20h • The Weekly Stack
𝗪𝗲𝗱𝗻𝗲𝘀𝗱𝗮𝘆 𝗤𝗢𝗧𝗪: 𝗗𝗼𝗲𝘀 𝗮 𝗣𝗹𝘂𝗺𝗯𝗲𝗿 𝗦𝘁𝗶𝗹𝗹 𝗡𝗲𝗲𝗱 𝗮 𝗙𝗮𝗰𝗲𝗯𝗼𝗼𝗸 𝗣𝗮𝗴𝗲?
Short answer: yes, but not for the reason your client thinks.
Long answer: it depends on what job you are hiring the page to do.
Let's look at the numbers, then let's argue about it in the comments.
𝗧𝗵𝗲 𝗖𝘂𝗿𝗿𝗲𝗻𝘁 𝗦𝘁𝗮𝘁𝗲
Facebook did not die. Pew surveyed 5,022 US adults in 2025 and 71% said they use it. YouTube was the only platform ahead of it at 84%. Instagram sat at 50%. TikTok at 37%.
Now look at the age band that owns a house and calls a plumber. Adults 30 to 49 use Facebook more than any other age group, 80% of them.
BrightLocal's 2026 consumer survey backs that up from the local side. Facebook is still the second most common place people go for a local business recommendation, behind Google and ahead of AI tools.
So "nobody is on Facebook anymore" is not a take. It's just wrong data.
𝗪𝗵𝗮𝘁 𝘁𝗵𝗲 𝗗𝗮𝘁𝗮 𝗔𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗦𝗵𝗼𝘄𝘀
Here's the part that should make every one of you pause.
Being on the platform is not the same as getting the call.
That same BrightLocal survey asked people what they do after they read reviews about a local business. 54% go to the business website. 31% go to the location. 20% contact the business.
24% bother to click a social profile.
Social is a stop on the trip. It is not the destination.
And the map is moving fast underneath all of us. Google as a review source dropped from 83% to 71% in a single year. AI tools went from 6% to 45%. Apple Maps nearly doubled, 14% to 27%.
Then there's trust, which is the half nobody measures. A 2023 BrightLocal report put trust in Facebook for local business information at 32%. Presence is cheap. Belief is not.
And we must not forget the AEO angle. Facebook can also be a trust signal and an AI data point.
𝗦𝗼 𝗪𝗵𝘆 𝗗𝗼 𝗣𝗲𝗼𝗽𝗹𝗲 𝗦𝘁𝗶𝗹𝗹 𝗦𝗸𝗶𝗽 𝗜𝘁?
Because nobody ever showed them a dollar that came from it, so the page becomes a chore, and a chore loses to a ringing phone every single time.
𝗪𝗵𝗲𝗿𝗲 𝗧𝗵𝗶𝘀 𝗚𝗲𝘁𝘀 𝗡𝘂𝗮𝗻𝗰𝗲𝗱
Push back on the lazy version of my own argument here, because "every business needs a Facebook page" is exactly as dumb as "nobody needs one."
An emergency plumber at 11 PM with water on a finished floor is a Google and Maps problem. Nobody scrolls a feed while the basement fills.
A med spa, a gym, a restaurant, a wedding photographer, a youth sports program. Those live in feeds and local groups. Completely different game, same platform.
And a page with 11 followers and a cover photo from 2019 is worse than no page at all. It answers a question the buyer was not asking, which is whether this business is still open.
𝗕𝗲𝘁𝘁𝗲𝗿 𝗤𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀 𝘁𝗼 𝗔𝘀𝗸
Stop asking "do we need a Facebook page." Ask these instead.
𝐈𝐬 𝐭𝐡𝐢𝐬 𝐚 𝐩𝐫𝐨𝐨𝐟 𝐚𝐬𝐬𝐞𝐭 𝐨𝐫 𝐚 𝐝𝐢𝐬𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧 𝐜𝐡𝐚𝐧𝐧𝐞𝐥? Proof means it exists to survive a name search and look alive. Distribution means we expect it to produce leads. Two different jobs, two different budgets.
𝐖𝐡𝐚𝐭 𝐢𝐬 𝐭𝐡𝐞 𝐜𝐡𝐞𝐚𝐩𝐞𝐬𝐭 𝐯𝐞𝐫𝐬𝐢𝐨𝐧 𝐭𝐡𝐚𝐭 𝐬𝐭𝐢𝐥𝐥 𝐩𝐚𝐬𝐬𝐞𝐬 𝐭𝐡𝐞 𝐧𝐚𝐦𝐞 𝐬𝐞𝐚𝐫𝐜𝐡? Profile filled out, hours, phone, service area, a handful of real job photos, and somebody who answers messages.
𝐈𝐟 𝐰𝐞 𝐚𝐫𝐞 𝐩𝐚𝐲𝐢𝐧𝐠 𝐟𝐨𝐫 𝐫𝐞𝐚𝐜𝐡, 𝐝𝐨𝐞𝐬 𝐭𝐡𝐞 𝐨𝐟𝐟𝐞𝐫 𝐰𝐨𝐫𝐤 𝐜𝐨𝐥𝐝? Paid social sells to somebody who was not looking yet. Search sells to somebody who already is.
𝗧𝗵𝗲 𝗔𝗴𝗲𝗻𝗰𝘆 𝗔𝗻𝗴𝗹𝗲
This is a paid diagnostic sitting in plain sight.
Pull up a prospect's Facebook page next to their Google Business Profile. Check four things: last post date, whether messages get answered, whether the hours match, whether the phone number matches.
Then price it honestly. Charge to keep a page alive as a proof asset, and say out loud that it buys credibility, not calls. If they want calls, that is a separate line item with a separate number on it.
Selling a drain cleaner $1,500 a month in feed posts is how you end up on a month 3 cancellation call.
𝗬𝗼𝘂𝗿 𝗧𝘂𝗿𝗻
71% of adults are on the platform. 24% of review readers click a social profile.
𝐒𝐨 𝐰𝐡𝐢𝐜𝐡 𝐢𝐬 𝐢𝐭 𝐟𝐨𝐫 𝐲𝐨𝐮𝐫 𝐜𝐥𝐢𝐞𝐧𝐭𝐬: 𝐚 𝐩𝐫𝐨𝐨𝐟 𝐚𝐬𝐬𝐞𝐭 𝐲𝐨𝐮 𝐤𝐞𝐞𝐩 𝐚𝐥𝐢𝐯𝐞 𝐟𝐨𝐫 𝐜𝐡𝐞𝐚𝐩, 𝐨𝐫 𝐚 𝐫𝐞𝐚𝐥 𝐜𝐡𝐚𝐧𝐧𝐞𝐥 𝐲𝐨𝐮 𝐜𝐚𝐧 𝐭𝐫𝐚𝐜𝐞 𝐫𝐞𝐯𝐞𝐧𝐮𝐞 𝐭𝐨? 𝐍𝐚𝐦𝐞 𝐭𝐡𝐞 𝐜𝐥𝐢𝐞𝐧𝐭, 𝐧𝐚𝐦𝐞 𝐭𝐡𝐞 𝐢𝐧𝐝𝐮𝐬𝐭𝐫𝐲, 𝐚𝐧𝐝 𝐭𝐞𝐥𝐥 𝐦𝐞 𝐭𝐡𝐞 𝐥𝐚𝐬𝐭 𝐥𝐞𝐚𝐝 𝐲𝐨𝐮 𝐜𝐚𝐧 𝐚𝐜𝐭𝐮𝐚𝐥𝐥𝐲 𝐭𝐫𝐚𝐜𝐞 𝐛𝐚𝐜𝐤 𝐭𝐨 𝐚 𝐅𝐚𝐜𝐞𝐛𝐨𝐨𝐤 𝐩𝐚𝐠𝐞.
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𝗪𝗲𝗱𝗻𝗲𝘀𝗱𝗮𝘆 𝗤𝗢𝗧𝗪: 𝗗𝗼𝗲𝘀 𝗮 𝗣𝗹𝘂𝗺𝗯𝗲𝗿 𝗦𝘁𝗶𝗹𝗹 𝗡𝗲𝗲𝗱 𝗮 𝗙𝗮𝗰𝗲𝗯𝗼𝗼𝗸 𝗣𝗮𝗴𝗲?
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