Admit it. Your organization has been on Facebook for a few years now and you still may get a few things wrong. You may have heard conspirators mumbling this platform is headed down the drain. If you choose to ignore Facebook or continue missing the mark it could mean lost revenue or relationships.
1. Irresponsible Liking
Facebook pays attentions to what you’re looking at while logged in. Pages your organization likes show up on your company’s page and are viewed as an endorsement. It may be tempting to like your nephew’s pet sitting service but that doesn’t mean you should. Browsing personal interests while on your company’s page may mean you show up in suggestions with Danny’s Dog Sitting. Its great if those two audiences happen to intersect, but chances are they don’t.
2. Cross Posting
Creating a consistent brand across multiple social media platforms is useful. However, automated posts from Twitter to Facebook or Instagram to Facebook don’t help. Instead of giving your stakeholders a reason to follow you on multiple platforms, automated posts tell them they can choose because it will all be the same. If you do choose to post the same content, tailor it to your audience on that platform. Don’t assume your Facebook audience knows what your Instagram caption means or that they care about your #hashtags.
3. Slow Response Time
We feel the weight of the social media world on our shoulders daily. Pushing out content has become almost second nature to us as communicators. However, what some of our colleagues miss is the second phase of engagement: responding. Did a customer give you a good review? What about that potential partner who commented on your post? Facebook gives a time stamp to nearly every interaction and if you fail to respond to both positive and negative posts it is quite obvious to the public at large.
4. Incomplete Information
No time for an about section? Well, neither will your potential customers. If you want to expand your audience understand they are foreign to your brand. These are the people who will be browsing your basic information on Facebook. Social media managers should effectively communicate an organization’s mission with concise language.
Social media is tough, it’s ever changing. Managers of this craft must make an effort to adapt to keep up.