Let’s take a closer look at the errors on Facebook made by administrators when creating and maintaining business pages.
20 mistakes in maintaining Facebook pages
Error No. 1. Bad page title.
The name of the page should reflect its essence, purpose, theme, as well as geographical location and, at the same time, not be too long. It should be noted that changing the name of the page in the future will be very problematic, so you need to clearly determine the name immediately.
It would seem a banal thing, but the title should not contain errors or typos. For example, one of the common annoying mistakes is when English words are used in the page title, but at the same time written in lower case.
Error No. 2. The page description is incomplete.
At the very beginning, when creating a page on Facebook, you need to fill out a description, contact details, website address, and other items – depending on what is relevant. Otherwise, you will forget about it later, and the page will remain with spaces in the “biography” and “passport data”.
Mistake number 3. Lack of uniqueness, similarity to others.
Your page should be different from other pages on Facebook, to carry a certain value to users. This is especially true for entertainment pages, of which there are a great many, and they look like each other like two drops of water.
If you have a brand page, then, as far as possible, in content, colors, and communication with the audience, it should carry its idea and mission.
Mistake number 4. Misunderstanding of its target audience and its interests.
Misunderstanding or mistake in formulating your target audience will lead not only to difficulties in targeting when creating advertising campaigns, but also to incorrect selection of content, and, as a result, to the high cost of attracting subscribers, a high share of non-target subscribers and low activity of subscribers.
Mistake number 5. Lack of a content plan.
If you post publications on a page without even a rough content plan, you are wasting your time inefficiently and also risk missing important news feeds and using not all publication topics in the wrong proportions.
Mistake number 6. Non-compliance with Facebook rules.
Among the most frequent violations of the rules for Facebook pages, there are violations in the rules for advertising campaigns (contests), placement on third-party advertising pages, as well as the collection of personal data of users.
Mistake No. 7. Attempts to circumvent Facebook rules, manipulate reach, etc.
“Cunning” administrators who invent various tricks to get around Facebook restrictions, in fact, do a disservice to themselves and their colleagues. After all, over time, Facebook detects these “loopholes” and takes countermeasures that narrow down the set of available promotion tools.
Mistake number 8. Boring, uninteresting, irrelevant content.
Content for social networks should correspond to the interests of the audience, be interesting for it. A certain optimal proportion must be observed between educational, entertaining, selling, and entertaining content. The audience should be involved, participate in discussions, respond to your selling posts.
Mistake number 9. Using substandard content.
Quite often on Facebook-pages, you can find substandard pictures or videos, unedited text, etc. Naturally, problems with the quality of the content do not contribute to the successful promotion of the page.
Mistake number 10. Too frequent, too rare, or too irregular posting frequency.
You need to find the optimal frequency for posting updates for your page and try to stick to it.
It is depressing to see pages that take breaks in posts for several months, periodically recalling Facebook and resuming publications, after which they disappear for a long time again. Or when the page generally ceases to lead, and it turns out to be abandoned.
Mistake No. 11. Duplication of content from communities in other social networks.
Each social network has its own characteristics, both in terms of audience and in terms of available tools for promotion. Therefore, it is necessary to take these differences into account and adjust publications accordingly.
Mistake number 12. Too many promo posts.
A large number, one way or another, of selling or promoting something posts scares away the audience, makes the page uninteresting and of little use (maybe, with rare exceptions, when you sell something at bargain prices). In addition, anyway, the organic coverage of promotional publications, one way or another, will decrease. Accordingly, the effect of them will be less and less.
Mistake number 13. Abuse of entertainment posts.
Too often publishing entertaining content not only entertains, but also distracts subscribers from the topic of your page, without developing their habit of consuming serious content, and can also distort the image of the brand that you are trying to form in the audience. In addition, entertainment posts may not always please everyone, and not everyone, especially if your jokes or memes have already been published many times on other pages.
Mistake number 14. Inability to properly communicate with the audience.
Employees responsible for communicating with the audience of the page should have at least elementary community management skills. On the part of the company, when communicating on a page, such manifestations as resentment or rudeness are absolutely unacceptable.
Another common occurrence is communication with an audience in the style of a “dull call center employee.” This is when clients come up with real problems that need to be quickly resolved, and an employee of the company answers them with pre-prepared template phrases without taking into account the specifics of specific situations. This behavior is very outrageous to users and gives the impression of a formal approach to working with clients, unwillingness to understand their problems, as well as low qualifications of company employees.
Error No. 15. Failure to respond or too long response time for comments, publications, or user messages.
According to research, users, when they post to a page, leave comments or publications that require a response, want to receive this response quite quickly – within half an hour. This contrasts sharply with the opinion of administrators who believe that they have at least 24 hours to respond.
Moreover. Recently, Facebook has put in place such a parameter as the “ Responsiveness Indicator ”. To receive the “ Very Actively Reply to Messages ” badge, page administrators must respond to 90% of messages within 5 minutes within a week. This is probably too strict a requirement, but, nevertheless, this is the opinion of Facebook:
You as the page administrator should try to respond to users ’personal messages within 5 minutes!
Mistake No. 16. Lack of response (or insufficiently quick response) to a reasonable negative.
When users publish some kind of sensitive information related to a real flaw in the work of your company, it is very important to respond to this as quickly as possible, for which it is advisable to monitor social networks regularly. Otherwise, you expose your brand to a certain reputation risk: after all, negative information about your company, under certain circumstances, can instantly disperse not only on Facebook, but also on other social networks, and it will be much more difficult to stop this process.
Error No. 17. Lack of analysis of the page.
If you simply lead the page without subjecting the results of your work to careful analysis, you don’t own the real picture: what are the main indicators of the page, what is the dynamics, is everything going as planned, what needs to be improved? It is necessary to regularly monitor page statistics, receive feedback from subscribers, monitor the activities of competitors.
Mistake number 18. Giving too much importance to technical and other “chips”.
Facebook, due to its technical development, has a lot of functions and tools. But not all of them, and not for all businesses, are equally relevant.
So, for example, one should not overestimate the importance of having tabs, a call to action button, and other functionalities: many pages, especially beginners, can be neglected by such tools.
Mistake No. 19. Excessive use of hashtags.
Facebook hashtags are not as popular as on Twitter, Instagram, or VKontakte. It makes no sense to focus on them and turn the texts in the posts into a set of strange words with bars.
Mistake number 20. Absence of links to pages on social networks or outdated links on the site.
Oddly enough, but this happens quite often: the site has a community on Facebook, but the link to it, however, is absent or irrelevant. It is very inconvenient, for example, when, you need to make inquiries about an organization, and instead of simplifying this task for the user, it confuses and misleads it.
Well, I will be glad if my article allows you to avoid any mistakes or correct them in time.