Facebook can be a great branding tool for your business, but you can drive people awayfrom your page if you engage in some of these behaviors:
1. You’re the only one posting. If you don’t let others post on your page, what’s the point? This is a “social” networking tool. Let your fans into the party! Encourage their participation.
2. Posts are once a week or less. The key to developing relationships on Facebook is consistency. If you post only once or week, or even less frequently than that, your target audience will forget about you, since your posts aren’t showing up in their news feeds.
3. Comments are ignored. When someone takes the time to comment on your page, the least you can do is acknowledge it. If you never reply to questions, comments or concerns, there’s no reason for your fans to stick around.
4. Post the same specials over and over again. While a little repetition can be a good thing, posting the same special offer five times a day, five days in a row will turn off even your most devoted fans. Aim for a mix of content – blog articles, photos, events and special discounts.
5. You provide a great variety of content, including discounts, contests, how-to articles, etc. Yes, that’s correct. Even when you do everything “right” on Facebook, you are going to lose some fans. ExactTarget.com did a study called “The Social Break-up”and found that 38% of consumers “unliked” a Facebook page because they got bored, and 26% “unliked” because they were only interested in a one-time offer. Even more confusing: 24% “unliked” a page because the company didn’t offer enough deals, while another 24% “unliked” because the posts were too promotional.
What lesson can we learn here? Consumer expectations are divided, so it’s wise to strike a balance that satisfies both groups, while not coming on too strong either way.
Tags: Creating Wow, driving web traffic, Facebook, facebook branding, facebook fan page, increase web traffic, increasing web traffic, Meredith Communications, Meredith Oliver, web traffic marketing
