(Ping! Zine Web Tech Magazine) – Often when a small business has a poor presence on social media, it is because they are not doing enough. However, there are other times when businesses can go overboard, creating a brand image that ends up being worse than not having a page in the first place. In this article we will outline several areas where you can possibly manage your Facebook page incorrectly.
1. One-Way Communication: We have discussed this issue in previous articles, but a major concept to grasp with regards to social media is that it needs to be an open communication platform between your business and its customers. It’s great to share things like press releases and other news about your business on social media channels, but it should definitely not be the only thing you ever post. Balance out your content by asking questions, sharing photos, and engaging with your community along with sharinAg relevant news about your business.
2. Cross-Platform Sharing: It is very common for businesses to have pages across multiple social media platforms. In fact, if you have the resources to manage them, it is actually encouraged. However, one thing you need to avoid is sharing the exact same content across each page, without tailoring it to that network’s specific audience. This is especially noticeable when using things like hashtags on Twitter. If your networks are linked to where your Facebook will automatically share your Twitter content, for example, it will share the hashtags as well, which is not appropriate for that network.
3. Poor Profile Photos: Even if your business does not have an official logo, you should choose a profile photo that can easily differentiate your business’s post from others in your customers’ news feeds. Something that includes a lot of text is not recommended, as it will be nearly impossible to read in the minimized version that the majority of your audience will see. Choose something that represents your business, and will be easily recognizable by your fans. This advice also applies to customizing your page’s cover photo as well.
4. Wrong Page Type: This is a more rare error that small businesses can make, and is often due to confusion at the Facebook registration process. Basically, on Facebook there are two options when you create a page – one for businesses (or organizations), and one for personal use. By making the mistake of setting up your business page as a personal profile, you won’t get any of the benefits of analytics that the business admin panel provides, not to mention the difficulty in getting users to “friend” your page instead of simply liking it.
5. Unresponsive: If your customers like your page on Facebook, it is likely that they will contact you through the page with questions, comments, or even complaints. By ignoring these comments, not only are you ignoring those specific customers, but you are also creating an image that your business does not respond to its customers at all. For every question that goes unanswered on your page, there could be 10 more people that see it being ignored.
6. Not Filtering: In addition to being unresponsive to your customers, it looks even worse for your business if you do not filter the spam from your page. Occasionally you will get Facebook users who promote their own personal businesses or spam links on larger Facebook pages for exposure. Often times it has nothing to do with your business and damages your reputation to associate with them. By not removing these comments from your page, you are allowing your social media presence to become unprofessional.
7. Not Taking Advantage of Analytics: As a Facebook business page, you have the opportunity for free analytics tracking of all your activity on the network. Things like reach, likes, and engagement can be easily tracked and measured using this tool, so if you are not analyzing the data and using it to adjust your strategy, you are missing out on a great opportunity.
Photo Credit: © Artistan – Fotolia.com
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