The 5 Most Common Facebook Marketing Mistakes

The 5 Most Common Facebook Marketing Mistakes

Robert Rydefalk
17 July 2013
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As you start executing Facebook marketing campaigns, mistakes can happen easily… but don’t worry! I’ve put together a list of the five most common Facebook marketing mistakes companies often make – and how to dodge them. Learning to avoid these Facebook marketing mistakes will help boost your company’s online presence and foster brand loyalty.

1. Violation of Facebook Pages Terms

First things first, don’t let your Facebook Marketing campaign violate Facebook Pages Terms. Out of all the Facebook Marketing mistakes you could make, this one runs the risk of your page being taken down altogether. You will then have to start building your community again from scratch which is difficult – and embarrassing!

2. Monologue Marketing, Not Dialogue Marketing

Facebook Marketing mistakes can also be found in engagement intentions, particularly monologue rather than dialogue marketing. Facebook marketing is all about dialogue between parties, not with yourself.

Don’t treat your Facebook page like your company’s website and just promote your products, services or pricing. Good Facebook marketing sparks a dialogue within your community with relevant, personal or entertaining posts. If in doubt, follow the 80:20 content rule. Post 80% of content about your company and the remaining 20% should come from relevant external sources.

When users ask questions, answer them. Be grateful for any comments you receive, care for your fans and make sure that you are engaging them in dialogue with open questions to spark discussion. Once you’ve developed a large community, it’s important to keep track of conversations as they happen. This can be difficult if your community is really big and you get a lot of mentions. Use and Engagement tool to manage your communities across all of your company’s social networks from one interface. Next, measure the success of your engagement to look for important trends that can help you refine your Facebook marketing to better achieve your business goals.

3. Posting Rubbish

Many companies insist on posting information about their prices and links to their products on Facebook, even though these posts often don’t create any activity or engagement. Not providing value in what you’re staying it one of the biggest Facebook mistakes businesses make. It’s okay to publish information about your prices or your products once in a while, but keep in mind that users log in to Facebook to interact with their friends. So be friendly and engaging!

Include variety in what you post:

  • Creative images
  • Personal and entertaining content
  • Behind-the-scenes views of your business
  • Varied calls to action
  • Questions

In order for your sales-focused posts to generate traffic (and hopefully sales), you need to have an engaging Facebook page with a lot of variety. Don’t forget to publish new posts frequently. The most successful company pages on Facebook offer interesting, engaging, entertaining and informative posts at least daily.

4. Incorrect Measurement

Correctly measuring the success of your Facebook marketing campaigns is key. Measurement not only justifies your existence to your boss, but it can also uncover Facebook marketing mistakes so you know what to avoid the next time around.

Fans. Likes. Followers. No matter what you call the members of your community, it’s a very large task to engage successfully with thousands of people. It can be an even harder task to measure effectively how well you’ve been engaging so you can improve. Although tracking the number of followers you have on Facebook is important, this is viewed as a vanity metric and there are many other metrics that can help inform your Facebook marketing strategy.

I recommend using a social media monitoring tool to benchmark your activity using the following metrics:

  • People Talking About This (PTA) – How many of your followers are active on your page?
  • Response time / Response rate – How fast are you answering inquiries from your followers? Do you respond to all messages?
  • Posts – Which posts do your followers like and dislike?
  • Reach – How many followers see your posts?
  • Fans – When does your page receive new fans or lose fans? What was the posting activity during that time?
  • Traffic – How much traffic does your website receive thanks to your activity on Facebook?
  • Sales/Conversions – Do your followers visit your webpage or store? Do they buy anything?

These metrics combined with additional social listening and engagement metrics within the Meltwater’s social media monitoring tool gives you a 360-degree view of your Facebook engagement. There are enough interesting metrics here to inform your overall Facebook strategy and keep you busy half the night!

5. No Facebook Marketing Strategy

By now, companies know that they have to have a presence on social media and that they need to hire a social media manager or community manager to manage those channels. However, one of the most surprising things that I’ve found is that there’s often a lack of strategy driving engagement and that ad hoc campaigns are the standard.

Companies must have a business goal for their presence on Facebook and other social channels. If your company isn’t sure what it’s doing or what the goals should be, the best place to start is your overall marketing strategy. Think of your Facebook marketing strategy as an offshoot of your broader marketing strategy: set channel-specific goals that align with business goals, devise strategies and tactics to drive engagement and reach those goals, measure effectively, and optimise your presence. It doesn’t have to be complicated!

There you have it. Five common Facebook marketing mistakes that I often see companies make. I hope that these tips are helpful and that your company is well on its way to a successful Facebook presence.

If you like this post, join the conversation! Social media is about dialogue, so please share, forward, comment and submit any questions.