The don'ts of Facebook updates
In February, I wrote about "7 brands that post awesome Facebook updates." Now, let's come at it from the other perspective. Content is still king when building a brand presence on social media. And as Facebook implements more ways for users to control exactly what content they want to read in their news feeds, brands need to be especially creative to make the cut. Community management is the art and science of engaging these communities, and the best way to see what's working and what isn't is to engage, moderate, and analyze all interactions. There are some brands that get it. And there are some brands that don't.
Consider these Facebook update don'ts:
- Don't spam your audience. Posting updates back to back, multiple times per day, is the best way to get hidden in the news feed.
- Don't neglect issues or problems on your page. Social media is a two-way conversation you can have with your customers. When you ignore concerns or questions, it appears as if you don't care.
- Don't use formulaic responses. In the same vein as ignoring comments, it's just as bad to post a canned response to all issues or concerns.
- Don't automate your updates. Users notice when they see the same exact content posted on all your networks or marketing channels. This includes linking your Facebook and Twitter accounts.
- Don't turn off the wall. While neglecting issues or problems is a bad practice, turning off the wall completely sends the message that you just want to broadcast, not engage.
With Facebook implementing new features every day, it's becoming increasingly easy for users to hide status updates from appearing in their news feed. While this might be a plus in the personal sphere, it's a little scary for brands that also appear in the same news feed. In fact, it's now possible to "unlike" a brand page directly in the news feed without needing to visit the page at all. By adhering to the following best practices (as evidenced by brands that did the exact opposite), your brand's chance of getting hidden or "unliked" is reduced significantly.