But Why Facebook?
Tricia Fama, COO
This is usually the point in the meeting where someone asks, “Why?” And this is usually the point where the room gets quiet.
Not because it’s a bad question. But because it’s one that rarely gets asked out loud.
Being Everywhere Feels Responsible, but It’s Not
Somewhere along the way, “having a social presence” quietly turned into “having all of them.” It feels proactive. It feels safe. It feels like you’re doing what you’re supposed to do.
But “everyone else is on it” isn’t a strategy. It’s a reflex.
This isn’t really about social media. It’s about what happens when habits replace decisions.
Once habits take over, platforms stop being choices and start becoming defaults. And defaults are hard to challenge—even when they stop making sense.
X Marks the Spot (Unless It Doesn’t)
X is great for real‑time conversation.
Strong opinions.
Being part of the moment.
It’s less great for explaining complex products, long buying cycles, or ideas that need context to land.
Yet brands still squeeze thoughtful, nuanced messaging into short bursts, hoping compression will somehow make it clearer. It doesn’t.
Tweet…Scroll…Gone
Pinterest Is Wonderful. Let’s Not Ruin It.
Pinterest is aspirational by design. Visual. Intentional.
Which raises a fair question: Is this really where someone goes to think about industrial waste management?
Could you make it work? Maybe. Should it be a priority? Probably not.
Not every platform needs your content.
And not every product benefits from being inspirational.
Sometimes the issue isn’t the content. It’s the room it’s been put in.
Most Underperforming Content Isn’t Bad—It’s Misplaced
This comes up more often than people expect. Most content that “doesn’t work” isn’t poorly made. It’s just showing up in the wrong place, at the wrong time, for the wrong mindset.
Posting the same message everywhere doesn’t increase reach. It dilutes relevance.
A Quick Note on Insta‑Satisfaction
Likes feel good. Followers look nice. Neither guarantees impact.
Social media is rarely instant, and it’s never automatic. If the plan is simply to post more, the outcome is usually wondering why nothing changed.
Social Is Part of the Mix. That’s the Point.
Strong strategies don’t start with platforms. They start with understanding.
- Who the audience is
- How decisions get made
- Where influence actually happens
Sometimes social leads. Sometimes it supports. Sometimes it isn’t the right first move.
All of those are valid.
So… But Why Facebook?
If the answer is:
- Because your audience is there
- Because it supports your goals
- Because it works with the rest of the mix
That’s intentional.
If the answer is:
- Because it feels expected
Well, that’s worth another conversation.
Closing Thought
A good agency won’t tell you to post more. They’ll help you choose better. Social can be powerful—but only when it’s purposeful. And it’s always just part of the mix.
About the Author
Tricia Fama is the COO of Element Six Creative Group and a seasoned creative leader with over three decades of experience in pharma, life sciences, and med tech.
Having worked on both the in house and agency sides, she brings a grounded, practical perspective to complex challenges — one shaped by experience, not ego. Tricia is thoughtful and steady in how she leads, with a genuine belief that strong work comes from trust, collaboration, and supporting the people doing it. Serious about results but light in her approach, she’s known for bringing perspective, optimism, and calm to moments that matter.
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