I may not be a digital content expert, but leading a social media team of six in a piquant digital agency has more or less taught me what would work, or not work in this fast generating content world. Today we are talking about Facebook.
These learnings are based on my own personal observations as I’ve been working with 10 brands with different business models. While some may sound like stating the obvious, you’d be surprised to learn that many clients out there are still not aware of these rules . . .
Here are the 10 things you should STOP doing on Facebook to your brand.
1. Using Facebook as a go-to platform to shout about everything.
Facebook is a social media platform, not a bloody website. Information should be bite-size, posted at the right time (know when most of your fans are online).
One thing my team use to get is clients sending us ad hoc requests to post about every big and small happenings – promos, print ads, winners selection, thank you notes . . .
Look – it’s about understanding what your fans want to see, not what you want to publish. Don’t #SyokSendiri.
Takeaway: Post wisely. Be selective of your content and invest in boosting the good ones to create that WOW impression for new potential fans to Like your page.
2. Whoring your Facebook page like a promo catalogue.
Unless you are AirAsia offering cheap flight promos (even then, they do so strategically), no one needs to know about your 10% promo on Monday, buy 2 free 1 mechanics on Tuesday, snap and hashtag to win on Wednesday . . . Get the hint?
Takeaway: Stop flooding. Keep to one signature promo (i.e. Baskin Robbins Pink Wednesday) and market it on Facebook with a good visual content. Stay consistent.
3. Posting wallposts as greeting cards.
Using wallposts as greeting cards is terribly old fashioned and a waste of content. The worst kinds are the ones that look like they are stolen from Google Image, then layered with a brand logo.
So I’m a Facebook fan who happens to see it - Geeez dude, thanks for the ‘sincere’ greeting. So what?
Takeaway: Giveback. Is it Father’s Day? Hari Raya? Take the opportunity to incorporate your products into the wallpost and reward your fans instead.
4. Facebook copy like motherf*cking essays
Whether you are on the client or agency’s side, as long as you are on Facebook, you know that everyone has a short attention span when it comes to scrolling through our ‘news feed’ on mobile.
How many times have you clicked ‘See More’ to a winding Facebook post about a product?
Takeaway: Less is more. Keep copy witty and quirky, your message concise and clear from the START.
5. Thick frames and huge logos on wallpost visuals
Why you so kiasu? Your fans are intelligent people. They know they are viewing content from your page, if they see it from your page. Duh!
No one yearns to be your so-called ‘brand ambassador’ by sharing your thick frame content on their own wall.
Takeaway: Don’t do hard sell. Social media requires a different branding strategy.
6. Using BigStock photos + bad Photoshop skills
If you have an in-house social media team, for goodness sake – invest in a good company camera.
If your agency provides you wallposts where your product is badly Photoshopped into it, tell them to work harder on the content.
Takeaway: A picture speaks 1000 words. The digital audience today appreciates organic and visually pleasing content. Common sense?
7. Hashtag abuse or none at all
If you don’t yet know, Facebook is not the best platform to rely on when it comes to the hashtag feature, so save those pounds for Twitter and Instagram instead.
Some clients insist on having tags looking like #BRAND #PRODUCT #ITRYTOBESPECIALSDNBHD, while some clients totally go against it. But why?
Content has trends too. Add an emoticon. Add a hashtag without your brand in it. Social media should be fun!
Takeaway: Pound ‘em hashes hard, wisely.
8. Only boosting posts that are contest / campaign related.
There are fans who like giveaways, and fans who see them as irritating spams. Your fans are made of both categories. Hence it is important to balance your budget when deciding which content to boost. Only spending on one area limits your potential to reach out to fans who are looking for a deeper connection with your brand.
Takeaway: Boost – with strategy.
9. Sharing content (links / videos) from other sites.
While there is nothing wrong with sharing good content from other sources, don’t forget that you are running a Facebook page, not a personal profile.
Invest in creating original content using your products and brand story. Let your fans know about the company’s DNAs. Introduce the people working behind-the-scenes. That is the best way to generate genuine brand love that leads to organic growth for your page.
Takeaway: Be original. Think organic.
10. Not having a platform / site to host ‘deeper’ content.
One of the biggest mistakes is to think that Facebook is THE one-stop platform to educate, entertain and elevate fans. At the end of the day, social media channels are designed for you to post bite-size content that links to your website / blog, where richer, compelling stories are told. Without a main site to house interesting and interactive content (think BuzzFeed quizzes), your brand can only go as far as scratching the surface.
Takeaway: Facebook is a bait, not a boat. A good bait alone is not good enough if you want to ‘reach’ for more fishes in the sea. Build your boat.