Everyone knows Facebook can be a powerful marketing tool. It allows you to connect with a broad audience, provides a venue to interact with customers, and can give your company a personal feel. However, to be effective, Facebook must be used correctly. There are a number of mistakes that some companies make that turn off potential customers.
1. Posting Too Often
Of course it is a good idea to post frequently. It keeps customers engaged and coming back for important information. However, there is also a point where it becomes too much. If you are posting five times a day, people are going to get annoyed and stop following you. Many people recommend no more than once a day.
2. Not Posting Enough
On the other hand, you don’t want to be completely silent on Facebook either. People need a reason to follow you. If you haven’t posted in weeks, people will think you are irrelevant or that there’s no reason to follow you. Be consistent.
3. Uncreative Content
People will only like your page if they think it has something valuable to offer. There are so many people on Facebook that you need something to set you apart from everyone else. Post creative content, even if it doesn’t seem to have a direct connection to the product or service your company sells.
4. Unresponsive to Fans
One of the best elements of Facebook is the opportunity to engage with fans of your page. If people ask questions or give compliments, they will be offended if you don’t respond. The more you engage customers the more they will be willing to purchase your services.
5. Arguing With Customers
While it is important to engage with customers, always keep it positive. Never get into arguments about a product, even if a person is wrong. There are people that will intentionally try to get a negative reaction out of you. Simply apologize when people complain and stay out of fights.
6. Posting the Same Topic Over and Over
People need variety. If you just post about the same thing every time, people will get bored and stop following you. Try to add variety to your posts. Not everything has to be directly about the product you sell. Try to engage customers in interesting conversations about a wide variety of topics.
7. Not Having a Plan
You simply will not be successful if you don’t start out with a strategy. This is essential for any type of marketing campaign. Understand what type of audience you want to target and how you will reach them.
8. Focusing Too Much on Numbers
Some companies feel that the ultimate goal of a Facebook page is to get as many followers as possible. This isn’t necessarily true. A greater focus should be based on the actual content of the page and how it is impacting viewers.
9. Ignoring the Analytics Feature
Some people don’t look at or don’t even realize Facebook gives you analytics about your page. Looking at these stats will tell you how many people are viewing your page and what types of posts are working.
10. Not Having a Cover Photo
This is free advertising space. Facebook is frequently coming out with new profile features, so pay attention to them. Pictures are the first thing people will pay attention to. Keep them updated and visually appealing.
About the Author: Lindsey Patterson is a freelance writer who specializes in the latest social and technology trends, specifically involving the use of social media. She is currently a consultant for Vivint. Follow them on Twitter here.