If you’re having a hard time achieving the levels of engagement you want to reach on Facebook, it may be time for you to reevaluate your strategy.
Although finding success on social media may not be rocket science, there are a variety of common mistakes that even veteran social media marketers make.
Thankfully, with a little time and energy, it’s possible to fix most of these problems in only a few hours.
Below you’ll learn about the 7 most common business mistakes made on Facebook, and how they can be avoided.
A considerable amount of research has been carried out on the times of day that are most effective for posting to social media. Unfortunately, many businesses end up posting when it’s most convenient for them, regardless of how active or inactive their fan base is. Although every audience different, most people login to Facebook around noon, and then in the evening after 7 pm. People also tend to be more engaged and involved with the site over the weekend, making it the best time to post.
Not Asking Questions
Sparking conversation on your page is often as easy as asking a pertinent or interesting question. Questions are also a valuable way to learn from your audience. If you don’t find yourself regularly asking your fans questions, that may be a sign that your Facebook page lacks the kind of two-way conversation that is the hallmark of a successful social media page. Whether you are asking for tips, making an inquiry about customer preferences, or just offering some friendly remarks about the weather, starting a two-way discussion with your fans can be shockingly effective at fostering engagement.
There are dozens of reasons why people follow a branded page on Facebook, but the most popular reason is definitely discounts. When fans support you with a page like, there’s some expectation that they’re entering into a give-and-take relationship. When you offer advantages for liking your page, not only do you create an incentive for your current fans to remain loyal, you also create one for your prospective fans to join the fun.
People like competing for rewards. With Facebook contests, you can use that innate desire we all have to create substantial boosts to both your engagement and conversion rate. Without contests, many of your fans will never have the opportunity or interest to really engage with your page at all. And like with discounts, they help provide an incentive for people to talk about your brand, helping to get people excited about following your page.
No Content Worth Sharing
The average Facebook user spends about half an hour on the site each day. If you want to capture the attention that person as they’re barraged with hundreds or thousands of articles each day, you need to provide content worth sharing. Like a snowball rolling downhill gains momentum with each pass, the visibility of your page increases drastically with each share you receive, not only from the shared person’s account, but from the Facebook algorithms that help determine which content gets seen.
A good place to start fixing this problem is to research your metrics and determine what kind of content your audience finds most share worthy. You should also try a variety of different kinds of posts, like quotes, questions, videos, product information, and so on. When your content gets shared, your reach gets extended, and that creates a feedback loop that leads to even more exposure.
A recent investigation from Buddy Media discovered that brands that post only once or twice each day typically earn double the engagement as brands which post three or more times. In short, quantity isn’t always a good thing. If you find that you are posting tons and tons of new things every day just to get increases in your engagement, then you should consider working on creating fewer posts of higher quality.
Regardless of what platform you’re working on, photos have proven to be one of the most valuable assets available to any social media marketing. They are far more expressive than text, they’re better at conveying emotion, and they enable you to deliver information in a way that’s easily digestible. As such, it should come as no surprise to hear that they generally produce about 50% more engagement than all other types of Facebook status update, as well as about twice as many comments, likes, and clicks.
While this is far from a complete list of every kind of mistake you can make on Facebook, these seven pitfalls are far and away the most common and severe mistakes that businesses make. If you follow the guidelines provided above, there’s a strong chance your Facebook page will benefit from the advantages of a more engaged fan base.