Facebook recently overhauled its
brand, or business, pages, adding increased functionality and an updated
design. Now, more than ever brands and businesses should be staking their claim
on the social media platform. In a three-part series of posts about optimizing
Facebook for business, we've looked at how to get a business page up and running and steps to drive traffic and engage your user
base. Today's post takes a look at what-not-not-to-do as a brand.
Don't Let This Be You
Page, Not Profile: Experts agree that a
classic mistake many businesses, particularly small businesses, make is to
launch a Facebook profile rather than a business page. Doing so limits the
ability to attract users (profiles are capped at 5,000 friends, pages are
unlimited), offers limited functionality and analytics and prevents your
Facebook identity from benefiting from search engine optimization. Facebook has
designed individual user profiles to offer a modicum of privacy, in contrast,
brands and businesses want to be found on Facebook during online searches so
should opt for a "page" identity which can be found through search.
Engage Users, Don't Spam Them: Too
many businesses fail to establish a plan for consistent, compelling
communication or neglect to be responsive to their users. Facebook is a social media platform, anyone on it,
including businesses, should be prepared to interact regularly and be
responsive to posts from users. Establishing a consistent communication
schedule helps prevent a page from withering from inattention. Likewise, be
sensitive to spamming your users with a barrage of marketing materials or a
hard sell. Do you enjoy cocktail party interactions where people entertain you
with interesting or funny stories and offer wonderful advice and unsolicited
treats? Or do you prefer interactions where people spend the entire party
yammering about their interests, failing to ask you questions and trying to
persuade you to buy their used car? Enough said.
Boring? Argumentative? No Thanks: Facebook
is a conversation and smart communicators know that boring or arguing with
people generally reaps negative outcomes. Keep your Facebook page fresh with
engaging, relevant content, contests and giveaways. Posting the same-old,
same-old will turn users off. The more people stop interacting with your page,
the lower you will sink in Facebook measurement metrics, thus your own postings
will rank lower on your users feeds. And take a lesson from mega brand Nestle, which got into a postings spat with
some Facebook users. Remember, Facebook is about making friends, not
For more ideas of errors
worth avoiding, read 6 Things NOT to Do
On Facebook As a Brand. And to close, we leave
you with more inspiration of businesses doing it right: 20 Awesome Facebook Fan Pages.
Have you had any bumps along the road with your Facebook efforts? Have
any what-not-to-do advice to share? Post your thoughts here and on the Pendaflex
by Candie Harris
z2Hc33 I loved your blog post.Really looking forward to read more.
Beyond FoldersTM is written by a team of Pendaflex associates
passionate about time management, communications, productivity and workplace organization. Believing in "continuous improvement" on both a personal and professional level, they share their unique perspectives on subjects of common interest to our readers.