Here’s a common question I am asked a lot by small business owners who are on Facebook: “Why are my posts not being noticed?”. You’ve created a Facebook Page, spent hours (and lots of money) scheduling and posting content, posting photos and videos, linking to your Facebook Page from your website and telling all your friends about it. So, why aren’t people piling on the Like button and engaging with your killer new content?
There are any number of reasons why your Facebook Page may not be attracting the kind of attention you wanted, but here are three you should put at the top of the list.
- Don’t Post Without Clear Intent To Engage – Ever wonder how Facebook decides what appears on your customer’s News Feed and what doesn’t? They use an algorithm called Edgerank that measures interaction on each and every post you make to your Page. Why did I emphasize “each and every”? Because Facebook looks at all of your recent posts combined… how many comments, likes, reads, rereads, etc. The more people interact, the better your site performs in News Feed impressions. Unlike Twitter where users are viewing a stream of constant information and updates, so it makes sense to post a large quantity of messages in order to be noticed… On Facebook, quantity doesn’t count! Quality does. More specifically, quality of content that engages users to interact. Know what people want and offer content that encourages engagement on every level – videos to draw people into extended conversations, polls with topical themes, and questions to get people commenting back and forth (they have to be thought provoking questions!). Also, make sure to always include a call to action. Users are reading Facebook posts so quickly that if you want them to take action you need to tell them what you want them to do so they don’t just move on to the next story in their Feed. Tell them to “Leave a comment” or “Post your thoughts” or “Share this with a friend that likes X”. Demand action, but do so in a kind and friendly way.
- Show Personality, Don’t Be A Robot – The ideal approach to Facebook is to be friendly, encouraging, and engaging. The wrong approach is to be too focused on promotions and one-way conversions. This is a classic mistake that many entrepreneurs that are new to building a brand on Facebook do. Ultimately, your customers are on Facebook to connect with their friends. Not with brands. If they wanted to be promoted or solicited to they’d read their junk mail. While being informed of special offers, discounts, sales, and promotions are still important to them, it isn’t all they want from you. They want to get to know you, your business, and your brand on a more personal level. They want to be able to ask you questions about your product or service and expect not only a quick answer, but an open dialog and discussion. They want to be given cool things to share with their friends and feel special. If you treat Facebook like traditional advertising channels (newspaper, radio, tv) then your Page will sound one-sided and mechanical like a robot. Don’t be a robot.
- Deleting Conversations – I run into this a lot with my clients, and one that needs to be treated with care. Every brand owner is afraid of the conversation getting away from them. They don’t want negative reviews, arguments or rude comments to make their brand look bad. But be very careful what you delete or change on your Wall. The point of Facebook is to encourage participation and interaction. If you stifle that, people will leave. Don’t delete or edit anything unless it is abusive or hateful in some way. Use bad reviews as an opportunity to showoff your customer service skills and help that person out, not as an excuse to censor your page. If a customer posts about a bad experience, post a reply comment quickly stating you’re very sorry and would like to make sure they have a better experience next time. If you’re a restaurant and the customer had a bad meal, let them know you’ve taken down their name and will gladly provide them a complimentary dish if they come back. If it is a more complicated issue, apologize publicly but make sure to try and take the conversation offline by suggesting the person e-mail or call you (provide contact information). Keep in mind, offering free product in order to rectify a situation can go a long way. If you feel it is a waste of money, consider the marketing value you get out of simply mentioning you’ll give the troubled customer something for free. Other customers will read your response and be satisfied knowing you have great customer service, it will build trust in your brand, and attract new business. In my experience, a large portion of customers will not take you up on your offer, so in reality you lost nothing and gained positive PR.
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