Facebook changes daily, and so do the rules you have to play by to win. Here are 8 quick ways to kill your business' social media efforts (and a couple may even help you get rid of a few personal Facebook friends too!).
1. Over-sharing: We know you want every last fan to see each post… but guess what? They're not going to. And while you're busy flooding peoples' news feeds with repeat content, your fans who have seen it over and over are hiding your content… or unliking your page.
Similarly, if you share every update your page makes to your personal profile, your friends are going to get sick of your spamming, and think your page is annoying and that the product or service doesn't speak for itself.
2. Content Trumping: If you have awesome content that could potentially help grow your page, share it! FROM. YOUR. PAGE. Once the page shares it, feel free to share it to your personal profile (thereby directing traffic to the original source - the brand's page).
3. Impersonal responses: Automated responses make me feel so special! Said no one ever. People are on social media because they want to feel special. Use their names and answer their questions as if the brand were actually managed by humans. Oh wait, it is.
4. Delayed responses: Fans these days are expecting responses from brands' Facebook pages in hours (preferably less than one hour). If you can't keep up, hire help, or prepare to lose business.
5. Not responding at all: Imagine approaching a girl at a bar. You say hi and offer to buy her a drink and she just turns around and ignores you. You're left alone, looking dumb, thinking to yourself, "What a B*%$@". This is what it's like to fans when you don't listen to them. Social media is meant to be SOCIAL. Take part or people are going to stop talking to you, and soon enough, it won't matter how pretty you are... you'll be going to prom alone.
6. Not posting regularly: Social media strategies are built to be flexible because it's imperative to serve up relevant, timely content. However, dry spells can lead fans to believe you're shady and unreliable. Always have a strategy and content calendar in place just in case.
7. Don't share what you think is cool: Share what FANS will think is cool. If I shared what I thought was cool to every single page I manage, Catholic Churches, cowboy boot manufacturers, and retail stores would all be sharing the latest Justin Timberlake album and memes supporting the 2nd Amendment. Yeah...
8. Don't post just to promote: Make sure your posts are of value or your fans will leave you, simple as that. If you're sharing the page's posts to your personal page - what will excite your friends about it? Stop selling them, and start engaging with them.
Luckily, these 8 steps aren't punishable by death or we'd all be goner's. They are however punishable by unliking and de-friending, so I urge you to evaluate your social media efforts and see where you can tighten up a few screws.
Have any other pet peeves or suggestions for social media managers? Comment below to share!
Submitted by Stephanie on January 18, 2013 - 12:23pm
At Balcom, we manage social media for several clients –
three of us are dedicated to it full time. But how do we use social media on
our own time? Twenty-one Bs answered our survey, and here are the results:
More than 95 percent
of the Bs surveyed use Facebook,
almost exclusively for keeping up with friends and family.
A few Bs do more:
Lynne said: “I use
it to source vendors (‘Hey FB friends: I need a makeup artist in San
Antonio. Message me with info if you have a great person’)”
Eric and Lauren T. both use it to
share news, videos or articles.
connections to brands as well as people.
About 90 percent of
Bs use Twitter, but more for consuming and
sharing content than for creating it. That content includes breaking news, articles
from industry thought leaders, sports, fashion, trends and comedians.
Audrey noted: “I have learned
about several significant current events through Twitter, before the news broke
on a local station. Twitter is a quick network to stay up-to-date but I
must admit…sometimes I do post irrelevant updates such as pictures of clouds.”
Jamie has only tweeted three
times, but she’s addicted to following comedians:
Aside from that:
Ali shares links to
interesting or funny news she doesn’t have time to read, so she can find
Eric also shares a lot of his own amusing observations.
Steve mentioned following
and commenting on live events
All the Bs have LinkedIn accounts, but only about a
third mentioned using the network, chiefly for business connections and
maintaining a professional image.
Lynne uses it to research potential new employees.
Chip tracks who
looks at his profile: “usually a good sign that a client (or vendor) is
T. and Eric share news and industry articles here, too.
More than a third of
the Bs use Pinterest, for everything
from recipes and how-tos, to style ideas, industry articles, infographics and
Lauren T. also uses it for
content research for clients
About a third of
the Bs use Instagram, and aside from a
general consensus that it’s great for editing photos (Ali uses it to “Make myself look less human and thereby...more
attractive”), their feelings vary:
Lynne deleted her account
Audrey and Lauren M. love it, and Lauren
M. says she’d use it more “if it didn’t feel so cliché”
It's always good to know what you are signing up for, but you also have to realize that, unless you are paying for a service, the company will try (and be forced) to monetize it. Period. End of story. Facebook will monetize the content you post, so will Instagram, so will Twitter, so will Socioogle (wait for it, it will be huge).
Facebook's terms of service state that content can be used on the site per your privacy settings. For example, if you like Coke, Facebook can charge Coke to show your friends that you like Coke (and they should, too).
Instagram's new terms of service are a little more wide reaching. They state that you grant Instagram a perpetual and transferable license of all the public photos you upload to Instagram. In other words, you allow Instagram to sell your photos (if Instagram wants to), to advertising agencies like the Balcom Agency. This is the cause of many red flags from users.
Do I think that Instagram will do that? No. In fact, I believe that Instagram will revise their terms of service after this public outcry. If they do not revise their terms, I don't believe Instagram will turn into an iStockPhoto where the photographers don't get paid, as some have said. More realistically, I believe that companies (think resorts, restaurants, theme parks, etc.) will be able to pay to use Instagram photos on their website or Instagram profile.
Personally, I'm OK with that. If I take a photo at Disneyland, I think it's fine that they use it on their website or Instagram photo. Here's the biggest privacy concern many (and I) have: What about photos taken of kids or family at Disneyland on Instagram?
Lawyers frequently put out overly-broad language to cover themselves for all of the future possibilities, to see what they can get away with (I'm sure there is a more legalese way to say that). I really think the terms will be revised with more clear plans on how Instagram will use the photos.
If you're concerned about this in the meantime, here is a really easy fix: make your account private. The transferable license only applies to PUBLIC photos.
I think it's important for user's to know the terms of service of their service, but so many websites turn to fear mongering as a first reaction. Could Instagram use the photos in "evil" ways? Of course, but, Instagram needs users to love the service to use it. If they try and push the use of their photos too far, people will abandon the service.
It's time for this internet reminder: anything you post online could become public, even if it's "private." Be careful, friends.
the user violated the “Rules of the Wall” (i.e., cussing, attacking another
fan, spamming, trolling, etc.). Handle the situation like you would any customer
service issue and if you’re comfortable at the end, ask the fan to remove their
2. Always respond to negative AND positive feedback
just require a “like” or retweet, but for more heartfelt comments or tweets, a
personal message is best.
3. Respond to negative feedback publicly & ask to speak privately
you give an email address or phone number MAKE SURE someone will be there to
handle the communication or the situation will worsen.
4. Know which 'voice' you are using on the page
you are an administrator of your page, you may be liking content from your
personal account, but it may appear that you are liking/commenting as the page.
Check your settings to see how your account posts to the page.
5. If you’re posting something with a link, make sure you remove it
the link** you’d like to post in the status box with your caption (picture 1). You
can delete the link once the article or video has populated (picture 2) and it
will still appear when you post it (picture 3), but not with the cluttered link