If your brand has set up a Facebook page, it’s in your best interest to correspond with the fans who are communicating with you. Whether the comments on your wall are good or bad, they are important feedback from your fanbase that provides an opportunity for two-way, open communication. Positive comments often allude to your most passionate and loyal customers, so why not keep them around with a thank you or another response in return? In terms of the bad comments specifically, we’re all aware that social media is a platform conducive for voicing grievances. Complaints on your Facebook wall provide an opportunity to right a wrong with a disgruntled customer, AND show all of the other fans that you listen, are responsive and have their best interests in mind when it comes to your business.
Talking At Fans
Another mistake that brands sometimes make on Facebook is to talk AT their fans instead of talking WITH them. Constantly posting status messages to your fans that don’t provide them with any want or desire for interaction might as well just be push messaging. We can also consider corporate-speak and industry jargon in this category; if the average consumer does not fully understand what you are posting, there is little to no chance they will interact with your brand’s page. The best and most productive way to engage your fans is to talk WITH them. Talk on a friendly level, void of industry slang and abbreviations. Ask for their input, feedback and participation with a call to action in your status updates. When approached with friendly, engaging and relevant content that asks them to take action, fans are more apt to “Like” or comment on a post or on your wall.
A Lack of Customization
Facebook provides brands with many opportunities to engage with fans beyond the Facebook wall. From custom built applications, to sweepstakes and contests, the options are almost endless. One of the most straightforward ways to take advantage and to make your brand’s Facebook page its own is to add an optimized profile image and a welcome tab. An optimized profile image might typically include not only your brand’s logo in a size that reflects the associated post thumbnail, but also little more info that describes your brand, such as a URL or a tagline, and often an image. In terms of a welcome tab, when set as the default landing space for new fans coming to your page, this is the ideal place to provide your fans with some insight on what they can expect to see and hear on your page. Whether it’s to be the first to know about new products through your wall, or to grab a discount or coupon just for “Liking” your page, incentivizing your fans with a hint as to what they can expect is often the first step in getting them to “Like” your page and engage with your brand on Facebook.
Being Overly Promotional
Sometimes the issue of talking AT your fans instead of talking WITH your fans is related to the fact that your brand is being overly promotional on Facebook. If we haven’t said it before, Facebook and so many of the other social media platforms offer brands the ability to do so much more than push their messaging. This isn’t a TV or radio spot, your Facebook wall is more or less a public forum for your fans. Only pushing your next product, company announcement or telling them to try your newest menu item will eventually get obnoxious, even for your most passionate brand loyalists. Nothing screams hide me from your newsfeed more than a continuous onslaught of overly promotional status updates. That’s not saying promotional messages are null and void on Facebook, but more so that there needs to be a balance. Fans love to hear about new products, and even more so if your Facebook fans are the first to know about them, but there should also be a mix of fun engagement messaging that covers topics relatable to your brand and the interests of your fans.
Have you seen any other easily correctable mistakes brands have made on Facebook? Share them in the comments below!