Facebook launched in 2004 and people have been using it since then to connect with friends, share interesting photos and articles, and also promote their businesses. With that, businesses have been created with the sole purpose of helping other businesses learn to use Facebook as a tool for promotion. But, are they still doing the same things? Are they still making the same mistakes? The answer sadly is yes. Let’s dig in.
Unlike many of the marketing strategies that exist, social media changes quicker than just about anything else. Constant updates, opportunities, new tactics and the list goes on and on for why it is so important to stay updated. Facebook changes so frequently but so many marketers continue doing the same old thing. I’m sharing with you 5 things that I find almost daily that marketers are still doing - and it’s breaking my heart!
- Same Old Same Old. Never changing! Their content is outdated, their strategy is old and they’re not utilizing new opportunities. I still love the book “Who Moved My Cheese” where four little mice live in a world where their food source is disappearing. Two of them don’t have a clue what’s happening and two of them see what’s happening. So those two are progressively thinking about what their next steps will be and how they’ll adjust to change. We must stay updated with social media or you’ll be left behind. Facebook’s algorithm is continually changing and if you’re not following leaders in social media who will educate you and guide you in adapting your strategy to change. Boring old posts with just links to your blogs or your special offer on your website will not do anything for you if that is all you are doing. It’s time to adjust. In fact, it’s way past time to adjust. :)
- Not Being Responsive. While having a mobile responsive website design is very important, in fact required by Google, that’s not what I’m talking about :) I’m referencing you responding to your audience. When someone takes a moment to comment on your Facebook post, send a private message, or write a review; please take the time to reciprocate. It’s basic etiquette, it’s respectful, and it promotes community engagement. Folks have taken a moment of their busy life to reach out to you and engage. That’s exactly what you want! That’s a golden opportunity. It’s an open door. It’s a chance for you to step into their world for a moment and engage, to inspire, to motivate, to educate, to entertain, to be helpful. Whoa - I could keep going. Bottom line, it’s a gift. And, it’s super rude not to open a gift.
- Over Promotion. How is it true that this is still going on? I just don’t get it. I see on a daily basis where businesses are using Facebook in all the wrong ways, and specifically what I’m talking about is being overly promotional. The only thing they post are promotional posts. Buy this gadget! Here’s why my gadget is the best! Look what we did! Nothing inspiring, helpful, motivating, encouraging. It lacks human appeal, a warm touch and a personal appeal. Help your audience get to know you, your team, your company culture. Share fun, uplifting and helpful information that your audience will appreciate. Actually stop for a moment and think before you post “Will they care?”. Think about what content stops you in your feed. Pay attention. I like to say that when a business shows up in my feed they’re interrupting a conversation between me and my friends. If you’re going to interrupt, it’s ok but it better be worth it! Otherwise, they’ll unlike your page or unfollow you. And worse, they’ll get a bad taste in their mouth about your company. You want to make deposits into the relationship with your audience, not withdrawals. So, stop the madness! We recommend an approach that is 80% non-promotional and 20% promotional.
- Missing Out On Trends. I’m not one to get into trendy things like the newest fashion idea or diet fad. But when it comes to social media, I try super hard to stay ‘in the know’. A few ideas: Video, Facebook Live, joining in on whatever becomes the next Harlem Shake or Mannequin Challenge, etc. The list can go on and on. The definition of a trend is the ‘general direction in which something is developing or changing’. So when we think about Facebook it is important to pay attention to what is happening in the world of social media so we can tap into the gifts given to us such as interesting and engaging opportunities we can take advantage of. For example, trends such as the Ice Bucket Challenge or something as simple as going live on Facebook like the Chewbacca Mom did! These are golden opportunities to show off the culture of your company, what you care about and even highlight that you’re human and why people would want to do business with you.
- Not Listening. With the world as it is today, people take their opinions with them everywhere they go and utilize the chance to share that opinion with the world via their fingertips. In the past, we would be concerned that a customer was unhappy and might tell their neighbor. Today, they tell the world. One unsatisfied customer can easily write a review or create a post that hundreds, thousands and even millions can see. The big picture that I want to paint for you here is that even though some reviews can be fake or even exaggerated, I encourage you to keep a close eye on your reviews. Not only on Facebook but also on Google, Trip Advisor, Yelp and many many more. Listen in. Literally tune into your customers and their opinions. Are there trends in what customers are saying about your business? Can you learn from them? Do you need to add in some unexpected customer service training? Is there a book you need to read about leadership? Do you need to intercept some bad reviews by putting a review management plan in place? Negative reviews can be a disaster for you business but they can be a gift if you utilize them to your benefit and to the benefit of your customers.
This is not an exhaustive list, it’s simply some of the top mistakes I continue to see on an almost daily basis. Take them with a grain of salt or take them and put some new practices in place to grow your following, and ultimately your business. Social Media, and Facebook specifically, changes daily. It can be exhausting to keep up - so continue following us at 5 Stones as we continue to find ways to educate, enlighten and inspire you to be your best in business. Add our podcast to your playlist, listen in to our Facebook live sessions, take one of our classes, or give us a call to discuss how you can improve your marketing today!
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