Don't do Facebook because everyone else is. Do it to grow your business.
You know things are changing fast when it comes to social media. You might be afraid you're missing out, or simply cannot keep pace with Facebook as it continues to evolve at the speed of light.
Keep in mind that Facebook is not just about likes and followers. In fact, these numbers aren't meaningful anymore. If your current Facebook marketing strategy is focused on growing your fanbase and not on generating sales, engagement or traffic, you're likely not seeing the return on investment you were hoping for.
When utilized properly, Facebook can be a true performance media channel that works in concert with your other online marketing initiatives to drive sustainable results.