptly confronted by the following message at the top of their Page:

fb-message.jpg

Definitely not spam, and according a statement provided by Facebook to Entrepreneur magazine, it’s intentional.

“With millions of Pages on Facebook, we rely on our automated systems to help us best categorize them as Business or Community Pages,” said a Facebook spokesperson. “As you can imagine, when sweeping through Pages of this volume our automated systems are not perfect, and occasionally some Business Pages are miscategorized as Community Pages.” (Note: See the e-mail message above for Facebook’s own definition of a Community Page.)

To correct this, Facebook has created an appeals process that helps business owners recategorize their Pages if they believe Facebook’s automated system has made a mistake.

If your Facebook Business Page has been improperly recategorized as a Community Page, follow these steps to appeal the decision:

  1. Visit Facebook’s “Request for Page Category Review” page:
  2. Enter your Page name (use the exact name as it appears on your Business Page).
  3. Enter your Page URL (ex. www.Facebook.com/TheInnAtMountSnow).
  4. Indicate your role in administering the Page in question (employee of the company, one the Page’s official Admins, owner of the business, etc.).
  5. Describe the Category under which your Page resides. This part may be tricky because, let’s face it, who remembers the exact category and sub-category they entered for their Business Page upon creating it? Choices include local business; brand, product, or organization; and Artist, band, or public figure.
  6. Click the Submit button

How long it takes for someone from Facebook to review your appeal is unknown. Research for this story indicates some businesses have waited more than two months, during which the official category status of their Page did not change.

One thing’s for certain. If you receive or see a recategorization message from Facebook, don’t ignore it. And while no one knows for sure what makes Facebook’s automated systems flag a Business Page as being miscategorized, taking the following steps just might avoid it happening in the first place or speed along the appeals process:

  1. Secure a Vanity URL for Your Business Page: At the time they received Facebook’s recategorization notice, The Inn At Mount Snow’s Facebook Page URL was: http://www.facebook.com/pages/West-Dover-VT/The-Inn-At-Mount-Snow/130852016965?ref=ts. While there’s no way of telling for sure, Facebook’s automated system may have viewed “West-Dover-VT” as being more of a Community Page attribute than a business attribute. As I point out in The Complete Idiot’s Guide to Facebook, Facebook allows Business Page owners to request a specific URL for pages. Rather than live with the Facebook-generated URL (as in the example provided above), you can tell customers to find you on Facebook at facebook.com/YourCompanyNameHere (which is what The Inn at Mount Snow has recently done). Learn more about Facebook URLs (called User Names) at www.facebook.com/username.
  1. Update Your Business Page: Customers and others –and maybe Facebook’s automated system for categorizing pages–have a reasonable expectation that your business’s Facebook Page is going to be kept up-to-date, and the number-one way of doing that is to create and post a consistent stream of status updates. One update per day is ideal, but if you can’t do that, one every other day should suffice. Moreover, keeping the dialogue related to your business may also prove to be beneficial to avoiding recategorization.
  1. Continue adding fans: Facebook’s automated system for recategorizing Business and Community Pages may rely on fan data or demographics to determine whether your page is related to a business or a cause. And if your fan base isn’t growing, that might be one flag among many that your Business Page should be classified as a Community page. Whenever it’s appropriate to do so, promote your Facebook Business Page, both on- and offline. In addition, post status updates and notes that are worthy of your fans commenting, liking and sharing your information with others both on and off Facebook. Here again, fan activity–especially a lack thereof–may be a flag to Facebook’s recategorization system.

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Facebook Or Twitter Marketing And Advertising Blunders You Need To Avoid

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Mistakes to Avoid When Using Twitter As an Internet Marketing Tool

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CNBC Stock Market News — Cult Stocks: How to Avoid a Bad Ending — CNBC.com Stock Blog

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6 Ways to Avoid a Social Media Meltdown

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