8 Facebook Mistakes Nobody Should Still Be Making
If you want to dramatically increase your Facebook engagement you should take a close look at this article and make sure you aren’t making these mistakes on your Facebook page.
This post originally appeared on the Insiders section of Inbound Hub. To read more content like this, subscribe to Insiders.
Just because you have a kitchen doesn’t mean you’re in the running for the next episode ofChopped. I mean, sure I have a kitchen too, but my list of specialties includes cereal, macaroni and cheese, and toast that’s often burnt.
Well, the same can be said for Facebook: Just because your business has a Page doesn’t mean that you’re using it right. Even with 10 years of Facebook behind us, we’re all guilty of committing our fair share of social oversights and slip-ups. It happens to the best of us.
However, before we all start thinking about what Facebook’s next 10 years will bring about, let’s be sure that we’ve got a handle on what Zuck’s given us to work with so far. Below are the eight most common mistakes brands are making on Facebook.
1) Unoriginal Tone
Everyone has a few little peculiarities and mannerisms that set them apart from the next guy. Certain sarcasm or unparalleled modesty will come across in your communications and serve as a defining aspect of your identity.
The tone that your brand employs works in the same way, and each bit of language you put forth should be aligned with your overall messaging, objectives, and goals.
For example, what does the tone of this post from Philippine Airlines say to you?
Photo from Carly’s original post
If you answered: “What tone?” you read my mind.
There isn’t anything unique about this post. It’s vague and so overly simple that it could have been posted by almost any brand.
What brands are failing to understand is that the way a brand sounds and interacts will ultimately work to set a customer’s expectations for the rest of the interactions they have with your company. Point being, don’t try to squeeze yourself into a mold that just doesn’t fit, but instead, create your own identity. If you want to see some examples of brands with brilliant tone in their writing, check out this blog post.
2) Way Too Much Content
With the introduction of short form social platforms like Snapchat and Vine, people have developed an insatiable appetite for snack-sized content. The brands that are dominating their industries have not only recognized this shift in consumer behavior, but they have in turn begun to adopt a more succinct approach to content creation.
Unfortunately, Mercedes Benz missed the memo.
Photo from Carly’s original post
Just because Facebook budgets a bit more space for content than platforms like Twitter doesn’t mean that you need to fill it. This post, for example, would have been much more appealing and effective without the long text accompanying it. In fact, according to research by Buddy Media, posts with 80 characters or less in length have 27% higher engagement rates.
Believe it or not, nuggets of information can pique your audience’s interest more effectively than long-winded explanations. To put it quite simply: less is more.
3) One-Way Engagement
The copy you put on Facebook should begin a dialogue, not just a one-way broadcast.
Your Facebook Page is no place for stale traditional marketing efforts focused on pushing out information that may or may not speak to the needs of your audience. Facebook is a modern marketing machine that runs best on quality content that is designed to feel more like an authentic exchange and less like a static offering.
After all, Facebook is a social network. It thrives off of native content that doesn’t just speak atcustomers, it speaks with them. For example, look at the way these two Budweiser posts performed:
Photo from Carly’s original post
The post on the left that talks at the audience boasted far less Likes and shares than the post to the right, which probed the question, “Is your fridge stocked for the weekend?”
In order to land a sale, you must first build a relationship, which is why issuing content that engages your audience isn’t just recommended — it’s necessary.
4) Inconsistent Branding
Get the rest of the details at Carly,s original post
Rookie Facebook Mistakes - Are You Making Them?
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