7 Facebook Blunders You Want Your Company to Avoid
Used correctly, Facebook can provide major benefits. Here are some common mistakes that many companies make, and the ways that you can avoid them.
1. No Plan
Too often small business owners and corporate executives think that just showing up is enough. It’s not, though.
Just like you wouldn’t send a letter without knowing what you wanted to say, on Facebook you need to know what you’re promoting, you need to be clear on who’s responsible for managing the page, and you need to set the tone from the outset. Once you’ve done that, you can update and modify your page depending on how your customers respond.
2. Too Many Posts
You get consumers to your page and post a lot, in an effort to keep them engaged. But unless you post items worth reading, you’re boring your audience and ensuring it will ignore your feed.
Avoid this by putting yourself in the customers’ shoes. Get on Facebook and
like a number of brands. You’ll see who’s got a good rhythm of communication. You’ll also discover at what point companies cross the line and lose interest and business.
3. Hiding Customer Complaints
Being criticized is never fun, and no one ever satisfies all the people all the time. But you still need to face, and respond, to complaints posted on your wall.
Don’t make the mistake of deleting those comments. That will further annoy or enrage the person, and broaden the problem. Instead, quickly acknowledge the issue, and note that you’ll follow up privately. Then do so.
Resolving the problem can turn a complainer into a supporter. But even if that doesn’t happy, learn from the criticism so that you can avoid similar situations in the future.
4. Broadcasting, Rather Than Conversing
People go on Facebook to have conversations, not to listen to lectures. So don’t treat your Facebook page as a megaphone; rather, see it as a telephone, and the customer, the person on the other end of the line, as someone to communicate with.
If you don’t pay attention to them, they will lose interest in doing business with you. Let conversations develop at their own pace, and listen and learn from them.
A cardinal sin in marketing being dull. Avoid one status message after another, particularly if they come across as the corporate equivalent of forcing people to watch movies of your vacation.
Switch things up. Have some links that interest people that aren’t about your business. Post videos that will engage your audience, and that don’t relate to your business. Run a poll that isn’t about your business. Notice a pattern here?
6. Underestimating What It Takes
Think about what it’s like to use your personal Facebook account. How much time would it take to really keep on top of what all your online friends are doing? Now scale that up to the number of people that interact with your business page.
You need someone accountable for posting entries and links, reading comments, replying to customers, and otherwise acting as the company’s presence. Appoint one person, and make sure to give him or her sufficient time to do all that’s required.
7. Not Reading the Fine Print
Facebook can do a world of good for you. Use it properly, so your business will get all of the advantages it offers.
- How To Measure ROI on Your Content Strategy (contently.com)
- 80% of Social Media Users Prefer Facebook for Connecting With Brands (hubspot.com)
- 10 Blogs You Should Be Reading If You Manage A Company’s Content Strategy (contently.com)