Facebook Training: Facebook No No’s
I spend a lot of time talking about what you should be doing on Facebook for business pages. Most of you probably have a pretty good idea of how to maximize the potential of your Facebook page. But Facebook for business can get complicated so today I figured it’s time to go back to the basics for a bit and discuss a few things that you definitely shouldn’t be doing.
Incomplete Page Info
This one seems so obvious but I can’t tell you the number of times I have seen business pages on Facebook that don’t complete the information section for their pages. Make sure you fill out all the details and maximise the About and the Description sections for your brand page. If you’re a business with a physical location, be sure to add in your hours of business, your address. The more information you add about your business, the more you enhance your discoverability on Facebook especially with Graph Search.
Also, make sure to acquire a vanity URL (a custom username for your page e.g. Facebook.com/Expresssocialmedia).
Going Off Brand
Your Facebook audience has liked your page on Facebook as they’re interested in your brand and what it stands for. Stay on topic and stay on brand. So if you’re a car brand, don’t post irrelevant content on puppies! When you post off topic, you risk losing engagement and instead ramp up negative engagement (which you obviously don’t want!)
A few years ago, businesses needed convincing when it came to the importance of Facebook for business. Many would set up their page and then just forget to post. Now (thankfully) businesses acknowledge that Facebook is important so sometimes they go overboard and post way too many times. Big mistake.
If your audience sees your content coming up way too often – it will either annoy them or they will just develop blindness to your content and not really take note of it. Of course some retail brands have the advantage of being able to post multiple times a day and getting excellent engagement every time but if you’re not selling high heels that will have girls swooning every few hours, you’re probably better off posting once a day at a time your audience is most likely to engage with you.This will keep your audience interested without annoying them.
No matter what anyone says, please don’t buy likes. I’ve talked about why it is a bad idea to buy Facebook likes before and my views haven’t changed. Sure, buying likes will inflate numbers for your page but when it comes to engagement, these fake likes won’t really do much for you. Don’t focus on likes alone to measure the success (or failure) of your social media strategy but instead focus on driving value and engagement for your audience.
If you are fairly new to Facebook and really want to gather likes for your page, the best way to do it is via targeted Facebook advertising. This way you can gather likes from a relevant audience that has liked your page because they are interested and they are real people not just fake bots!
Not Measuring Performance
Once you’ve been on Facebook a while, you need to evaluate what is working for you and what isn’t. To do this, it’s important to regularly monitor the data offered to you by the Facebook Insights for your page. If you’re not measuring your performance, you are flying blind and not really making any improvements to your strategy.
Be sure to check your Facebook Insights regularly to analyze the data for how your individual posts are performing and also how your page is performing overall. Doing this on a regular basis will give you excellent information about your audience which you can then use to tweak your strategy and continually optimize your posts.
As the famous quote goes: