It is often said that one must learn from their mistakes. Yes, nobody is perfect and that everybody makes mistakes. Now it is not necessary that you have to make those same mistakes and stumble and fall. Make your own new mistakes and learn. What you can do different is learn from others’ mistakes and get better at what you do.
Courtesy of Jeff Bullas, here’s a whole list of Facebook marketing mistakes and sins almost every brand is committing;
1. Posting less content and inconsistently
By posting on Facebook inconsistently and inappropriately you tell your audience, “Dear customer, we are busy doing more important things, therefore, we have no time to be human and keep you updated about us”.
Organic page reach on Facebook is declining. Now more than ever, engagement should be a priority.
Solution: Create an editorial calendar for Facebook, and focus on inspiring your audience. A perfect example of a brand succeeding at this would be SaaS Company Post Planner.1 Their Facebook updates are consistent and their content is great. Hence, engagement is off the roof.
2. Always begging for engagement or likes
Most brands publish content that screams, “We need likes!” or they ask users to like the post and bleh bleh bleh in Dracula’s voice (like-bait post).
Well, the bitter truth is Facebook will actually bury such a post. Don’t post visuals or updates asking fans to like or comment, as this tells the world how desperate your brand is and your lack of a social media strategy.
Facebook users like myself visit to share photos, watch funny ferret or cat videos, and catch up on the latest happenings in my circle; what do you think I would do seeing a brand asking for likes? I either skip the content or come pour out my heart in your comments (you don’t want the latter).
Solution: Provide a lot of helpful content regularly, and put up “real questions” that spark engagement.
3. Not paying to play
Truth be told, brands can’t market or fully reach individual Facebook audiences without paying. So to get more eyes on your content, you must be willing to pay Facebook.
You don’t publish and pray and expect it to rain likes and comments; with great content you should get a healthy organic reach but want a larger reach? Pay to play.
Solution: Facebook admitted it several times that organic page reach is decreasing. However, using the “boost post” feature would instantly get more eyes and engagement on your brand and content.
4. Ignoring the fact that the world is mobile
Facebook statistics as at March 2016 have shown that there are over 1.65 billion monthly active Facebook users, and a whopping 1.51 billion of these are mobile users or visitors.
These numbers are too huge to ignore. Brands should optimize their Facebook pages for mobile users; having cropped out visuals or missing page components damages the user experience.
Take, for example, the visuals below: the visual on Coca-Cola’s cover was optimized for desktops only, making mobile visitors to the page believe Coca-Cola has some spiritual agenda.
Now take a look at the mobile version of the same cover
Choosing what now Coca-Cola? Have they gone spiritual?
5. Publishing the wrong type of content
You don’t plant a potato and harvest marshmallows. The same applies to content and engagement on Facebook; using irrelevant hashtags or twisting up trends can be a bad blow for business.
For example, the visual below:
Having made up Star Wars day isn’t enough, brands have to make it even more contrived and use an absurd hashtag.
Want to grow a following on Facebook or increase engagement? Posting inappropriate comments and pictures, using click bait, being all about traffic and sales would not work!
Damn, you are so greedy and we can see it! However, Facebook is cracking down on click-bait posts and will continually drown them in the newsfeed; be original and creative.
Solution: Publishing behind-the-scenes pictures of employees, pictures of products, videos or pictures of a typical day at the company or events, holidays and birthdays will increase brand perception, engagement, and page likes.
Brands should not rely on Facebook marketing to make sales. The truth is everyone hates being sold.
6. Not engaging customers in comments
Another deadly sin brands make includes not engaging fans in comments. Being social involves you interacting with fans, asking questions and responding.
Brands should be involved in the conversation in their Facebook comments, responding to feedback, lending a helping hand or increasing engagement creatively.
Solution: Engage fans in your comments, address feedback and spread the brand image.
7. Trying to sell every time
Too much of selling beats the purpose of being social. Brands should abstain from selling and focus more on user experience, building a community and providing value. That way, users remain loyal and increase their spending potential to your brand through the law of reciprocity.
Solution: Facebook is rolling out the shop store for Facebook pages, simply add your products into your shop and users can buy once they visit your page.
8. Ignoring or deleting negative feedback or comments
Handling trolls and negative feedback requires a dedicated Facebook team, patience and creativity. Brands are expected to respond to trolls and negative comments in a respectful and playful tone to keep the community mood light and friendly or it might result in disastrous PR for that brand.