It’s not your children’s Facebook anymore. In their effort to get better and better at enhancing their users’ experience, Facebook recently announced changes to the News Feed to ensure each user is getting the content they want to see while also discovering new content relevant to their interests. The former Facebook algorithm called EdgeRank had three determining factors—affinity, weight and time decay. These still play a role in News Feed visibility, although today’s ranking algorithm is much more complex.
Today’s News Feed visibility is determined based on a post’s relationship to the user and how many comments and likes it has. That visibility will change even further thanks to new features that will help users discover new organic content. This presents challenges for Facebook marketers. It’s even more vital to get adept at giving your audience what it wants while still focusing on your sales goals.
Now that users are finally receiving some love, they’ll be much more inclined to ignore or delete your stuff. Here are 10 things to stop doing right now to keep your customers and prospects engaged with your page:
1. Asking for a caption on a photo. Ugh. This was a tactic 3-4 years ago and it worked for a while. Now it’s just annoying.
2. Asking for likes. I see pages do this a lot and users are just smarter now. They know that whatever they like on Facebook gets logged and stored for later use by anyone who pays Facebook for the privilege. Please refrain from begging for likes – it looks desperate. Use Facebook Ads instead. They’ll cost you money but the result is a 1000 times better.
3. Sharing yet another picture of a customer delivery. Please stop the insanity! Where’s your creativity? It’s ok to share an image like that once in a while but please oh please, say something interesting when you do. Better yet, document the goings on elsewhere in the dealership. Try for transparency. Communicate how your business works, show employees doing their job, and people will want to interact more.
4. Posting content that has nothing to do with your brand. Facebook and all Social Media marketing requires that you have a clearly defined content strategy. Ask yourself every time you click send, “Would I follow this brand based solely on this one post.” A solid content strategy will include these 3 components developed:
- Why people buy from you (It can’t be things like “because we have the lowest price” or “because we are a family-owned business.” Dive deep and discover why you do what you do!)
- Who your customers are (ie: what are their specific interests, what problems can you solve, what’s unique about your local community)
- What your goals are (how will you ultimately generate leads and sales)
5. Your Cover Photo and content blasting advertisements. We call this interruption marketing. While it’s important to get your message heard, it’s just as important to deliver it correctly. Think about it: when you meet someone for the first time, do you start by shouting, “Hi, I sell this!” These messages will get one of two responses and they both result in you being ignored: 1) There’s so much noise you blend in and 2) It’s so loud and obnoxious, the user actually removes it at first chance.
6. The only content you post is about your product/service. If they like your page, they know what you do. It takes finesse to drive leads and sales on Facebook. If fans continually see posts about your product or service the implication is that you’re pushing spam.
7. Forcing “old media” thinking onto Facebook (and all Social Media). We have so many wonderful platforms today that we didn’t have even just a few years ago. New media is called new because requires a shift from the old mindset of one-way broadcasting. Your page is a member of each fans community and as such, your mindset should first be to teach, don’t sell. If you sell something, you make a customer today. If you help someone, you make a customer for life.
8. Not setting up Messaging so your fans can contact you in private. If you want to invite negative posts on your page, this is a great way to do it. Make sure your page is set up so fans can contact you to work out issues or let you know their opinions.
9. Not responding to fan Messages timely. Once you’ve committed to fan messaging, you have to monitor it and respond accordingly. The new term Social Customer Service is getting a lot of airplay recently. Here are some recent stats to compel your actions:
- 47% of Social Media users have sought customer service via Social channel
- 71% of those who receive positive Social care are likely to recommend your brand to others
- Only 19% of those who don’t get any response are likely to recommend that brand.
10. Having a really sad page. Facebook use is growing rapidly. Your customers and prospects WANT to interact with your business. Give them an inviting place to go! Create a community on Facebook that mirrors your offline community. When 96% of buyers are online, there’s no good reason to allow a sad page to represent you.