Facebook is constantly
improving changing its parameters, rules, layouts, et cetera, but it remains an effective, affordable way to grow your business if you do it right. Here’s what not to do:
1. POST IN ALL CAPS. This frowned-upon phenomenon of chat rooms, forums and comment sections has almost gone extinct, so anyone going this route on their Facebook business page sticks out like a sore, unprofessional thumb.
3. Have a small audience. Less than 200 likes means your readership may be a lot lower than you think. With the recent changes to the Facebook News Feed algorithm, anywhere from 16% to as low as 2% of your “Likes” may see your posts in their Feed. Increasing the quality of your posts (see below) is key, but having a more popular page is a good start. Buying likes is expensive and discouraged by the cognoscenti, but reaching out to your friends, your website visitors and current customers costs nothing but a concerted effort.
4. Use too much text. Less is more and Twitter’s 140-character limit is a good benchmark.
5. Post without an image. Humans are visual creatures. Posts with photos average 53% more likes than text alone. (And we all know that Facebook owns Instagram, right?
6. Overpost. There are lots of statistics out there, but the gist is that you don’t want to turn people off by blowing up their feed, no matter how great your content. I may like a lot of pages, but I’ve unfollowed/hidden many of them for this reason. Facebook’s new algorithm has taken it one step further and stopped showing you pages that you consistently fail to interact with.
7. Underpost. This should go without saying, but people forget about you quickly in this new social media blizzard. If you’re only posting once a month, why post at all really?
8. Have incomplete or incorrect information. Short description, long description? Fill them in. They are indexed by Google.
If you’re going to take advantage of everything that social media can do for you, the power of Facebook cannot be underestimated. Remember, however, that Likes and Shares don’t pay the bills. The goal is to convert these into real customers and real revenue, so focus your efforts in that direction. To get an idea of what an extremely successful Facebook business page looks like, poke around SME, HubSpot and Moz and check out what they are doing.