How To Avoid Common Facebook Marketing Mistakes
Facebook marketing has become extremely popular among small businesses, but there are some pitfalls. Here are five common mistakes and how to avoid them.
The number one mistake to make on Facebook is ‘broadcasting’ your messages, rather than providing fans with relevant and engaging content. Facebook is all about authenticity, so if your company message does not feel genuine, the community will see through it straight away.
Make sure you interact and encourage your fans to connect with you instead of merely having making money as your focus. People go on Facebook to make connections and join a community and it’s very important to remember that.
2. Not Investing Adequate Time
A really successful Facebook strategy takes time to cultivate; you can’t just ‘set it and forget it’. You have to remain interactive and keep your page current and interesting to engage customers; otherwise they will have no reason to stay. Make sure you respond to posts and messages in a timely manner and give your fans plenty of new content to respond to.
Set aside time each day to monitor what’s landed on your page and respond to it appropriately.
3. Being Boring or Predictable
Continual updates and product status reports will become boring if you overdo them. Facebook is all about being social and sharing amusing or interesting titbits of information. When planning your posts, think about what kind of content your fans will actually want to read and most importantly, share with their friends.
If you become overly predictable, annoying or just plain boring, your fans will simply hide you from their feed and all your hard work will be in vain. Keep it varied and personal; use photos, tags and videos to engage your fans. Auto-published content should also be avoided; use Facebook’s native publishing tools instead and keep it real.
4. Failing to Learn About Facebook Mechanics and Tools
Make sure you take time to learn the ins and outs of Facebook’s many tools. By using all the functionality available, you can create a truly optimal brand experience. Why not create a custom welcome page, or use the many tools at your disposal to introduce your company to the Facebook audience?
A basic mistake is to try to upload a company logo as your profile image. The resulting thumbnail that shows up in your news feeds will only capture a few letters in the centre of the logo and this meaningless, partial image is then how you’re branded throughout Facebook.
Another useful tool is Facebook Insights, a built-in analytics system. You can use this for post-campaign analysis to see what sort of content receives the best feedback and customer engagement.
5. Violating Facebook's Terms
Make sure you understand the Ts and Cs; many companies risk losing all their hard work in building a following simply because they don’t follow the rules. Common errors include trying to build a community on a personal page rather than a proper Facebook page; tagging people in images without their permission and failing to follow the rules around running contests.
If Facebook receives complaints, your page will be reviewed and you may find you lose everything you’ve worked for.
Learn about the Facebook platform and educate yourself on how to build and maintain an audience, engaging with people in the same way that you do in real life. Small businesses are far better able to make personal connections with their customers; don’t forget this when you join Facebook as it could be your biggest asset.
About Alison Page
Alison is a small business owner, freelance writer, author and dressage judge. She has degrees in Equine Science and Business Studies. Read her full story at http://www.theladywriter.co.uk