Facebook is being extensively used by brands and businesses these days as a tool for marketing. These brands and businesses, in the process of interacting with fans and communicating about their brands, commit mistakes which could prove harmful. Here are some of the mistakes which brands should avoid on Facebook.
One very common mistake made by brands is that companies and brands with business pages on Facebook post a lot of content thinking it would engage more audience. But, this is not the case. This sort of continuous posting of content actually decreases the interest levels among readers and fans since they would consider it to be spamming. So, it is always wise to post content periodically and content that is value for time as well as relevant.
Another mistake brands make is with respect to the timing of the posts. It is important to choose the right time to post depending on when majority of the fans will be online. This can be gauged using the Facebook Page Insights feature which will give a fair idea of when a large chunk of the fans will be online and when user engagement will be high.
Many a times, these brands and companies engage in a one way interaction with no real conversation taking place between the brands and their fans. This happens when the brands simply put up posts to appear active whereas posts should ideally open the floor for dialogues and discussions. Mere posting serves no real purpose on the branding and social media marketing front.
Sometimes brands in the hurry to put up a post on their Facebook pages end up putting the wrong links along with the posts. This might seem like a small thing but it ends up being repetitive if the link posted carries the same information as the rest of the text in the same post. It is also a mistake or a reflection of the brand’s carelessness when they leave the URL of a website or webpage as a part of the status posted by them. It is also a mistake if brands include the link in the post when the the thumbnail is already linked to the relevant article.
It is extremely important for brands to utilize the cover photos to its maximum for their marketing activities. The Facebook cover photo is often referred to as ‘prime real estate’ because of the vast area brands get to showcase their products. Many brands fail to understand this and underuse the Facebook cover photo. Also, another mistake to avoid with respect to cover photos is using photos without permission.
Another mistake brands make is to convey a message in a tone that is not reflective of its mood. It is important to convey a serious message through text which reflects the same seriousness. A humorous message has to be conveyed through text that reflects the humor.
It is important for brands to understand the fans metrics of their Facebook pages, which many brands fail to do. These metrics are an insight into the demographics of the fan base and curate content accordingly.
Brands make another mistake of not replying to complaints posted by their consumers, on their Facebook pages. This has a very negative impact on the brand’s reputation and image. The brands will come across as being non-responsive to consumers’ needs. Since these comments are open for everyone to see, it is important for brands to respond to consumers’ complaints.
It is important for brands to understand Facebook etiquette while posting content on their pages as well as when interacting with fans. There is certain etiquette to be followed on Facebook when posting photos, conducting contests, using a particular tone, etc. This is something brands very often overlook and end up losing fans instead of getting more people to follow their pages on Facebook.
It is important for brands to speak as a collective rather than as an individual. It is necessary for brands to understand this as managers of the Facebook pages of brands are often seen interacting as individuals rather than as a brand. The use of ‘I’ instead of ‘we’ or ‘us’ should be avoided at all costs.
Avoiding the aforementioned mistakes will ensure brands engage in the right manner with their fans on the brand pages on Facebook. Share some love if you find these tips useful!