Want to avoid 10 Facebook marketing mistakes that companies often comment on this platform?
With the decline in organic reach, should you publish more or less? Can you ask your fans to like or share your Facebook posts? Is it possible to be present on Facebook without advertising? What place for Facebook contests?
These are some of the questions I propose to answer in this article.
# 1. Do not use Facebook advertising
The organic reach on Facebook has never been as low as today. If you think that having a strong editorial line guarantees a good distribution of your publications in the news feed of people who like your Facebook Page, you are mistaken.
Not only has it become extremely difficult to emerge in a saturated news feed. But moreover, the last change of algorithm operated by Facebook has hit businesses hard, favoring the content published by individuals.
Do you know that some brands use Facebook only now to advertise?
In order to optimize your results on Facebook, you now have no choice but to go through the advertising box, if only to make sure your messages reach a sufficient audience.
Moreover, aside from any consideration of scope, it is worth remembering that Facebook offers the most effective and cost-effective advertising platform for advertising on the social web.
For example, you can show a specific ad to people who have added an item to their cart but have not purchased it. Or you also have the opportunity to target your customers who have spent so many dollars this year to encourage them to come to the store thanks to a couponing offer for example.
You can find out more in detail, following the link, all the benefits of Facebook advertising.
# 2. Publish too often
The fact that the scope has gone down raises questions about the rate of publication: should you publish more or less, now that fewer people see your publications in the newsfeed?
Some brands have opted for the first option thinking that after all, few users saw all their publications, so why not publish more to try to touch each time different users?
Given the current situation, the risk of seeing members, who like the Facebook Page, leave it due to overexposure to the brand’s publications, is often considered to be less.
The problem with this approach is that the more publications on a congested platform, the lower the average reach per publication rate.
From our point of view, it is better to publish less and (as always) privilege quality.
You will find everything and its opposite on this subject (studies, experts etc.). Also, in order to evaluate what is best for your business, I invite you to answer the following questions:
What are the results when I publish less or more (average reach rate and average engagement rate per publication)?
Am I able to maintain the same level of quality for each publication when I publish x times per day or week?
Based on the results obtained on x publications per day or per week, can I justify to my management the costs related to community management, to the various agencies involved or to social advertising?
# 3. Do not create authentic interactions
The latest major change in Facebook’s algorithm has introduced a novel notion, aka genuine interactions, that has been fueling conversations incorporate social media for weeks.
Know that all interactions are not equal in terms of weight or importance on Facebook. Your publications will be more likely to receive favorable attention from the Facebook algorithm if, for example, they generate conversations directly between users in comments or if they are shared between users via Messenger.
# 4. Resort to like baiting
The like baiting is a technique that involves artificially increasing the number of interactions on a Facebook post.
The social network has communicated many times on this subject over the years. But it is clear that this did not discourage many brands and their agencies to use it and this month after the various announcements made by Facebook.
Some of them have since returned to more acceptable practices.
In 2018, this process is all the more against the creation of authentic interactions so it is better to go your way.
# 5. Ignore live video
Live video generates six times more interactions than native videos, according to Facebook!
Live video is, therefore, struggling to attract brands, compared to native video widely more democratized.
To explain this situation, it is possible to mention the difficulty of finding a satisfactory editorial approach, the technical specificities related to director simply a lack of control over the content and ultimately the image of the brand.
# 6. Maintain a complicated relationship with video
The consumer craze for video is not weakening.
However, I often hear the disappointment of the companies concerning, for example, the average time of viewing of their videos, compared to the investments made.
Needless to say, just because the video is strategic for Facebook does not mean that all videos will be favored by Facebook’s algorithm.
It is still necessary that the video really interests the user, that it quickly attracts the attention and that it is adapted to the uses of the platform.
Also, posting a TV spot on Facebook is not the best approach to communicate with this format on this platform.
# 7. Avoid competitions
Whether we like them or not, contests are popular for Facebook users and social media in general.
Who does not want to receive a preview of the new product launched by his favorite brand or a coupon for his next purchase?
This type of content is still very well positioned in the commitment benchmarks that I perform across all platforms.
One of the reasons that sometimes brands are cautious to go to this kind of mechanics is the risk of addressing an unqualified audience and recruiting competitors.
However, it is quite possible to minimize this risk by resorting to certain good practices, such as offering a product of the brand and not an iPad.
# 8. Do not optimize your website for mobile
At the end of 2016, the social network announced 1.74 billion monthly active mobile users and 1.14 billion monthly active users who only connected with the mobile.
What happens to you when a Facebook user clicks from their mobile on the link of one of your publications to your website but that takes 10 seconds to load?
It abandons the operation and you lose traffic, a lead or a conversion, as the case may be.
This situation is even more unfortunate when it occurs after displaying one of your advertisements!
This is why it is important to optimize the display speed of the pages of your website for mobile connections.
# 9. Sell with every publication
If everyone likes to receive promotions from their favorite brand, it is more difficult from a strategic point of view to build their brand on Facebook (and elsewhere) only on price or promotional benefits.
Just another brand offers a product with the same characteristics, but a cheaper price, so that you find yourself with a serious competitor and your chances of success are greatly compromised.
On the other hand, it is more difficult to attract customers of another brand if they are loyal to it through the relationship established over the years.
If it’s perfectly conceivable to sell on Facebook, remember that building a relationship of trust and closeness with your community is important.
To this end, adopt a publication rate distributed for example with 80% of informative content and 20% of the commercial content.
# 10. Ignore comments
Just last week, I attended an event where I heard a brand say that it was refusing to respond to comments on social media.
This type of behavior is likely to prevent this company from achieving its ambitions on these platforms.
By ignoring user comments on Facebook, you miss an opportunity:
- Establish a relationship with people who may be involved in promoting your business
- To value your current customers and to show them that you are listening to them
- To modify a possible negative perception of your company
One of the strong features of social media is that it generates conversations, even between a brand and members of its community. Here, exit the corporate communication and place more friendly relations (while remaining professional, one does not prevent the other).
Companies have every interest in humanizing their presence on Facebook, rather than showing their inaccessibility or wanting to control what is being said about them at all costs – which is in any case completely illusory.