Facebook has been around since 2004 and by now, most companies have figured out that it could be a powerful marketing tool if used correctly. According to Facebook, there are 901 million monthly active users as of the end of March 2012, and 526 million of them are active daily. It’s hard to not see the potential there, isn’t it?
There are a ton of articles about what you should be doing on Facebook. In fact, we’ve got a whole category on our blog with social media tips. But there aren’t many guidelines about what you shouldn’t be doing on Facebook. Don’t worry, this article has you covered.
Oh and for the purposes of this conversation, we’re assuming that you’re not doing anything illegal over there and you’ve (at least) completely filled out your profile! If not, give us a call ASAP because we’ve got bigger fish to fry than these tips!
1. Focusing Exclusively on Likes
Sure, having a million likes looks impressive and we get it, the more likes you have, the more people your posts are reaching. But the key to Facebook Business Page nirvana isn’t in the number of likes that you have—it’s getting the right people to like you and then keeping those people engaged.
We too often see companies looking for likes in all the wrong places and then throwing in the towel on Facebook when none of those likes turn into sales. Remember, it’s going to take some patience and strategy to get worthwhile likes.
So, using Facebook to give away iPads, Kindles, or vacations just for liking your page may get you a lot of action initially, but it’s very unlikely those “prospective” customers will stick around long enough to know your company name. Chances are, they’re already off looking for the next deal or freebie. That being said, there’s absolutely nothing wrong with running a contest, just make sure it’s branded and targeted to the types of folks you want to become customers. Then make sure you have a plan together for how to keep them interested and engaged once the contest is over.
2. Not Having a Content Strategy
Social media is a tool to help you better sell your product or service. To do that, you need to connect with your customers on a personal level. People don’t want to be preached at or bombarded by a constant stream of advertisements.
Take the time to develop a social media strategy. Know what you’re going to post and when you’re going to post it so you don’t end up constantly uploading funny photos that have nothing to do with your brand just because you feel like your Facebook page has been quiet for too long.
Think of what your customers want to read and do, then tailor your Facebook posts to that. If you produce quality, timely content and develop a presence as a thought leader, the right people will find you and the word will spread.
3. Not Measuring the Results
If you’re not directing people to your company’s website and measuring how they go there, you won’t know how effective your social media strategy is. Give special offers to fans of your Facebook page and direct them to your site to cash in. And always, always make sure your contact information is up to date. If you’re using Ads on Facebook, take advantage of their Marketing Classroom and keep up with the Analytics.
Google Analytics is another free tool that will help you to calculate the cost of each lead you bring in. Keeping up with analytics will also help you to see trends in your conversion rate. For example, Buddy Media Research has found that engagement rates for Facebook are 18% higher on Tuesdays and Fridays. Now what can you do with that information to further engage current and potential customers? Good social media sense is good business sense, too.
Perhaps the most important bit of advice we can offer about what not to do on Facebook: don’t ignore it. If you’re going to have a company page, make sure to keep it current and interesting. If your current fans don’t see anything going on, they’re not going to think of you often or share your information with their friends.
