5 Mistakes Small Businesses Make on Facebook. It’s Probably Not What You’re Expecting
By now you should be completely aware that Facebook has become a vital component of any small business’s marketing efforts. There are more than 1.55 billion monthly active users on Facebook, so it makes perfect sense for you to want to take advantage of this growing community and increase your sales. However, simply creating a profile and uploading some cute cat pictures won’t do the trick.
Facebook has become an indispensable platform for almost any emerging business. You may not realize this, but even the smallest mistake can wreak havoc to your marketing efforts. So, how can you make sure your Facebook strategy is the winning one?
Here are five mistakes small businesses usually make on Facebook.
1. Posting Random Content At Random Times
If you are under the impression that Facebook is just a thing that must be updated from time to time, then you are making a big mistake. This type of approach leads to unoriginal content and links to information that is rarely relevant in any way.
Here is a breakdown of the Facebook algorithm: the prominence of your posts is decided by the engagement that your previous posts have received. That means that infrequency in posting will lead to poor viewership.
To achieve social media greatness, you need to develop a content calendar. Ask yourself, how often should you post? What should you post? When should you post? Experiment with different posting days and hours to see when your fans are most active. And keep in mind the fact that the ideal amount of posts per day differs from one platform to another. For example, it’s ok to post 20 Twitter updates per day, but it’s definitely not ok to share ten daily videos on YouTube.
2. Not Staying Away From Politics
There’s an old saying that goes, “You should never talk about politics, religion or sports.” Why is that? That’s because these topics can cause conflict. Unless you are a media business, stay away from sensitive topics.
Debates and controversy are welcome, of course, but they should be about neutral things that awake interest in people and make their experience on your page fun. Opposed to that, when you choose to attack a sensible theme, many followers that don’t share your views might be alienated by such arguments.
3. You Use Facebook Only to Advertise your Small Business
Most small business owners imagine that Facebook works something like this: you post advertising messages on your profile; consumers see those messages and click on them; they land on your websites, eager to look around and buy your products.
One of the biggest mistakes you can make is to think that Facebook’s only purpose is to increase sales. Sure, you can use it to advertise a big sale or an event, but Facebook’s main purpose is to connect people.
A good marketer sees this social channel as an opportunity to bond with the target audience, to become more aware of its needs and to find new and unique ways to address those needs.
4. Not Understanding the Mechanisms
So, you’ve created your Facebook profile. You have a posting schedule; you interact with users, and respond to their questions and comments. Everything is working smoothly. But, are you tracking and monitoring any of these social interactions?
Although measuring your metrics is one of the best ways to ensure your Facebook strategy plan is working, tracking data is often easier said than done. Most marketers find it difficult to separate useful data from vanity metrics, such as the number of followers or comments. Sure, a big number of followers can mean better reach, but if you can’t convert this reach into traffic and leads, then your efforts are pointless.
To establish what you should be tracking, take a look at your objectives. What are you hoping to get from your Facebook strategy plan? With this question in mind, you will know which metrics are relevant to you.
5. Being Passive
Since you have a Facebook Page, people will expect to be able to reach you there when they need it. If you do not take the time to answer to their comments or messages, they will feel ignored and potentially stop having an interest in your business. Even if they are negative comments, they should be answered to with proper consideration.
Facebook means more than creating an account and sharing photos of cute puppies. You need to plan, implement and constantly measure.
And, remember, your strategy plan isn’t written in stone. As your social presence grows, you may discover that some tactics aren’t working as well as you thought they would. Keep up to date with all the updates and adapt your strategy to meet the new requirements.
Author Bio: Andrew Dell, IT Solutions, a local IT support company.