If you run an international company, it’s worth remembering that Facebook is blocked and/or banned in some of the world’s biggest markets. While China technically lifted its ban on Facebook in 2013, it seems that access is still only available within the 17-square-mile free trade zone in Shanghai (to make foreign investors feel more at home). Access in Vietnam is hit-and-miss, and content is heavily censored thanks to an official decree passed in 2013 (so if you’re trying to get your post shared in the Vietnamese market, you might be out of luck). Pakistan will block any pages that seem to have blasphemous content; Bangladesh is the same. Even in countries where Facebook is available, it’s not always the social network of choice: VK is the most popular social network in Russia, and Japan’s social networking landscape is dominated by Mixi (which has 25 million Japanese users, where Facebook only has 16 million).
And that’s just taking into account location-based markets – Facebook isn’t always the most popular social networking site for particular employment, lifestyle or age demographics, either. Style bloggers dominate on Instagram; academics who don’t use Facebook can be found on Academia.edu.
If you have your own social network to connect with prospective clients or users in countries or demographics where Facebook isn’t going to reach them, you’re automatically ahead of the game; using Facebook is basic online marketing, using your own private social network to widen your reach beyond Facebook’s borders is smart marketing.