Nowadays most companies know that they need to be present on Facebook. If you search for a business on Facebook and find that they don’t have a page, people react the same way they do when they search for a business on Google and see that they don’t have a website: they just don’t look legitimate.
Once you’ve created your business page, navigating the waters of building a Facebook presence is a whole different matter. How often should you post? When should you post? Why are your images all pixelated and how can you fix them? Do you really have to react to this troll?
Many of the mistakes companies make on Facebook are completely avoidable. To avoid these pitfalls and keep your Facebook Page running smoothly, we’ve listed some of the most common mistakes companies make with their Facebook marketing. Here is what not to do.
13 Facebook Mistakes to Avoid
1. Don’t create a profile instead of a page for your company.
This may seem elementary, but you would be surprised how many people make this mistake. Before we get into more advanced tips, let’s get the record straight: Facebook profiles are meant for people, while Facebook pages are meant for businesses.
2. Don’t have multiple Facebook accounts.
This advice applies to both your personal and professional activities on Facebook. You might think that having more than one Facebook account will help you separate your personal life from your work, family, or school life. Let’s face it, your great-aunt Debrah can’t comment on your embarrassing college photos from ten years ago, making them pop up on people’s schedules again.
More practically, Facebook limits personal accounts to 5,000 friends. After that, people have to follow you, which limits how you can engage with your content. As a solution, you might think a second or third account is a good idea.
The second reason is that it would be difficult to maintain two personal accounts even if it wasn’t against their terms. Do you have enough content on both to complete your presence? Where do you draw the line between the two? Which account do you show your friend who works in your industry? Instead of having to delineate between two parts of your life, you should instead leverage Facebook’s robust privacy settings.
On the professional side, there are no such restrictions from Facebook. You can create multiple pages for your business without the social network noticing. But should you
We don’t recommend it for most businesses. You only have so much time a day to devote to Facebook – why skinny yourself just to maintain multiple pages?
Plus, there are plenty of other great options for you too. First, you can take advantage of Facebook’s targeting options – you don’t have to pay to send updates to specific segments of your target audience. Instead of creating a page for a segment of your target audience, you can simply publish tailored content that will only be displayed to them.
Second, if you have a large audience that lives all over the world, you can think about implementing a global page. If you want to set up your global page, you need to get in touch with Facebook directly. (Full Disclosure: You probably already need a large Facebook ad budget to achieve this.)
In short: keep it simple. Don’t create more accounts and pages than you need.
3. Don’t neglect the posts or comments on your page.
Laurie Meacham, customer loyalty manager at JetBlue, once told me, “We’re all about people and being on social media is just a natural extension of that. It’s no different from any other part of the airline.”
Regardless of the industry, that couldn’t be more true. The point of having business accounts on Facebook is to interact with your customers and prospects who are already engaged there. (And considering that Facebook had close to two billion active users in the fourth quarter of 2020, chances are they’ll get involved there.)
Ignoring comments and interactions is like saying to your customers, “I don’t care what you have to say.” To avoid this, first make sure that the publishing options you want are enabled for your timeline. While some companies allow users to post and leave comments on their page without review, others prefer to approve them manually, and some do not allow posting permissions at all.
While the choice is entirely yours, we recommend treating your site like a one-way street rather than a conduit for broadcasting your voice and just your voice.
Once that is clarified, you should monitor the comments daily and respond if necessary.
Pro Tip: For time-saving tips, check out our free e-book on how to monitor your social media accounts in 10 minutes a day.
4. Don’t ignore negativity.
What if customers complain? What if they troll?
You can’t stop people from saying things about your brand, good or bad. What you can do is respond respectfully and with helpful information based on the comments that have been shared. Not only does the answering show people who are concerned about their happiness, but also that you are engaged and are listening.
5. Do not leave the meta description unchanged.
When you paste a link in a new Facebook post, the metadata of that post (an image and a brief description) is automatically retrieved. But that doesn’t mean you should just click “Publish”. Instead, add a relevant post copy like a quote or statistic from the article you’re linking to.
In addition to editing the post copy, you’ll want to remove the URL from the field before posting. Knowing that Facebook automatically populates metadata when you insert a link, deleting the extra URL can help reduce the visual clutter without affecting the post.
6. Don’t just post photos.
Video is the most popular type of consumer content on Facebook today. As of 2020, 17% of all content on the platform will be video content.
Instead of sticking to one or two content types, experiment a little. Facebook is a place where you can make your brand’s personality shine. Post images of corporate culture and let people tag you. Consider Facebook Q&A discussions. Post links with a one-word copy and others with multiple paragraphs of the copy. Find out what works best for your audience and remember that your audience is constantly changing. So test continuously.
7. Don’t make your posts too long.
Again, testing post length is the best way to gauge what your audience likes. The optimal length of your Facebook timeline posts varies from company to company. Some longer, informative Facebook posts will perform better. For others, like BuzzFeed, short ones work perfectly.
While it’s important to experiment and see what your audience will respond to best, here’s what we’re going to say: There’s some solid evidence that shorter posts generate the highest engagement – in fact, a HubSpot research experiment found that posts were lengthy Of around 40 characters received, more engagement than longer posts were received.
8. Do not post pictures of any size.
Pixelated, cluttered, or difficult to read graphics not only frustrate users, but also give you a bad rap.
Not only does Facebook have specific image dimensions for profile photos and cover photos (though these are important too), it also has ideal image dimensions for images that you post on your timeline, that you will use in sponsored posts, sidebar ads, and soon. Bookmark this handy cheat sheet to keep everything straight.
9. Don’t post click bait.
When you link to a webpage in a Facebook post, the platform tracks the time spent on the page to see how much time users spend looking at it. The lesson? Don’t post click-bait headlines that don’t keep your promises.
If you want to meet the needs of your audience on Facebook, you should post links to clear, informative blog articles. If the headline sets the right expectation for what a user can expect from the content, it will be easier for them to see the value of what you are offering and stay on the page to read the article. If they don’t, they’ll jump off the page and Facebook will take note of this.
10. Don’t assume that you should only post during business hours.
A Sprout Social study found that the best times and days to post on Facebook vary by industry. However, across all industries that use Facebook to generate engagement, the common theme is that activity on the platform peaks on Wednesdays and the best time to post is in the early afternoon.
What about weekends? Sprout Social also noted that Sundays are the worst days across the board to post content on Facebook. To sum up, you need to stick to posting posts mid-week before engagement and activity wane into the weekend.
11. Don’t post too often (but post regularly.)
Yes, you should post regularly to keep your audience engaged, show them that you are there and listen, and answer their questions and concerns.
What you don’t want to do, however, is overwhelm them with tons and tons of posts. We even ran some experiments to see how often companies should post on Facebook. Our research included publishing frequency benchmarks by industry and company size based on Facebook data from thousands of our customers.
What we found was this: Companies that are selective about what to publish – i. H. You take the time to create fewer high quality Facebook posts instead of many Facebook posts – fared the best.
12. Don’t forget to experiment with targeting and ads.
As a result of the recent decline in organic reach on Facebook, many companies are turning to Facebook advertising to attract the attention of a more qualified audience. You can use Facebook advertising to target people who have visited your website, used your app, or signed up for an email list. You can also target similar or “lookalike” audiences or set up campaigns to get likes on your page.
But you can’t just throw money into Facebook ads and expect everything to work. It’ll only work if you’re smart – which means experimenting and tweaking your advertising plan to see what works.
Where should you start We created this step-by-step guide to digital advertising to help marketers learn how to create successful Facebook ads. If you want to see examples of real Facebook ads that have worked really well for brands, check out this blog post.
13. Don’t forget which account you are posting from.
The Facebook news feed looks basically the same whether you’re signed into your personal account or your company’s account. This makes it all too easy for site administrators to forget which account they are posting from. You don’t want to reply to commenters from your personal account when you want to reply from your business account, or vice versa.
However, the truth is that accidents do happen sometimes. In fact, one of my colleagues accidentally posted a picture of her baby bump from HubSpot’s Twitter account. Although it was a harmless mistake, she wrote a blog article to give companies the advice they need to overcome a social media slip up.
Don’t do that on Facebook
Facebook is one of the oldest social media platforms that companies rely on to reach their target audiences. And it makes sense – more than a third of the people on earth use Facebook. With such a large audience looking for the latest and greatest social content to connect with, you need to be sure that you are doing your best when it comes to posting. I hope this list gives you more than enough ideas on what not to do on Facebook that you won’t be caught off guard by even the wildest faux pas.
Editor’s Note: This post was originally published in June 2015 and has been updated for completeness.