Facebook is an excellent way to communicate with your current customers and potential new ones and strengthen the admiration of your followers. Many companies start enthusiastically accumulating followers and publishing updates that end up creating a great community, but sometimes mistakes are made that are easily avoidable. In this post we will explain what they are and how to avoid them.
Companies do anything to capture the attention of the 1,230 million monthly active users of Facebook
. Sometimes, it's okay to focus on creating more compelling content or integrating Facebook with the rest of your marketing strategies. While it consumes more time, your Facebook page grows steadily and really achieves results.
Other times, companies want to take the "easy" path. They try to copy a strategy that worked and got thousands of followers, visits or comments for a company in a day and believe that they should start doing the same
. They do not have time to build a group of real followers of Facebook and they want someone to see their content at once.
But there is little evidence that shows that these practices work... they are like those ads that tell you that you can lose 9 kilos in a week. Even, some of these may end up diminishing the performance of your Facebook profile
Many companies only focus on acquiring new customers with Facebook and, therefore, they forget about their current customers. There are several studies that show that 84% of Facebook followers are current or former customers of the company
. So, focus on the content strategy in this group and not only try to convince potential clients how much they like you.
Virtually any follower visits the page after becoming a follower and only communicates with the brand through its wall, moreover, 85% of the interaction between the brand and the follower takes place there
. Followers only visit the page when they are invited through updates or advertising. So it's important to create good strategies and good designs to create attractive calls to action.
Therefore, if you are going to spend time on Facebook to build a powerful brand, avoid the following "tips" that can do more harm than good
, or simply choose not to do anything at all.
1) Include a link in the first comment
This was a pretty popular myth about a year ago. People argued that including a link to your content in the first comments instead of in the post itself would increase your chances of appearing in the news, since a photo-only or text-only post works better than those with links.
But this is not exactly like that. In fact, the Facebook algorithm has promoted posts with links included
If you try this "trick" on your page, you may see that your numbers increase for a while, but, in reality, it's a pretty bad user experience
. In the long run, you will not be helping your followers, whom you should impress if you want to build your brand on Facebook, since it will be easy to find the link to the content.
If you have a good fan base, your link may even disappear (which is absolutely counterproductive). Do not tempt yourself with a passing fad for the simple fact of achieving participation; Solve things for your followers and the rest will come alone
2) Buy followers
This is probably one of the main tricks that some 'experts' recommend building a community on Facebook. If by building a community you mean "increase the amount of likes and followers", this trick works. Buy followers and watch how that small number on your Facebook page increases
But if you use Facebook with a goal other than to get simple 'Like', this is a trick you should definitely ignore. If you want to cultivate a committed audience that may eventually become your loyal customers, buying followers will damage your brand. Facebook will see that the percentage of followers who participate in your posts is suddenly lower and may not include your next update on the wall of your followers because it is considered uninteresting
. Before you know it, this "trick" can end up annihilating your marketing strategy.
3) Tag irrelevant people in your photos
When someone tags on a Facebook picture, that person receives a notificatio. That's why some people suggest that this will make these people pay attention to your brand.
We advise you not to do it. This is a tactic used by spammers, and now most users consider these practices as junk content. Unless you label someone in your photo who is really in it, avoid it
. It is spam and probably will not end up hurting your page.
4) Use the same content in all social networks
A common mistake made by many brands is to reuse the same content for Facebook, Twitter and Instagram. Each content that is used in each network is necessary to be different, either by the type of follower of each of them or because some are more visual than others, and some more informative
When you start using Facebook, Twitter or Instagram, you can hear that it is ideal to synchronize your Facebook and Twitter accounts so that the content is published automatically and thus save you time. Whenever you publish on one of the networks, it is also published on Facebook automatically, does it sound simple, no?
Well, this "trick" may help you save time, but it definitely will not help to create a community on Facebook for two reasons. First of all, the users who follow you on Facebook are not the same ones who follow you on Twitter or Instagram. Facebook followers may prefer to be sent content in different formats, at different times of the day than people on Twitter. And on Instagram, they may prefer very visual content and a few words
. If you want to increase your audience, you should publish content that matters to them, and when they care.
Second, when you link your accounts, your posts end up having specific formats in each of the networks. It is very evident that you have simply synchronized your accounts; your Facebook page will have many posts but zero participation.
Why? Because it seems specific content for another type of platform, not for the specific network in which you are working
. They do not show links or images in the same way, since they are extracted from another way. Facebook even announced that they penalize publications of this type.
Therefore, it is very important to carefully study all the content that is published in the different networks: create customized posts for each platform. The extra time you dedicate to creating personalized content will pay off
5) Tag other brands
Recently, Facebook updated its wall algorithm to reward brands that tag other brands in their posts, but that does not mean you should start tagging brands in each and every one of the posts
. Facebook will show content to followers of tagged pages if it has a good performance in general or if they also like the other page.
They are not very specific with respect to the mathematics behind everything, but the conclusion is clear: This tactic should only be used when you have strategic and relevant content for the two audiences
6) Try "all in one"
It is usually an image with a caption like "We are offering two types of ice cream today: vanilla and chocolate, click on I like it if you prefer vanilla, comment if you prefer chocolate, and share if you like both!".
Even if this example post obtained many 'likes', comments and sharing, what do you think it brings to the brand? We think not too much.
It may help you to announce new products and potentially help your next post appear on the wall of your followers
(since the "all in one" post got a lot of participation). But it does not add value to your community and in the long run, it will stop interacting with your brand since what you are looking for is interesting content
Instead, try to publish content that does not attempt to circumvent the Facebook algorithm; Think about your followers
. These short-term strategies may work for a while, but in the long run, you will not be able to increase your group of followers with these.
7) Put hashtags everywhere
When Facebook first launched the hashtags, people went crazy. All began to incorporate them into their Facebook content. Without going further, the Edgerank Checker tool discovered that posts with hashtags go viral less than posts without hashtags. Therefore, in the future uses hashtags with moderation on Facebook.
The moral of all this is that what may work one day may be harmful another day
, and you may end up hurting yourself for wanting to implement growth hacking strategies, a discipline that seeks, with the minimum possible expense and effort, to increase quickly and notoriously the volume of users, or income, or impacts on your Facebook page.
So the above mistakes can be prevented by carefully thinking about the information needs and experience of your customers and potential customers
, the added value they want to obtain and the reasons why users use Facebook.