If you market a product or service Facebook probably factors into your social media marketing strategy.
Facebook can help you evangelize your brand and keep your business “sticky” in the hearts and minds of your target audience. It’s an inescapable marketing channel that smart brand managers understand and know how to leverage.
Used correctly, Facebook can stretch your advertising dollars and make you a hero. Conversely, too many Facebook mistakes could unravel your marketing plans and end up killing your brand.
1. Too much content
“Less is More.” It’s an old marketing adage, but still so true.
Facebook is a place where people come to be entertained and mildly enlightened. They do not want to be overwhelmed with full-blown dissertations and product manuals.
Think of your Facebook post as a 15 second TV commercial. You’ll have only a limited amount of time to inform viewers about your top features and benefits. Hopefully, they’ll want to learn more. And if they do, they’ll either call you, check out your website or visit your store.
Same deal with a Facebook post. You’ve got only a limited amount of space to write a short and captivating “tease.” Three sentences, tops. Something so juicy, provocative or spellbinding that viewers feel compelled to click on your link to read more.
2. One-way dialogue
Remember, Facebook is a “social” medium. As a marketer, your job is to talk with your viewers, not to them. You want to inspire a back and forth exchange.
Don’t simply tell your readers that you make the world’s best fly-swatter. Instead, get them involved. Ask your readers to describe the best summer picnic they ever had, and how they coped with all the pesky ants, flies and bugs? Or, make it a contest—offer 1st, 2nd and 3rd place gifts for the best summer picnic story!
Keep your content lively and engaging. And don’t forget to respond to individual posts: The more “touchpoints” you create, the more loyalty you foster with your audience and customers.
3. Using images that aren’t branded
Every good Facebook post includes an image. But what a waste if the image you use does not reflect your brand! That’s why you should take the time to develop your own images— photos or illustrations that throw a spotlight on your logo. If your images are not branded, you’re missing out on an opportunity to increase brand awareness.
4. No — or not enough — boosts
It’s relatively inexpensive to boost your Facebook post and well worth the investment. Without boosting, your post could easily get buried under a quagmire of competing messages.
Boosting guarantees that your post gets top placement and maximum exposure. Plus, you can expand your reach well beyond your immediate circle of fans by boosting your post to reach all of their connections. You can even boost your post to a completely new audience, by targeting people based on their location, interests, age and gender. If your company is not making the most out of boosting, you’re definitely missing the boat.
5. Trying too hard
Your Facebook audience can tell when you’re trying too hard to be clever, cute, or cool.
Let’s say you own a company that produces corn. So, on Valentine’s Day, you post an image of a heart made from corn kernels. And your Facebook text says, “Too corny?”
If you try too hard, you will come across as lame and forced. Wait for the opportunities that are authentic and genuine.
6. Ignoring complaints
When you don’t respond to an online complaint, you just add insult to injury, and further generate disdain. And not just from the person who wrote the original complaint.
Ignoring customer complaints is a definite public relations “no-no.”
Believe it or not, a heartfelt response, and apology if appropriate, can actually increase your following, and strengthen your brand.
Demonstrate to your customers that you care, and that you will bend over backwards to provide the ultimate service. You’ll reap the rewards 10-fold.
7. Posting too often
Advertising, in general, is a balancing act. If you don’t get in front of your audience enough, they won’t remember you or your brand. If you advertise too much, you risk over-saturation and brand fatigue.
When it comes to Facebook, the general rule of thumb is to post no more than twice a day. A few high-quality posts beats a barrage of boring posts every time.
8. Predictable content
In today’s world of over-stimulation, it takes a lot to maintain the interest of your easily-distracted viewers. The last thing you want to do is become predictable, stagnant… a real snore. So, make sure to rotate the types of messages you send out. Give your customers a variety of pictures, posts and blogs. Mix it all up with videos, quotes, quizzes, games, infographics, tutorials, open-ended questions, jokes, etc.
9. Ignoring analytics
Did you know that Facebook provides you with free analytics and insights about your posts and how they are doing? How cool is that?
Take the time to find out when, where and how your fans are keeping up with your content. For instance, you may find that a great percentage of your followers are checking you out on certain days and in certain timeslots. Adjust your content and your schedule according to the data, and get the most out of your social media strategy!
There you go. Nine mistakes to avoid when posting on Facebook. You’re now fully equipped to get out there and make social media magic.
Tell us your Facebook secrets in the comments section below!