Some common Facebook mistakes
Yes, I know, you’ve probably read me saying over and over again that Facebook is just a tiny part of a social media marketing campaign. But nevertheless, many small companies like the do-it-yourself approach on Facebook – and make some real beginners’ errors. It’s easy to think that because you (or your secretary or your daughter or your next door neighbor) has been cooing over their friends’ baby pictures and playing daft games on Facebook for years, that they are ‘social media experts’ I can promise you, they’re not.
But, if you do go the do-it-yourself route, please keep these factors in mind.
Ever since Facebook started the timeline, visuals have been terrifically important. I see some dreadful pages. Take your time and pay attention to the images you post. See them as part of a whole, not as individual images – this is your brand.
You might find that the cover image your secretary / daughter / neighbor has uploaded is against Facebook’s terms and conditions of service. You are not allowed to have any promotional material in your cover image – no calls to action, no specials, no prices – nothing at all, even your contact info. It has to be a visual representation of your business and your brand only.
OK, you might just have a fledgling page with a couple of hundred followers to date but Facebook will find you eventually. And remember that it may be that your competitors will be only too happy to blow the whistle.
While we’re talking about Facebook’s TOS, remember that any contests or draws you hold have to conform too. Recently I saw one that was created by the ‘social media people’ of a local interior designer. It said “Like us on Facebook for the change to win a free design consultation”. Leaving aside the bad grammar (anything you ‘win’ is by definition ‘free’) this is against the terms of service. You cannot run any sort of contest that is asking people to ‘like’ or to comment. Remember that competitor of yours who will see this one day – and so will Facebook.
Of course, another issue here is that why are you seeming so deperate? Achieve followers by posting interesting content that adds value, not by ‘bribes’. The follower number isn’t all that important anyway, its the quality of your followers that matters.
It’s important to remember that there’s a very good chance that your facebook page will come up on the first page of search results when people search for your company name. Does it reflect your brand accurately?