I joined a Business Page last week; it is a local company whose services I would have been interesting in using and have Friends who would potentially be interested in using them as well.
Not much was going on with the Page. However, on Saturday morning I logged on to my Facebook Account and my entire News Feed was filled with posts from this business. Most of the posts were irrelevant and provided no real useful information, a few of the posts were somewhat informative, but there were so many posts I did not take the time to weed through them.
I promptly went to this business page and clicked “Unlike”.
Facebook Users are not only connecting with Friends and Family they are seeking information and useful tips. Most Facebook Users feel overwhelmed with the vast amount of information that posts on their News Feed; the last thing Users want is a bunch of useless information or a bunch of posts they have to sort through to figure out which one is useful.
The first mistake this business made was the number of posts, the business posted 11 Status Updates in a 2 hour period, not only was this way too many times, but the second mistake was that the posts all occurred between 10:00 p.m. and 12:00 a.m. on Friday night. If you are trying to reach your consumers they are probably not sitting on Facebook on a Friday night.
Studies have been done to pinpoint when people are most active on Facebook. Quite obviously if you are a business you typically want to catch people during business hours, when they are more likely to be on Facebook. Posting on a Friday night is probably not the best use of your time.
Posting too many times and posting at the wrong time are both marketing mistakes and due to this the business lost a Friend. The Friends who stayed connected to the business page may not have gone as far as “unliking” the Page, but chances are if a Friend becomes annoyed with a business’ posts they have the option to turn off the posts completely, never to see a post on their News Feed from your business again.
Once a Friend turns off your posts the business just lost the opportunity to market in this Friend’s network and it is no worse than having this Friend leave the Page.
On the other side of the coin I followed a business who hired someone to do their marketing on Facebook for them. The information came consistently, at the right time and only a few posts a week. All of the information posted was useful and related to their industry, with fun tidbits of information thrown in and just enough amount of information about the services the business provides.
The business has since decided they can handle their marketing on Facebook themselves. Days and sometimes weeks go by without a post and when they do post it is very sales-y and all about buying from them. Gone are the informative posts. Also gone is the relationship with their Friends. They treat their Friends as potential customers not as friends.
I am not interested in the sales pitch every time I log into Facebook. Chances are the other Friends of this Page are not either. Consequently I visited the Page and clicked “unlike” here as well. Again, if other Friends of this page are annoyed or feel they do not get what they want out of the Page they have the potential to turn off the posts, and this business lost a marketing opportunity here as well.
If you are using Facebook as a marketing tool and doing it for your business on your own, follow these rules, keep your Friends and you will also have a successful marketing campaign.
- § Post at appropriate times of the day/week.
- § Post just the right amount (not too much and not too little).
- § Post informative content that will assist your Friends.
- § Follow the 80/20 rule – 80% engaging content – information/tips/interesting and 20% marketing your business.
In the meantime, I will continue to unlike the Business Pages that clog up my News Feed and the Pages that provide no meaningful content. I am pretty sure I am not the only one that will do this – keep your Friends on your Page, post appropriately.