Many of us have our own personal page on Facebook. They’re a great way to connect with our friends, share life events, and follow our favorite brands and groups.
Unfortunately, what works on our personal pages doesn’t always translate well on a fan page. People are less likely to take notice of brand activity. In fact, research shows that less than 1% of a page’s fans actually interact with the pages they follow!
To capitalize on this 1% (and hopefully grow beyond it), there are a few key do’s and don’ts you should put into practice on your Facebook business page.
Facebook for Business: Do!
Ask for action on every post
I have experimented with different types of calls to action, trying to see what works the best. I’ve found that including a CTA can improve the response rate by over 50% (for my audience, asking them to share a post gets the best traction).
In addition, when a follower interacts with your posts, their friends see that activity, leading to the possibility of growing your fan base. So ask your followers to share, comment, or like your posts.
By default, Facebook sorts posts in newsfeeds by “most important” using a proprietary algorithm called EdgeRank. The EdgeRank formula calculates a combination of Affinity, Weight, and Time Decay to assign points to each post you make. Those points determine if your posts appear in your fans’ newsfeeds, and how long they stay there.
Take some time to learn what EdgeRank is and how it affects your posts. Especially keep Affinity (defined as “the quality of the relationship each fan has with your page”) in mind, since that has a tremendous influence on what your fans see. Affinity points are earned when fans like, comment, and share your posts – which connects right back to #1 above.
Use Facebook Insights
This handy tool lets you dig deep into the activity on your page. You can find your most popular posts, track likes and unlikes, find out where new fans are coming from, see when your posts get the most activity, check out your fan demographics, and much more. You can see a screen shot from one of the Insights panels below.
Actually getting to your Insights takes a few steps. When you go to your page, your Admin Panel should be open above your cover image (if it’s not, click on the “Show” button in the upper right corner above the cover image). Click on “See All” in the Insights panel, and Insights will open.
After you discover the topics your fans like and the days and times they are most likely to participate, post consistently on those topics, days, and times. If you find that the days and times your fans are most engaged are inconvenient for you, use Facebook’s new scheduling utility.
Set up your page correctly
Making sure your page is set up properly can help you get found and keep fans coming back. At a minimum, include your contact information (especially your website and physical address), make sure your bio contains strong keywords, and use a lot of visual elements to make your page appealing.
Check out my earlier post that outlines some tips on setting up a business Facebook page if you want to dig in.
Facebook for Business: Don’t!
Use your wall to sell
Social media is for conversation. Nothing will turn a fan off faster than a sales pitch. You can sprinkle coupons and new product announcements in with your other posts, but keep selling to a minimum.
In their “Mastering B2B Social Media” webinar, Hubspot recommended following the 10-4-1 rule for best results: 10 links to third-party articles, 4 links to company blog posts/articles, and only 1 link to a landing page.
Use a personal page for business
If you’ve already set up your business page as a personal profile, you can get more info on switching it over by reading Facebook’s how-to guide.
Rely solely on auto posting
It can be a very tempting time saver to set up your accounts to share posts across your social media properties.
For example, whenever you post on Twitter, it’s automatically posted on Facebook. There’s nothing wrong with doing this, but you should also make a concerted effort to post unique content on each page tailored to each fan base. That means posting manually on Facebook (or using a tool like HootSuite to set up your posts ahead of time).
Use the wrong Voice
This is another new feature for Facebook business pages. At the top of your page is the option to change who you’re posting as. Pay attention to this, as it could result in some embarrassing mishaps!
Ignore or delete complaints
This can be a touchy subject for some companies, but I’ll tell you why I always advise admins to leave negative posts up (excluding spam and offending comments, of course). You don’t know who has seen the complaint, and you have no idea how many people are just sitting there waiting to see how you respond.
Removing or ignoring negative comments sends the message that you don’t care. Instead, take the time to craft a thoughtful, professional response, just as you would if the person called or stopped in to complain.
By following these 10 do’s and don’ts, you’ll be well on your way to starting the conversations that lead to fan engagement, hopefully more than the expected 1%.
Speaking of engagement, be sure to share this article! And let us know if you have great Facebook business page tips to add.