We like to see Facebook used correctly – both by B2B brands on their Facebook business page, and by our old aunt who still uses it as a search engine. So let's take a break from all the advice about how to properly leverage Facebook, and talk about it a different way: Here are the top things we really don't like to see businesses try on Facebook. And yet, we still see these mistakes – regularly.
1. Not Using Logos, Colors and Pictures
It's really easy to tell when a company doesn't care about Facebook, because their business page is as bland as copy paper and they hardly use anything emblematic of their brand. Facebook marketing can't function that way: You need a well-crafted business page that liberally uses your logos, photos of your business (especially if clients need to visit), photos of your products, and themes that use your brand colors. Remember, there are a lot of people on Facebook, and they go through content fast. You need to make that content your own, and give people something to remember, in both profile and posts.
2. Putting Blog/Twitter/Email Content on Facebook
Businesses tend to make this mistake when they are 1)short on time and 2)ignorant of how social media works. Nothing dooms a Facebook post like just copying text from an email, blog, or microblog like Twitter. For one, blogs and emails are far, far too long to use as Facebook posts, and don't even include the right tone or CTAs. For another, Twitter posts are a little too short. Even worse, this sort of copying doesn't use photos, video or links in the ways that Facebook allows, essentially crippling your post before it's even published. So create a different version of your message, crafted to Facebook, and including some important images or other visual components.
3. Wildly Shifting Tones
This tends to happen when different people with very different styles/goals get on the same business Facebook profile and start posting. It gets a lot worse when your boss or your peer has a very different idea about how to communicate on Facebook, or answer comments. When tone jumps around like this, people automatically lose interest. Your followers have enough trouble communicating online: If you make it harder, they're going to give up. Also, different tones will convince people that they won't be able to trust your services or products, either. So set up a company-wide standard for Facebook posts, and (preferably) assign them to one talented person.
4. Getting Into Arguments
This is slightly related to our last point, but it deserves its own heading, because wow, this is stupid. Who in their right mind argues with potential leads – and in the comments, where everyone else can read in? It doesn't matter how wrong that Facebook commenter is, you need to treat them like a face-to-face customer who is surrounded by a ring of other customers, all watching you – because that is precisely what's happening. Apologize, offer alternatives or explanations, ask for more information, and always be polite.
5. Never Tapping Into Your Facebook Business Page Fanbase
Facebook isn't just a place to post CTAs. We hate to see a business cultivate a Facebook fanbase and then never do anything with it. It's a case of doing the right thing because it's an item on the list, without ever understanding the real purpose. Your followers are a resource, so use them! Ask for their opinions. Start marketing contests. Tell them about important events. Show them your blog content. Recruit them to share information with others. Be proactive!
6. Never Doing Analysis – Or Doing Too Much Analysis
Facebook ROI is a tricky subject, but we will point out a dual-mistake that companies make. They either never do Facebook analysis or pick out Facebook metrics because they think it's a waste of time, or they pick a single number and base all Facebook decisions on it as if it's the only thing that matters. Both are the same kind of mistake. Facebook can tell you a lot about social media marketing, but only if you view an array of metrics while also understanding that Facebook's value goes beyond the numbers.