5 Mistakes Marketers Make on Facebook, According to Forbes
Forbes recently published an article in which it lists 5 mistakes marketers continue to make on Facebook.
Although these are pretty high level issues, a number of local brands have yet to utilize this wonderful marketing tool in the best way possible.
One of the most common snags we’ve encountered is an over emphasis on marketing communications for social media platforms, rather than content which ultimately drives conversation.
Facebook, and indeed the social web as a whole, is a two way street. It’s the only communication medium which truly gives consumers a platform to voice their thoughts and opinions – for better or worse.
Why chase them away with same kind of Above the Line messaging they spend most of their time trying to drown out? Facebook is not a billboard, it’s a conversation starter.
1. There is no “I” in Facebook: There’s not a whole lot that’s inclusive when a business or brand uses the word “I” in a status update. Besides sounding a bit self-centered and out of touch, “I” can be a lonely letter. “We” on the other hand, denotes a team behind a business, organization or brand. “We” can be as small as two people in a room. We (see how I just did that?) see a lot of “I” statements in Facebook Page status updates, and it simply doesn’t make any sense. Worse yet, these offenders often use “I” without ever identifying who the “I” is.
2. Using a Personal Account for Your Business: Facebook launched Pages for businesses and brands in November 2007, yet some marketers continue to use personal accounts for businesses and brands. Take, for example, an Italian restaurant near my home in Laguna Beach, California. The owner is using the two words in the restaurant’s name as the personal account’s first and last names.
This is nonproductive on a number of fronts, including the fact that when potential diners search for the restaurant on Facebook, they can’t find it because it’s a person. And even if they found it, they couldn’t “Like” it. What this restaurateur loses by not establishing a Facebook Page is access to advertising options, analytics, apps for business use, and many other features. Plus, maintaining a personal account for anything other than an individual is a violation of Facebook’s Statement of Rights and Responsibilities.
If your business or brand is guilty of this and you don’t convert the personal account to a Page, your business risks permanently losing access to the account and all of its content (Facebook has begun cracking down on this — hard). If you are in violation of this rule, now’s the time to migrate the personal profile in question to a Facebook Page.
3. Leaving URLs in Status Updates: One of the laziest things marketers do on Facebook is leave the hypertext of a linked item in the body of a status update. That just shouts out, “We don’t really care about this message.” And there’s no reason for it. Why? Because once a pasted URL appears in the body of the unpublished status update and the resulting link appears in a display box below that update, you can delete the link and the resulting content will remain. Take a look and ask yourself, which one of these looks better:
4. Not Posting Enough: If you’re managing your Facebook Page with a rule that determines how many times you post each day or week, you’re focusing on the wrong thing. It’s not the number of times you post that matters (although once a day would be nice); it’s the quality and relevance of that content to your fans customers that matters. When you generate content based on the type of information your fans need, like, and would derive benefit, you can create a plan that’s aligned with your businesses goals.
5. Ending All of Your Status Updates with a Question: Best thinking suggests that if you want to receive lots of comments on your Facebook content, ask questions. Queries effectively get Facebook members to comment on your status updates. But doing so every single time you post content is just annoying. Especially if your brand does nothing aside from asking the question. If you never share the valuable insights being generated by all these comments, and if you never respond to comments ending in a question, then it’s just an exercise in futility.