If you are reading this, then you are probably a fellow social media consultant or you are a business owner looking to gain some insight into social media marketing. Either way, there are a few key mistakes that are far to easy to fall into on Facebook. You need to try your best to avoid these kinds of posts, as all three of them will either annoy, alienate, or leave your audience bored.
But before we jump in, I want to lay out some criteria that will help you determine good content from bad:
- Relevance of Information
- Marketing Appeal
- Eye Candy
Effectively meeting all of these criteria will generally land you some great content for your Facebook page! However, there are still some instances where we feel like we are meeting these criteria, but end up with something that simply doesn’t work. Let’s go over the three most common problems that cause this.
1. Content Too Technical
If your posts are often laced with highly technical jargon, then you are making a fatal mistake. Why would I say such a thing?
The audience who is following you on Facebook is generally not looking for specific information. They are there to be entertained and show their support of your brand.
If you are speaking to them in a highly technical manner, they are not going to understand what you are talking about unless they are also an expert in your field. And also, TECH TALK IS BORING.
Social media is not the place to provide in-depth info on the services you provide. That is what your website and blog is for. FOR EXAMPLE: this article. I am posting this in detail on my blog, not my Facebook page. I will definitely post a link to this article on my Facebook page alongside an interesting, eye catching picture, however I will never bog people down with the in-depth details over on the Facebook page like I am here.
2. Content Too Sales-Oriented
DON’T DO THIS!! This is probably the most deadly of the three. If you become that page who only creates content geared at directly advertising your services and products, you will lose your audience faster than you can blink.
At the end of the day, there is nothing WRONG with promotional content. I mean, that is generally the goal of creating a social media presence in the first place. However, you must remember that a social media presence is also about having a place where people can feel a personal connection to your brand. People want to hang out with you. They want to chat with you. They don’t want to feel like all you are there for is to sell them something.
3. Content Not Visual
I started out in the business of social media marketing as a YouTuber, so visuals were never really an issue. Practically EVERYTHING was visual! It’s been hard for me to find that perfect thumbnail to sum up some of my articles or Facebook posts. However, taking the time to find a visual that will accurately portray your content is a valuable practice.
It is probably obvious, but visuals make your content more noticeable. It will stick out easier in the news feed. It encourages people to engage with your content. It just looks more professional to the average eye. At the end of the day…people like pretty pictures.
Honestly, it is normal for people to post content that misses the mark every now and then. It is not the end of the world. Just be sure to learn from your mistakes. When you normally see a certain level of engagement with your content and then suddenly a post gets substantially less, evaluate these types of mistakes to find what might be holding you back. You must always be monitoring your posts for their success to develop an understanding of what your specific audience wants to see and what they don’t.