If your business doesn’t have a Facebook page today, it simply doesn’t seem legitimate. And, if you do have a business page, building your presence is huge. Luckily, many of the most common mistakes companies make on Facebook are entirely preventable. Here are the top 7 things NOT to do on Facebook in order to avoid these pitfalls and operate your page smoothly.
- Don’t create a profile instead of a page for your business.
Think this is common knowledge? Think again; a lot of businesses make this mistake. Remember that profiles are meant for people while pages are meant for businesses.
- Don’t neglect to monitor posts or comments on your page.
Being on social media says that your business is all about the people. The point of Facebook is to interact with people who are already hanging out there. Ignoring comments and interactions is like saying to your customers: "I don't care what you have to say." Treat your page like a two-way street rather than a channel to broadcast your voice only. Be sure to monitor posts and comments daily and respond when appropriate.
- Don’t ignore negativity.
The fact is: People can say whatever they want about your brand – and you can’t do anything about it. But, what you can do is respond respectfully and provide helpful information. Responding not only shows people you care about their satisfaction, but also that you're engaged.
- Don’t just post photos.
In the past, images dominated the newsfeed – but not anymore. Video is now the best post type for organic reach and the best post type for engagement is videos and link posts that include the large (484 x 252) preview image. Experiment with your content types and let your brand’s personality shine. Find out what works best for your audience, and remember that your audience is always changing – so test continually.
- Don’t make your posts too wordy.
Research shows that brand posts fewer than 80 characters in length received 66% higher engagement than longer posts. Particularly concise posts (1 - 40 characters long) generated the highest engagement. Make your messages easy to digest and visually appealing.
- Don’t only post during business hours.
A TrackMaven study found that posts published after-hours (5 p.m. - 1 a.m. EST) got 11% more interactions than those published during the day (8 a.m. - 5 p.m. EST). These after-hours posts also got 29% more interactions than those published before work (1 a.m. - 8 a.m.). The study also found that posts published on Sundays got 25% more Likes, shares, and comments than Wednesday posts, even though fewer than 18% of posts were published on weekends. Make sure you vary the times you’re posting, including evenings, nights, and weekends.
- Don’t post too often (but do post regularly).
Posting regularly helps keep your audience engaged. Show them you’re present and answer any questions or concerns. However, don’t overwhelm them with a flood of posts. Research shows that companies that are selective about what they publish (quality over quantity) performed best. Make your content stand out from the competition with carefully crafted posts.
Now you know the most important things to avoid when it comes to your business’ Facebook page, so do it right! Before you know it, your social presence will be both known and respected.
