By now you have probably heard the comparison, that Facebook is like an empty refrigerator… there is nothing new in there, and you know this, but you keep opening it up and checking it every five minutes anyway.

You just can't help yourself. Like that empty refrigerator, you hope that you will find something interesting when you peek. And sometimes you do find something that gets your attention and the visit to the site is worth your time.

I'm guilty of this as well. By the time you read this column, I will probably have refreshed my own Facebook page a couple of times, hoping to see a funny picture, a witty post or a lively debate on some topic that interests me. Whatever it is, I hope it is there.

And that attitude is why you, as a carpet cleaner or restoration contractor, must use Facebook as a marketing tool. People can't help themselves… they look several times a day to see what is new, and if you can get your marketing message there, your company has valuable — and free — exposure to your marketplace.

Of course, any social media site or tool is worth doing, but my personal belief is that Facebook is the one you should concentrate on. Google+ is something to consider as well, especially as being part of that site will help your local search engine optimization efforts. And don't forget Twitter; it has a lot of marketing value.

Social media: The Wild West

Social media is something fairly new. You can compare it to the Wild West — yes, with cowboys and Indians all running around and creating havoc as they work out their domination issues.

Like the Wild West (at least what is presented in movies and television programs), social media has no "rules" to follow, and everyone is running around and doing anything they want and trying to figure out how it all works. But some common sense should be part of your social media campaign. What should you post about? What should you avoid? These are good questions, and you must think about your audience as you answer them.

Remember that social media is just that — social. People go there for information, but more so for entertainment. A funny post, funny picture or something engaging is what you want to post. The fact that you are stopping at Starbucks (or — horrors — McDonalds) may be interesting to you, but does anyone really care about your morning beverage?

How often should you post? I recommend one original post on your "wall" each day. Remember that the average Facebook user has something like 130 "friends." If you post, for example, five times in one day, then your posts are going to sit on their news feed and take up space and probably irritate that valuable customer who you spent time and money on them to become your friend.

You can reply to other posts as much as you wish, and you should engage local "groups" that have the type of users you wish to have as customers. Social media is much more than simply posting a thought. It's a playground for marketing professionals. Go to http://www.advantagecleaningteam.com/ or http://www.janiservu.com/