10 Things to Stop Doing on Facebook NOW Before It’s Too Late

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automotive-social-media-facebook-marketing-consultingIt’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.

Kathi Kruse
Kathi Kruse is an Automotive Social Media Marketing Expert, Blogger, Speaker, Coach, Author and Founder of Kruse Control Inc. Born in the heart of Los Angeles to a family of “car people”, Kathi’s passion for the car business spans a 30-year career managing successful dealerships in Southern California. Kathi is the author of “Automotive Social Business – How to Captivate Your Customers, Sell More Cars & Be Generally Remarkable on Social Media”. Her Kruse Control Blog is the leading Automotive Social Media blog in the US.
Kathi Kruse

@kathikruse

Automotive Social Media, Online Reputation Marketing/Coaching/Training. Blogger, Speaker, Author: AUTOMOTIVE SOCIAL BUSINESS. Founder/CEO Kruse Control Inc
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Kathi Kruse
Kathi Kruse
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  • David Sharp

    Kathi, you are stepping all over my toes and it hurts! :) Just kidding, as always GREAT STUFF!

    • krusecontrol

      Hahaha, just callin’ in out and trying to stay ahead of the curve.

  • Michael Zak

    I agree with David – ouch! However to me change and knowledge is always good. Thanks for the reminders and insight

    • krusecontrol

      Thanks Michael. What are you going to do differently now that you’ve read this?

      • Michael Zak

        I don’t believe in engaging in points #1, 2, 5, and 6. Will make modifications to points #3 & 4 and engage face-to-face regarding #10 and respond accordingly.

  • fannie williams

    thank you for the adjustment in thinking about social media marketing. I just started a home based business and am relying heavily on this marketing to drive my sales and get new consultants. this insight is meaningful and easy to apply.

    • krusecontrol

      Thanks Fannie! Good luck with your business. There’s nothing like working from home, that’s for sure!!

  • http://Success-Matters.com/ Claire Boyles

    I completely disagree with point 4! If the content is in line with your own brand values, is entertaining and interesting to your customers, you definitely should be sharing it, even if it isn’t your own (As long as it’s clearly attributed & with permission).

    It shows that you’re connected, and in touch with what’s happening currently, and that you’re not afraid to share content that isn’t all about your own products & services- your point number 6.

    There are plenty of external sources which could corroborate your own marketing messages, and these should definitely be shared on your own social media platforms.

    • krusecontrol

      Hi Claire, I’m pretty sure you and I are on the same page. What I was referring to (which I see all too often) is FB page admins that have not done a Brand Discovery, in other words “defined their brand personality.” The kind of posts you’re talking about would be consistent with a brand and do get engagement. For example, posting something about the San Jose Sharks is completely consistent with a car dealership’s brand if they are in that area, the employees go to the games and the audience is excited to see info on the team. Thanks for your insight!

      • http://Success-Matters.com/ Claire Boyles

        Glad to hear we’re saying the same (useful) thing. :)

        It may be helpful to others who aren’t clear about this, especially new people starting off to provide a little more clarity on this point.

        A completely “irrelevant” piece of humour can be in perfect alignment with brand values, while having nothing to do with your own brand.

        Innocent smoothies (a very big UK brand) is a classic example of this- sharing funny animal pictures etc, only occasionally sharing about their own products.

        Squirrels, for example definitely having nothing to do with the brand, but being fun, a little quirky and natural is.

  • Spook SEO

    Hey Kathi amazing post! Would consider writing an article about “10 Things To START Doing On Facebook NOW Before It’s Too Late”?

    Considering how actionable and insightful your article is now, I can only imagine helpful the flip side would be.

    Thanks for sharing your article! Cheers!

    • krusecontrol

      Thank you. I had to chuckle a bit because you must have been reading my mind. The inspiration for this post was to do a post like what you suggested. But I had to stop myself because the other “What NOT to do’s” were calling out to me. I’ve already got the framework for the “things to start doing”. Stay tuned!

      • Spook SEO

        You’re welcome. Sure am glad that the “things to start doing” is already on the works. :) Can’t wait to see it. :) Cheers!

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  • David Novich

    Great point about helping before selling. It is critical and challenging at times, but important. To me, an example might be a mechanic showing a car owner what needs to be fixed and prioritizing which repairs are the most critical, and which can probably wait. People would be far more likely to trust the mechanic and come back for repairs in the future. What do you think?

    • krusecontrol

      I agree David. The more information you can share with a prospect or current customer, the better they’ll feel about their ultimate decision. If a technician shares info the customer didn’t know they didn’t know, well then that cements a valuable sales relationship. Think about it, if it happened to you, wouldn’t you be grateful? And probably refer him to others by telling the story?

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  • Erik Schwenke

    Our dealership has cut down big time on the amount of delivery photos we post on FB. Now I generally do it once in awhile, or more so if the customer has a funny pose (or an interesting story/interaction to share)

    • krusecontrol

      You are right on in that decision, Erik. My clients have done the same. That tactic worked a few years ago but now we have to put more “oomph” in it. Sometimes there are nice conversations around the image from the customer and their friends – that’s a win. But when there’s just a bland picture of a car with people in front of it, the audience feels no connection with it. They’ve seen it before. It’s like TV Show reruns!

  • JennBrooks

    Excellent.