Magazine article Communication World

The 6 Biggest Mistakes People Make with Marketing on Facebook: Like Any Other Marketing Tool, Facebook Requires Input and Engagement to Be Successful

Magazine article Communication World

The 6 Biggest Mistakes People Make with Marketing on Facebook: Like Any Other Marketing Tool, Facebook Requires Input and Engagement to Be Successful

Article excerpt

Facebook can be a powerful way to target potential and current customers, track the return on investment of your campaigns down to the penny, and grow your business's influence. But many companies make the same mistakes over and over again when it comes to their Facebook marketing. Here are the most common mistakes and how to avoid them.

1. Using a personal Facebook page instead of a brand page for your organization

Facebook wants personal profiles to be strictly for people, not companies. If you log into a profile and it has your company's name on it and you have to approve "friends" for your business, you're doing it wrong--and Facebook will eventually shut your page down. There are lots of disadvantages to using a personal Facebook profile for your brand, including these:

" You don't get access to any of Facebook's advertising tools.

* You will need to approve "friends" one by one (and you'll max out at 5,000).

* You'll constantly have to log in and out between your accounts.

Instead, create a brand page (facebook.com/about/pages) and use that for your business.

2. Using Facebook's default "Boost Post" advertising product

Facebook wants you to "boost" your posts. This means giving Facebook a bit of money to get your post on more news feeds. The problem with boosting a post is that you'll be spending your money to reach people who "like" your page and all their friends. And while Facebook has introduced some targeting options (age, gender, geography), these aren't the most effective parameters. Instead, use Facebook's Ads Manager and promote the post there. You'll be able to target just your fans and/or others by their interests. For instance, if you own a restaurant, wouldn't you want your ad dollars to reach people who are already interested in dining out rather than just the general public?

3. Failing to track your conversions

When you buy advertising on Facebook, you can input a conversion event. A conversion is the successful consumer action you want to have happen or the objective of the ad. For instance, a conversion might be someone making a purchase from your website or signing up for your e-newsletter. Facebook lets you track these conversions and report how many people did what you wanted them to do. …

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