Faceook pages have become an integral part of most businesses’ social media strategy. These pages give brands a place of their own on Facebook, the biggest social networking tool today with over 900 million users interacting with brands each and every day. With such traffic, combined with the ability to post images, videos, and interactive content through apps, Facebook can be leveraged by brands to engage users in a variety of ways and utilize experiential marketing techniques to improve brand equity and loyalty.
With that said, most small businesses tend to take social media marketing non-seriously, taking things into their hands rather than trusting a professional with the task. Sometimes this may be a result of low marketing budgets or over-confidence. Just because you know how to interact with friends on Facebook, does not mean you can communicate well with your fans as a brand.
Following are some of the most common mistakes by page admins that turn people off and damage their brand’s image.
Posting too often
You have to interact with your fans regularly in order to get new followers and keep the existing ones. But posting too often can have a detrimental effect on your Facebook marketing campaign. Everything you post appears on your fans’ News Feed. But spamming their News Feed will only serve to annoy them and might result in “unlikes”.
Commenting a lot
Keep it professional. Let your fans do the talking. The best pages are the ones where the page admin only intervenes to expand the discussion or to change its direction if necessary. Commenting too much on your own posts may indicate desperation on your part, leaving a bad impression on the fans.
Keep emoticons for your personal conversations only, if you must. Using emoticons as a brand indicates immaturity and a non-professional attitude. The only exception to this rule is when your brand image is SUPPOSED to be that casual, which is very rare.
Respond to each comment
This is an extension of the “commenting a lot” rule. Let fans answer fans’ questions. You don’t have to respond to everything. If your brand has been able to build some loyalty and enthusiasm with your target audience, you will always have fans who would jump to answer other fans’ questions to show their ownership and authority.
Liking your own posts
This is a big no-no. You post stuff for others to like. Doing so yourself may again indicate desperation and immaturity. This mistake is also common because page admins tend to like their page’s posts from their user profiles, but the page settings count that as a like by the page itself. Before liking your page’s posts, make sure you get the page settings right from the admin panel.
Posting irrelevant content
Facebook pages are supposed to help you build your brand. Whatever you post through your page is supposed to be a brand building activity. Therefore, make sure you post content that is relevant to your brand’s message. Avoid the common mistake of jumping on to whatever you think is trending.
This is only the tip of the iceberg, but if you manage to avoid these basic mistakes and then post consistently around a focused brand message, your Facebook page may well be on its way to make your business the talk of the town.