4 Largest Facebook Mistakes in 2013
Facebook will continue to play a vital role for businesses to grow their digital presence and community. However, many businesses are making blunders on Facebook that are undesirabily damaging the effectiveness of the social platform. Here are the 4 largest mistakes brands have made on Facebook in 2013:
Not posting enough visual contentFacebook is a visual landscape. It’s a place where marketers should only rich, illustrative images that boost products or services’ appeal and humanize a brand. Based on our experience, images, especially community and team photos, receive roughly 4 times more engagements (likes, comments, and shares) than textual content. Textual content in fact often obtain zero engagements. By posting textual content and receiving minimal interactions, you’ll not only damage your brand appearance, but also reduce your chance of targeting other prospects. Based on Facebook’s algorithm, highly engaged content ranks higher on fans’ News Feeds which in turn increases their visibility. Moreover, these contents can appear on other users’ feeds as people can now see who their friends have interacted with recently. Hence, to maximize your Facebook’s potential, you must publish visual content frequently!
Not assigning specific business goalsJust like every other marketing communication tool, Facebook needs to have quantifiable, specific goals. Whether it’s to increase brand awareness by 10% in 6 months or generate 5 inbound leads in 12 weeks, companies have to assign specific, targeted goals for their Facebook initiatives. Why? Because without precise goals, companies won’t be able to determine their Facebook effectiveness and identify factors that contributed to their success or failure. This in turn will create impediments for them to improve in the future.
Not analyzing audience demographicsYour fans access their Facebook accounts at different times because of their geographic location, work schedule, and the likes. Hence, in order to engage your patrons effectively, you have to assess their demographics and geographic so that you can identify where they live, their age group, and their digital activities. This allows you to post content at optimal times. You can do so easily through Facebook’s native analytics tool. By using Facebook’s on-page analytics tool, you can identify which city your fans are from, their genders, and other desired attributes that’ll help optimize the engagement. For instance, if you realize that a majority of your fans are from Toronto, you can publish your content earlier in the day so that they can read content when they commute to work or enter the office.
Not disconnecting Twitter and Facebook accountsFacebook and Twitter are two distinctively different social networks and they should be disconnected. More often than not, people like to connect Twitter and Facebook together so that when they tweet, their messages will appear on Facebook as well. While this can increase work efficiency, it’ll reduce your user experience and advertising effectiveness. By joining the two networks, you’re lessening your fans’ needs to follow both pages because they can consume all your content by following just one page. Moreover, it bombards your Facebook page with different contents which could induce unsatisfying user experience. By showing an excessive amount of content on your Facebook, you’ll likely harass your fans grossly and lead them to ‘unlike’ your page. This is clearly the opposite outcome you’d intended with your Facebook initiatives.
Facebook’s prominence in the marketing mix will continue to grow as the world becomes more and more digitalized. By understanding the 4 blunders above, you can avoid falling into the same traps as other companies and tirelessly enhance your digital visibility, user engagement, and content customization.