We all have that friend on Facebook who is either constantly complaining or bragging about their life. One thing I’ve noticed is that I, personally, tend to not read their sob story status updates when I see them in my news feed. Of course we remain friends with this person on Facebook simply because it’s just easier to skip over their irritatingly negative or egotistical status updates than it is to explain later why we “de-friended” them.
The same is true for Facebook Pages. The only difference is that it’s far easier to “unlike” a Facebook Page because there won’t be any dramatic confrontation about the separation (or at least we hope not). Here are the top 5 things you should not do on Facebook if you want to keep your Page Members as happy brand enthusiasts:
1. Don’t Over-Promote Yourself
Facebook is an excellent platform to establish yourself as a leader in your industry by providing knowledge, news, and information for your Page Members. Brands that are constantly talking about themselves are often ignored in the news feed. According to research by Dan Zarrella, the most shareable words on Facebook consist of headline-type words including “how,” “why,” and “most.” We can conclude from this research that people like to share tips and information. It’s still a good idea to promote yourself, but don’t overdo it.
2. Don’t Be Boring
People like to be entertained. Being social is about being fun. Use creative methods to interact with your Page Members and get their attention. Every industry targets different audiences. Keep this in mind when planning your fun. Facebook is a platform where people like to see the more human side of the brand. As with any online marketing strategy, content varies by audience. Think about who your audience is and how you can catch their attention. If your business manufactures actuators, for example, post content about the most interesting machines built with the product. This is also a way to involve your audience and give them the spotlight, thus making it more entertaining and shareable.
3. Don’t Be Negative
This one is a no-brainer. Ever hear the old saying “smiling is contagious”? Facebook is a place where people go to interact with their friends, kick back, and relax. It’s a much more casual atmosphere than your company’s website. Don’t bombard your Page Members with negative or remarks. This includes negativity toward your competitors – even backhanded compliments. The more positive your Facebook content is, the more likely it will be read. Hence, positivity is contagious.
4. Don’t Be One-Sided
We all know the social media buzzword is “engage.” As marketers, the term has been pounded into our brains so much that it has nearly lost its meaning. Facebook is an excellent platform for getting real customer insight and feedback. If your Page Members aren’t active think of ways to interact with them. Start conversations by asking questions about the industry, asking for opinions on a hot topic, or even what they’re planning to do over a long holiday weekend. Again I’ll emphasize that Facebook is a great tool for showing the more human side of your brand.
5. Don’t Push People to Buy
Obviously if you’re having a sale or special promotion you want people to be aware of it through Facebook. Remember that sales aren’t the only thing you should be talking about. Use Facebook as a platform to develop trust and human interest in your brand. Establishing yourself as the industry leader and interacting on a human level naturally leads people to buy. Consistently updating about your products and services gets boring. Use the other four tips in this post to lead your Page Members to become natural brand ambassadors.
Interact with your customers, let them become engaged with your brand and let them decide to buy.