Is Facebook a Good Business Tool or a Vanity Trap?

• by gmashworth
• in Miscellaneous
• posted February 1, 2019

There was a time when social media didn’t exist—and depending who you ask, the world may have been better for it. Today, platforms like Facebook are deeply woven into daily life. I use Facebook myself, and while I’ve had many laughs and meaningful moments there, I now have just as many reasons to dislike it. It can be a lively space for conversation—or a toxic one. It’s a platform full of contradictions.

A brief history of Facebook

Launched in 2004, Facebook entered a very different digital landscape. Back then, websites like Friends Reunited—which aimed to reconnect old school friends and colleagues—were hugely popular. But Facebook offered more: a slicker interface, more dynamic engagement, and the beginnings of what we now call social networking. It quickly became a global phenomenon.

Back in those early days, privacy was a major concern. People were careful about what they posted, aware their employers or colleagues might see it. Over time, society changed and so did the platform. Now, Facebook is less about connection and more about performance.

Facebook plays to peoples’ vanity – it’s an absolutely fantastic sales strategy. 

The Facebook vs. LinkedIn effect

LinkedIn, which predates Facebook by a year, has kept its sense of professionalism (and yes, maybe a little snobbery). Etiquette matters there. Respect has to be earned.

On Facebook, status often determines engagement. Popularity, or the illusion of it, can influence how people interact with you. I compare Facebook to the early seasons of Big Brother—initially a fascinating social experiment, but later devolving into a fame-hungry spectacle.

LinkedIn is more like The Apprentice or Dragon’s Den—there’s drama, sure, but there’s still a structure. Facebook, on the other hand, is now a strange blend of business, personal lives, and ego. And that worries me.

Freedom of expression—or just noise?

One of Facebook’s biggest selling points is that it gives people a voice. But when everyone’s speaking, it gets loud. Angry even. Arguments escalate, debates turn into echo chambers, and insults fly. You quickly see the platform’s darker side—racism, misogyny, xenophobia—nothing is off-limits.

There’s also the mob mentality, where piling on is encouraged and nuance is lost.

The rise of the self-promoters

What frustrates me most is the self-promotion culture. I don’t mind selfies or people being proud of themselves—it’s the performance of it all that grates. Especially when people create “public figure” pages to boost their own egos and masquerade it as business.

It’s the celebrity culture, rebranded.

“Facebook has taken on an almost godlike status in the cultural consciousness… is Facebook making people more vain?” – Joe Turnbull, The Guardian

I’ve worked in branding long enough to spot when the person is being promoted more than the product or service. Often the actual offering becomes secondary, while the personality (real or not) takes centre stage. Somehow, these folks still build large followings. It baffles me.

Microsoft and Apple didn’t succeed because Bill Gates or Steve Jobs posted selfies. They succeeded through innovation—then we learned who they were. True branding speaks for itself. That’s something many self-promoters forget.

The cult of the ‘Like’

Let’s talk about the currency of Facebook: the ‘like’ button.

It may seem harmless, but it’s deeply political. Likes are often more about status than substance. Some posts go viral not because they’re good, but because of who posted them. People ‘like’ without reading, without thinking. It’s performative. And it creates a dangerous illusion of popularity.

“Have you ever noticed that you don’t have any pictures of the actual best moments of your life?” – Diana Fonseca, Iowa State University

I sometimes wonder what would happen if Facebook removed all reactions. Would people still post?

One writer, Elan Morgan, stopped liking posts entirely—and it changed how she used Facebook. I highly recommend reading about her experience.

Facebook is a business—don’t forget that

Here’s the part we all tend to ignore: Facebook is not a community service. It’s a business with some of the most powerful algorithms ever created. You can pay $5 to boost a post and suddenly see hundreds of likes—magically. But over time, engagement fades… and guess what? You’re prompted to pay again.

It’s a brilliant, addictive model. And it plays on our vanity.

So, is Facebook good for business?

If you’re a large company or brand, Facebook might serve as a useful marketing tool—not a revenue stream. But for freelancers and small business owners? I’d advise caution.

Some people say they take breaks from Facebook because it depresses them. I don’t blame them. I blame the community for what it’s become. The culture of superficiality, constant validation-seeking, and performative self-promotion has turned Facebook into a devil’s playground.

Being “Facebook famous” is like being rich in Monopoly—fun, maybe, but not real.

In the end…

I stay on Facebook because of family and friends—especially since moving abroad. That connection is important. But I see the platform for what it is. And honestly, I sometimes envy those who don’t.

Because as much as I see clearly, I also know this: ignorance really is bliss.

^{Sources: Sarcastic illustration artwork by John Holcroft / Modern World by Marco Melgrati / Extracts taken from – 7 Ways Facebook Is Bad for Your Mental Health by Douglas T. Kenrick Ph.D. and Jessica Bodford / Facebook is not real life – by Diana Fonseca – theodysseyonline.com – Is Facebook making us more vain? By Joe Turnbull}