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7 Deadly Sins Businesses Make on Facebook

If you went to the trouble of creating a Facebook Fan page for your business and are frustrated because you don’t have a lot of fans, or worse, you have a lot of fans but they are of poor quality (not converting to sales or amplifying your brand promise/message), then take a look at the list below. Are you or a brand you know guilty of one of these seven sins?
  1. Linking their Twitter feed to their Facebook feed. This is my number one, numero uno, pet-peeve. Companies that do this make me want to pluck the hair under my armpits one by one with tweezers. There are several reasons why this is not a good idea: a) #hashtags in the Twitter world are meaningful, but to Facebook users, no one knows what you are talking about and they think it’s a typo; b) if you are saying the same thing on Facebook as you are on Twitter then why should I follow you on both?, c) it looks like a lazy troll or a robot is running your Facebook page because you never seem to visit it because you are always posting from Twitter!
  2. Talking about only themselves. Shameless self-promotion is necessary in any business, but doing it constantly just starts to sound like unpleasant noise that you want to turn off.
  3. Not being engaging. When you have a conversation in real life you ask questions, right? I mean you don’t just constantly talk at someone for fifteen minutes, right? Of course not, so why should you be constantly talking at me and “informing me” – don’t you want to talk to me and ask me what I think? I want to talk to you and that’s why I “liked” your brand so ask me something – please!
  4. Not providing relevant content. Many companies are afraid of sharing other content within their industry from competitive companies on their brand pages, but I say hogwash! Don’t you want to be an industry leader? Don’t you want to be the brand that knows everything about anything that is going on in your industry and have the ability to comment about it or share your opinion? People love when companies curate industry news because then it saves them time from going to fifty different websites to get their news about that industry.
  5. Liking their own posts.There is a setting in Facebook to “Always comment and post as your page”, deselect this check box here:

    Then it will look like this: (however, you’ll need to switch back and forth every time you do a post by clicking the down arrow next to Home in the upper right corner which I find a tad cumbersome and this case below, I look like I have an evil twin or am a bit narcissistic.)
  6. Not implementing a “Like” box on their website.You want people to know you are on Facebook and you want them to “Like” your page and become a fan so that you can convert them into a sale. What better way to do this than to create a Like Box on your website and have them convert to a Facebook fan without ever leaving your website? Because, let’s face it, if they have to go to Facebook, once they are there, they are going to be sucked in and have forgotten about where they once were – your website. If you have them there already, keep ’em there.
  7. Not responding to comments. When you don’t respond to comments on your Facebook page, it looks like you don’t care. And when a brand page doesn’t care, it is subject to spammy unsolicited comments that could be offensive to your fan base. It also gives the impression that it’s all about YOU and not about THEM and they feel lonely and shunned. When you interact and comment back, it looks like you care and that’s how you build relationships which turn into customers.

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About Tracy Sestili

Tracy Sestili is CEO and Chief blogger at Social Strand Media. She is also the author of Taking Your Brand from the Bench to the Playing Field -- Social Media Fundamentals for Business.

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