Never adding a clear cover photo
When Facebook users land on your page, you want them to figure out who you are and what you do in about 3 seconds. That’s why a good cover photo is important.
There’s no misunderstanding what brand this cover image represents.
Thankfully, Facebook has seriously relaxed the rules regarding cover photos. The current guidelines are the only rules to date (these are subject to change):
- All cover images are public. This means that anyone who visits your page will be able to see your cover image.
- Covers can’t be deceptive, misleading or infringe on anyone else’s copyright.
- You may not encourage people to upload your cover to their personal timelines.
The 20% text rule doesn’t apply to cover images, so there’s no restriction on including prices or calls to action. Even so, I advise against filling your cover full of unneeded text. The simpler, the better.
Over posting means posting photos text or images hourly or within few minutes you post, this will make your fans loose the morale of visiting your page as it will be feeding a lot of your contents to their Facebook feed. This might reduce the power of them to engage in your page, engagement might include comments and likes.
Creating a profile instead of a page for your business.
This may seem elementary, but you’d be surprised by how many people make this mistake. Before we get to more advanced tips, let’s set the record straight: Facebook profiles are meant for people, while Facebook Pages are meant for businesses.
Posting too often (but do post regularly.)
Yes, you should post regularly to keep your audience engaged, show them you’re present and listening, and answer their questions and concerns.
However, what you don’t want to do is overwhelm them with tons and tons of posts.
Forgeting which account you’re posting from.
The Facebook News Feed looks basically the same whether you’re logged in to your personal account or your company’s account, making it all too easy for Page administrators to forget which one they’re posting from. You wouldn’t want to respond to commenters from your personal account when you meant to respond from your business account, or vice versa.
However, the truth is … sometimes accidents happen. Be keen while posting on your accounts, you may be logged in your account at the same time.
Posting click-bait articles
When you link to a web page in a Facebook post, Facebook now looks at how long people are spending on that page in order to measure its usefulness. The lesson? Don’t post click-bait headlines that don’t deliver on your promises.
In an effort to determine what type of content users preferred to see in their News Feeds, Facebook conducted a survey and revealed that 80% of the time people preferred headlines that helped them decide if they wanted to read the full article before they had to click through.
So if you’re looking to meet the needs of your audience on Facebook, consider posting links to clear, informative blog articles. When the headline sets the right expectation for what a user can expect from the content, it’s easier for them to see the value in what you’re offering and remain on the page to read the article. When it doesn’t, they bounce off the page and Facebook takes note.
Not optimizing your profile photo
While your cover photo gives users who land on your Facebook page their first impression, it’s your profile photo they’ll see the most.
Unless they visit your timeline again, all they’ll see from you branding-wise is your profile photo on the news feed.
Your profile pic is more important than the cover photo because it appears in:
- The news feed of your followers
- Posts on your page’s timeline
- Replies in comments
- Comments and posts you make on other pages while using your page
- Over the cover photo on your timeline
Not telling your stories with a cover photo
A picture tells a thousand words. Your 851×315 cover photo will tell prospective fans whether you’re worth Liking or not.
Don’t skimp on this step. If you aren’t a photographer or designer, hire one. You need to tell your brand’s story with imagery so that people know what you’re about from the start. Avoid too much copy, and make sure you follow Facebook’s rules on what can go into a Cover Photo!
Never having the idea of promoting your page
You created your Page, so make sure you get someone to read your stuff! Start with the following:
- Invite friends and family who have an interest in your brand;
- Invite current customers.
- Add a call to action to your receipts; and
- Add a Facebook Like box to your website.
It’s all free or close to free. No excuse for Pages that have under 100 fans for a prolonged period of time. Mobilize your brand advocates!
Not tagging other Pages
A good way to build your network is by building relationships with other brands. One way to push this along is by starting conversations with these brands or sharing their content with your fans.
When you stumble upon a great article by someone else that will benefit your audience, share it. Make sure you tag the source by typing @[Page name] to tag them. If Facebook doesn’t automatically find the Page, make sure you first Like it (both personally and with your Page).
Make sure it’s natural. Don’t force it. Don’t expect or demand reciprocation or any type of response. But doing nice things like this will eventually benefit you.
Never responding to Fans
It’s not a one way street, people! When you share an update, your job is not done for the day. If you’re doing it right, your fans will Like or even comment. When they comment, this is a sign that they want to engage with you. Take them up on it!
Continue the conversation. Respond to their thoughts. Maybe they have concerns. Address them! Ignoring them will result in a missed opportunity. Responding will build brand advocates!
As small as they might be, spelling errors can really hurt your Page’s credibility. A typo is okay, but lots of typos are not. (Watch for some common misspellings, like (There/Their/They’re/Your/You’re.)
Responding negatively to a negative comment
The outcome from a negative comment truly depends on how you react to it. Being negative in return isn’t the best idea. Say thank you for the feedback and respond professionally to resolve the issue. You may just turn that unhappy customer into a happy one.