The Downside of Using Facebook for Business (and How To Avoid Common Mistakes)

by on October 9, 2013 · 2 comments

Avoiding Facebook Mistakes

Everybody says brands should be on Facebook—but what about the drawbacks? Do you know what they are? The fact is, if you don’t know about the potential problems you’ll deal with on a social network, you’ll be ill-equipped to respond to them.

That’s why making the most out of Facebook activity means understanding both the pros and the cons. So with that in mind, here’s a look at some of the ways Facebook can be hard for businesses, as well as tips for knowing what to do about them.

Facebook Pages Need Fans

What’s a fan page without fans? Yet finding fans doesn’t happen automatically. In order to grow your audience, you need to actively look for ways to promote your Facebook profile and draw readers to it. This takes time, strategy, and effort. Brands that neglect to promote their pages are left to hope and wait for fans to come.

Don’t make that mistake. Instead, add social media buttons to your website and/or blog. Link to your Facebook fan page in your email newsletter and on other social networks. Run giveaways in which following your Facebook page is a way to enter. All of these simple steps help build your audience over time.

Facebook Pages Require Regular Updates

Have you considered the time investment that keeping a Facebook page requires? The fact is, posting status updates and responding to questions takes regular time and discipline. When brands set up Facebook pages without realizing this, their pages often go stagnant, with little to no activity.

Stagnant pages communicate a bad message to fans – they show you’re not paying attention, not engaging, and not finishing what you’ve started. So before you go setting up a fan page for your brand, be sure you are willing to set aside time to maintain it. What will you post? How often? When? Setting up a plan ensures you use Facebook strategically.

Facebook Pages Are Not the End Game

Once you set up and start using a Facebook fan page, it’s easy to get lost in gaining followers and posting updates and, in the process, forget that those things were never the end goal.

To avoid wasting your time on Facebook, remind yourself that everything you do must serve a greater purpose: You use Facebook for reasons that serve your ultimate goals, whether those goals mean more sales, more blog subscribers, or something else.

Your Thoughts

Whether you already have a Facebook fan page or are considering one, you shouldn’t do it without all the facts. Does anything in the above list surprise you?

Are these issues ones you’ve already considered? What do you think about keeping a Facebook fan page now — yes or no? Feel free to leave a comment below.

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Shanna Mallon is a writer for Straight North, a Web development company with headquarters in Chicago, providing SEO, Web development, and other online marketing services to B2B clients.

Shanna has written 1 articles on Expand2Web

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{ 2 comments… read them below or add one }

Kelsey October 31, 2013 at 5:43 pm

My pet peeve is when businesses set up a page and then don’t maintain it!

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stefan May 6, 2014 at 12:58 am

For me the most important sentence is: remind yourself that everything you do must serve a greater purpose: Not just open as many social media as possible, but keep an eye on what you want to achieve. Thanks for sharing this.

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