I have been using Social Network Marketing for a few years now. My business has given countless talks on why to use Social Network Marketing, how to use it, when to hire someone, etc. Occasionally we get a client who “gets it”, but unfortunately we often have clients who never quite grasp the concept.
I spend a great deal of time monitoring what works and what doesn’t. I watch the analytics of the Facebook Page and attempt to keep Friends of the Page engaged and informed.
As a Social Network Marketer and also as a consumer I see mistakes businesses make with their strategy and understand if I am annoyed and “Unlike” a Business Page there are likely other Friends who feel the same way. Investing time, and money, into a Social Networking campaign only to have Friends leave the Page or turn off your News Feed is an issue. Once they are “off” they likely will not return to your Page.
Though there are more, here are the Top 5 reasons that are sure to turn off followers of a page:
Posting too often/Not posting enough: Posting Status Updates is the main marketing strategy, each time a Status Update is posted it filters out to all your Friends’ News Feeds and your business is “out there”. Planning and timing the posts is important, the last thing your Friends want is their News Feed completely covered in posts from one business. The first thing they will do when your posts start coming too often is shut you off, and once you are off a News Feed your marketing opportunity is gone. On the other side of this coin is not posting enough. Slapping up a Business Page and then posting when you think of it does not a good impression. When Friends and potential Friends visit your page and see that your last post was 3 weeks ago and the post before that was 4 months ago they see that you are not very interested in being there for them. Posts need to be consistent, showing that you can be counted on to be there when they need you.
Sell-Sell-Sell: Facebook Users are not a Friend of a Business Page to hear a “commercial” every day. When they became a Friend of your Business Page the already know what you do/sell, now you need to keep them coming back. Selling directly to them is not how to keep them around. A good rule of thumb to follow is the 80/20 rule, 80% engaging content and 20% selling. Yes, a Business Page is a marketing tool, but it is a tool in the new world of marketing. Provide information, tips, tricks – give them interesting content, then slip in a bit of what you do to get them in your door. Don’t pound them with constant sales posts, this doesn’t mean you can’t post a sales post-just balance it out with engaging content. They know what you do, they will likely call you when they need you, in the meantime engage with them, share knowledge with them, be their friend.
High number of friends equals a successful Page: Many businesses think having a huge number of Friends is guaranteed to get them new business, this is not the case. Having a high number of Friends is a great way to make your company visible, however if you are a local business and you have Friends spread across the country this will not do you any good. The quality of Friends is better than the quantity. The Friends who are in the area who come to like your business and are engaged with your Page are far more valuable. These Friends will share your posts, spread the word about your business, refer their Friends, and will think of your business first when they need your services.
Not being involved: Most business owners know they need to be on Facebook, it is where their customers are, but many want nothing to do with Facebook. Many business owners do not want to be “found” by people from their past, they don’t care what anyone else is doing on Facebook. You may not care what everyone else is up to, but they care about what you are up to and this helps with your marketing strategy. There are numerous privacy settings for your Personal Profile, and you do not need to be Friends with everyone. Keeping your Personal Profile active and using it in conjunction with your Business Page will only further your marketing campaign.
Not Promoting the Page: Your Social Network Marketer can easily manage your Business Page, post content that is engaging enough to get new Friends and interact with your Friends – however, they do not have access to your current customers like you do. Every piece of printed material you send out should have the Facebook logo on it, TELL people you are on Facebook, post a sign at the front counter in your office, place the Facebook logo with a direct link to your Business Page on your website, put your Facebook information in every email you send out. You must tell your current customers, new customers, colleagues and the public you are on Facebook, if you do not do this having a Facebook Page will not be very beneficial to your business.