Blogger: Mary Keeley
Location: Books & Such Midwest Office, IL
Today’s information is taken from an article by Charles Lauller, posted on iMediaConnection.com. The author lists nine things a brand should never to on Facebook. Some of them will undoubtedly seem obvious but are still good reminders. I’ll attempt to translate each one for our promotions purposes.
- Don’t do all the talking. Don’t be the person who just loves to hear himself or herself talk. On Facebook—and all other social media as well—there should be an ebb and flow of ideas. An author who monopolizes the conversation, continually talking about his or her book, will “end up losing ‘likes’ in a heartbeat.” Have you viewed others doing this or been guilty of it yourself?
- Don’t forget, it’s social. Invite others you know well to contribute to your Facebook page from time to time. You could choose other members of your critique group, mentors, and author friends, especially those your fans will recognize. Let them promote you. It will ease burnout on your part and potential boredom for your fans. An added bonus is that it will connect you with your contributor’s fans! What do you think about this idea?
- Don’t come across as an infomercial. In other words don’t come across like your primary focus is to market your book. Your fans and visitors are potential “likes,” and most everyone can quickly spot a marking ploy these days. Instead, simply share great content, tips, some humor. But always remember that you represent your brand, so anything you say should reflect your brand. As fans and visitors get to know you this way, they will connect the dots between you and your brand, and the benefits will come to you.
- Don’t restrict users. Lauller stresses that, “When there are only positive comments on your Facebook updates, it’s obvious that every comment is closely moderated.” The more open and honest you are about not blocking negative comments, the more “likes” you’ll receive. Why? Because you’ll present yourself as authentic, genuine. And that’s very likable. How comfortable are you about doing this?
- Don’t be a self-proclaimed social media expert. However, you are the expert of your own brand, so communicate to your Facebook fans what your brand is about, rather than trying to be a sales guru, which in Lauller’s words “is a complete turnoff to your fan base.” When you’re simply educating fans about your brand without a “sell job” approach, your fans will receive it well. He made a great comment here: “I learned earlier in my career that it’s easier to educate than it is to sell. Any objections about your Facebook updates simply mean requests for more information. That’s how I view it, and so should you.” In other words, if you receive a negative comment to a communication about your brand (that isn’t a sales pitch), assume you just need to provide more information.
- Don’t forget to connect the dots. This one has been discussed in previous blogs and surely will be again as Facebook changes continue. Make sure all your social media accounts are integrated. Lauller calls this a “healthy web ecosystem,” and it’s an important factor in creating a growing community for your brand.
- Don’t fail to allow enough time. You need to invest all the necessary time and effort to plan and implement your accounts. And consistency is imperative. Do you find it hard to allow enough time to manage these well?
- Don’t forget to use the insights tool (likes, interactions, demographics, and activity). It provides information on how well you’re connecting with your audience, time of day you get the most activity, overall tone of voice, and more. Have you been using this tool?
- Don’t forget to think before you post. Try to read what you’ve written from viewers’ perspectives before updating your feed. You can’t always please everyone, but is anything you’re about to say going to be an obvious offense to someone?
I can’t wait to read your comments. The link to the complete article is http://www.imediaconnection.com/article_full.aspx?id=29273 if you want to read the entire article. But be prepared for the corporate marketer audience approach.