Since the moment you build a website, you are told how important it is to duplicate your efforts on Facebook. But are you using the social platform properly? And if not, what can you do to improve your efforts and increase your return on investment? Here are five common mistakes we see marketers make with their Facebook Pages and easy ways to fix them.
- Broadcasting Content
Facebook is not a platform designed for broadcasting information. It is a conversation platform on which users who “Like” your company can interact with members of your team to ask questions, learn more about your brand and build a relationship with you. It’s your job to accommodate by responding to comments, providing valuable content like videos and links, and asking questions of your readers on a daily basis.
- Pages vs. Profiles vs. Groups
They may sound similar, but a Facebook Profile is very different from a Page. A profile is designed for personal use. It has friends and limits on how you message those friends. A Page on the other hand is for brands. People can “like” your brand and you can send status updates to thousands of people at once. Not only is a Profile much less powerful, it violates Facebook’s terms of service for a company to use one.
Another mistake you should avoid is creating a Group instead of a Page. While for the most part a Group has many of the same features as a Page, Facebook Pages are linked to numerous marketing tools that add value to your account. They are displayed in the “info” tab of each fan’s personal profile, have widgets that allow external promotion and landing tab customization, and they connect with Facebook Insights to provide in-depth data about the interactions on your Page. Groups are powerful for getting likeminded people together to discuss a topic, but as a business you want something that measures success and increases connectivity with outside resources like your website.
- Regulate and Oversee Your Page
If you take the time to create a Facebook Page, put someone in charge of overseeing its content. Poorly regulated Pages are unprofessional and can hurt your brand more than they help. People may ask questions expecting responses or you may experience spam or cyber bullying on your Page. A moderator and regulator can fix these problems (and report trouble makers) immediately.
- Cross Promoting
A good Facebook Page needs help attracting Fans. There are millions of Pages out there, so yours won’t stand out without a little extra work. Cross promote it on Twitter, add a link to it on your web site, and use the Facebook advertising platform to garner Likes. There are a number of ways to draw attention. Just be sure to read the rules and regulations for promotion of your Page before starting any contests or Like-drives.
- Boring Content
It’s easy to fall into a habit of uploading the same boring updates day after day. But, people will stop following your Page if you announce what you ate for breakfast on a daily basis. Be creative and think of exciting new ways to provide value. Look for links and videos to share. Build a conversation with your fans. Ask questions and create interesting answers. There are a lot of ways to engage and be interesting on Facebook – repetitive status updates are not one of them.
Facebook is a powerful tool, but it requires attention and focus. Simply having a Facebook Page doesn’t provide results. You need to invest time and energy into building your brand, creating relationships with fans and providing valuable content day after day. Do that and your Page will be as successful as you’ve always envisioned.