Any business owner, large or small, knows how Facebook can be a powerful business tool but making it work to their advantage is not as easy as it seems. Maintenance of an effective Facebook page calls for hard work and enough savvy to omit the mistakes that could potentially damage an enterprise’s reputation, as well as other unwanted effects. Here are some lapses that one should avoid when representing a company on Facebook.
Picking the incorrect person to handle the page
Most business owners choose to delegate the task of their Facebook page’s maintenance to others but they must make sure that they pick the best person for the job. The ones assigned to the page must be knowledgeable regarding the company’s policies toward social media and have a clear picture of the image they want to project. If they post anything offensive or counterintuitive to your company’s image, it could do more damage than one might think.
Not abiding by the terms of service
Though Facebook, along with other social networking sites, promotes internet freedom, it is not a ticket to do whatever you please. You must abide by the rules they set and stay within the lines of their terms of service. Violators of those rules can get their accounts suspended or deleted. A company’s page that gets taken down reflects poorly on your business image.
Giving your Facebook page the cold shoulder
Companies, like RingCentral, create Facebook pages to establish their presence and to keep it going, the page must stay active. Pages that fail to post updates regularly lose the interest of their followers and in turn, may lead to the company losing their customers. Keeping a page active also allows the moderator to keep track of comments that may be spam or defamatory.
Ignoring customer feedback
The Facebook users who “Like” your page can be the greatest allies of your company but could turn into enemies if they are snubbed. For posts that express gratitude, acknowledge them and say thank you. This shows that the company is taking their feedback into consideration and is always on the lookout for ways to serve them better. As for negative comments, they should not simple be deleted. Each complaint can be used as a way to better your services and to let them know that you are taking care of whatever problem they have encountered.
Posting updates mindlessly
The updates you post will reflect the company’s image and you do not want to be seen as the business house that continuously toots its own horn. Post updates that have valuable information and make sure you do so in a way that is warm and friendly. Make use of creativity when it comes to promotions and do not seem like a pushy salesperson trying to hit a quota.
By having a Facebook page that is run properly, you can turn a social media network into one of the most powerful marketing tools your company has ever had – and at practically no cost.