The short answer is that it’s only worthwhile if you know what you’re looking for. If all you want to do is establish community with your current consumers, organic Facebook posts can be enough. You’ll need a Facebook advertising plan that works if you want to increase traffic, clicks, leads, MQLs, or any other business metric in a visible, repeatable fashion. Calculate how much that traffic or lead is worth to your company, and you’ll have a good notion of how to gauge success in your Facebook advertising endeavors.
Longer response: Facebook has an unrivaled grasp on both breadth and depth. With over a BILLION users, practically any customer category can be found there. The Facebook Ad platform’s hyper-targeting tools, on the other hand, allow you to hone in with such precision that it becomes your best chance for highly tailored marketing segments, even down to the neighborhood level. The prices of advertising on Facebook are (approximately) equivalent to those of Google Adwords, but they are considerably more adaptable to any aim, audience, or budget.