Today we’re doing a quick run-down of the top.. Facebook crimes!
Really, it’s more like bad Facebook etiquette, but ‘crime’
is more dramatic, am I right?
The following 6 crimes seem to pop up time and again on
Facebook pages, and it’s killing your business. If I had to narrow it down to
just one, I’d say inactivity is the biggest nono. Businesses today need
websites and some sort of social media presence; if your social media page is
neglected, it suggests you just aren’t on top of things, or you can’t see the
value in Facebook for your business!
You don’t want to be that guy…
So take a quick jaunt through our horrific crime list, and make sure you’re not a repeat offender,
ok?
Liking your own post
This is the Facebook equivalent of laughing at your own
joke. You might feel like you’re getting the
proverbial ball rolling, but
unfortunately, you might be killing the ball... People visiting your Facebook
page can immediately see “Steve posted this. Steve liked this.” And it can be a
little off-putting… |
| "My post was darn good. I'm gonna Like it!" |
It says a lot about Steve really. First up, that he’s a tad
desperate. Secondly, that he might not really understand how Facebook works.
Thirdly, Steve doesn’t expect other people to like his post, so he’s liked it
himself just to make it look better (it looks worse). Fourth, Steve’s page is
probably not a good page, if no one else likes it!
Refrain from liking your own posts please.
However, just to throw a spanner in the works, some people view
liking your own Facebook posts as another way of promoting them, and in a way
it is. Your action of ‘Liking’ the post will appear in your friend’s ticker
(the box on the right-hand side that lists your friend’s activities). In
theory, this should work, but it doesn’t take away the sour taste in your mouth
when you see someone who has liked their own posts…
(Anyone tempted to scroll through Vital Hike’s Facebook page
now to see if we’re guilty of this crime?)
Not replying to
customers on your page
The point of your business Facebook page is to build up a
community, behind your business. So when it starts working, and people start
leaving posts for you, you need to reply to them!
 |
| "They said I have to actually log in to my Facebook page! It's too much!" |
Some businesses worry that their page will turn into nothing
but venting from customers, and this can be a legitimate concern, but it’s also
a risk you have to take. If it does get out of control after a few weeks or
more, then you can always disable comments on your page to stop people posting,
but this isn’t the ideal way to handle it. Instead, you should maintain your
calm and reply to each comment in a professional manner. A simple
acknowledgement of their concerns is sometimes all people want, then you can
steer the conversation back to happier waters!
Side note: Liking a comment from a customer might sometimes
be enough, but most of the time, it’s just polite to write up a response. It
doesn't have to be an epic poem, just something genuine and human!
Here’s an example for all you robots: “Glad you liked your
stay with us, Margaret! Come back again soon J”
Not paying it forward
Remember you’re not the only one struggling on Facebook.
Pages that you think look quite popular might really need your help.
Check out their posts every so often, share them on your own page (if they
line up with your business values of course!), and hopefully they'll do the same for you.
As a general rule, if you find your page is getting no
interaction from customers (e.g. likes, shares, comments, people clicking on
your posts), then it’s time to put yourself out there more. It’s no use sitting
back and waiting for the people to find you, you have to put the effort in too,
and go out and find them!
If the mountain won't come to Muhammad, then Muhammad must go to the mountain!
'Going to the mountain' in this instance, involves interacting with other businesses on Facebook, not just customers. Help other pages out by sharing the odd post, and their customers will see you hold some of the same core values and might even check out your business.
If nothing else, it's just good karma!
No posts for weeks
The main point of your Facebook page is to build up a
community. You want to keep people informed of your business, and keep them
interested. Simple HAVING a Facebook page is not enough.
Think of the Facebook page, and the people who ‘Like’ your
page, as a new pet (albeit, more low-maintenance than most). It’s your
responsibility now and you can’t just stick it in a back room. You need to feed
it with posts, water it with likes, and... run away when the metaphor starts to
unravel!
Now, rest assured, running a Facebook page is NOT a
full-time job, but it does require a little commitment. Your main priority
should be keeping the page active, and by this, I mean you’re going to have to
at least log in! On top of this, you should be making posts at LEAST once a day
to keep your page on people’s radars. Letting your page go stagnant is like
letting your shop windows darken over with dirt and grime. It’s nasty and it’s going
to put people off.
Melodramatic/political
posts
You’re not a melodramatic teen, and you’re not building an
army for a hostile take-over (I hope), so keep the politics and religion out of
the business page. There may be a few exceptions to this, but as a general
rule, it doesn't belong in the workplace, so why let it sneak into your Facebook
presence?
People want to buy your hairdressing services, or your
sandwiches, not your opinion on hot topics.
Worst case scenario: You take a firm stance on a political
issue, and make a few posts about it on Facebook. Maybe there are no
repercussions, so your standards slip a bit and you post a bit more. And a bit
more… Before long, your page is more about controversial political topics than
your business! Even worse, your page might attract a lot of people who just
want to argue politics with you, leading to a very angry, political page that
isn't attracting you any new customers.
 |
| "We heard this is the place to be!" |
It’s fine to have an interest, just ask yourself; is it
suitable for your business page?
Being too professional
 |
| "Oooo, what's this business reeeeally like?" |
At the end of the day, Facebook started off as a social
website, allowing people to keep in touch, and it’s mainly for the human
element that people turn to Facebook today. So embrace the meme culture, share
something funny (unless it’s offensive), and relax a little. Facebook lets your
customer’s peak behind the curtain of your business, so show them something
positive.
The long-term goal of this is not for you to appear like Mr.
Happy Fun Guy, but rather, to let your customers get a taste of your business
values and ethics, through your interactions on Facebook. These days, customers
are assaulted by the classic marketing spiels too often, so they relish any
informal methods you use.
For example, you can send out a million leaflets talking
about how much your business values customers, and it might mean nothing to 80%
of the readers. But if people see you interacting with customers on Facebook,
going out of your way to help them, and generally practicing what you preach…
Well, actions speak louder than words.
Facebook is your way of getting out among the people… without
actually…. getting out among the people! Approach it with some caution as
you’re representing a business, but remember, people want to have fun.
 |
| "I'm hilarious! Stick me on your Facebook page!" |
These are just a few things we've observed on struggling
Facebook pages, so it’s time to learn from the mistakes of others!
We’ll look into the more technical side of Facebook in a
later post, including News Feed algorithms, paying for likes, managing a Facebook page, checking out the Insights, what time you
should post at… The list goes on!
Don’t like your own
posts,
Like Vital hike!
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