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The 15 mistakes on Facebook you have to avoid

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The 15 mistakes on Facebook you have to avoid

Facebook is the most popular social network on the planet. That is not discussed with anyone. Many dare to say that she is dying, that no one uses her anymore, that young people hate her; ideas ingrained in some minds, but that the data is unworthy. Facebook remains a robust, popular, and most of all very efficient platform for marketing . So making mistakes in it can be very costly for businesses. A wrong step taken in this Belize Phone Number List network will consume your resources – time or money – and will take you away from the expected results. A luxury that no one can afford in the current circumstances.

There is much talk about Facebook, its popularity and its widespread use have given life to a large number of “gurus” who pontificate, without blushing, about what should and what should not be done in this social network to carry out a successful activity . And it is precisely in the midst of that turbulence that opinions generate where the breeding ground for chaos is produced, because many are contradictory, without foundation and with little evidence in the data.

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Now, we are not implying that commenting on marketing actions on Facebook is something reserved for a select group of enlightened ones. No way! That is not our intention, whoever wants to give an opinion can do so without any problem. Tips are always helpful in itself. The problem is that in social networks what works for one case may not work for another. And that is often not clear to whoever receives and implements the advice. Consequently, companies with little knowledge of digital marketing end up trapped by advice that takes more than it adds.

How to prevent your business from making mistakes on Facebook?
Performing well on Forex Email List is not complex. It’s a matter of having a lot of common sense, creating a plan, leading a community and getting involved with it.

To achieve this, a starting point is required that strengthens and enhances each business movement within the social network. This beginning must be analyzed from two angles: (i) the resources that we must accumulate in order not to have deficiencies during the task and (ii) the actions that we must repeat and those that we must avoid. It is in this second angle that we want to delve into this publication and leave the invitation to reflect. There are many mistakes that can be made on Facebook. For practical purposes, we will focus on fifteen, the most recurring and expensive. By enunciating them, what we want is for your business to avoid them and thus increase efficiency and the chances of success in this social network. We present them below:

1. Create a personal profile
Although fewer and fewer companies make this mistake, some continue to make it. The seemingly simple and insignificant decision to create a profile and not a page or group — yes, it’s still a good idea to create a group — will close the door to many possibilities. In the social architecture of Facebook, profiles were conceived for individuals and pages for organizations. This is why the profiles have limitations or restrictions in some of the most important functionalities of the platform and the pages do not. For their part, groups are a kind of hybrid between profile and page. A mix between the positive of privacy control offered by profiles and the administrative versatility of a page.

The first mistake that your business should avoid is choosing a profile as a setting on Facebook. There is no reason to justify this decision! The route is to create a page or a group.

With a group you will have more control over the community, the messages posted and the interactions, but you will be less massive and viral. While with a page you will have greater visibility and better tools to develop your activity —for example, access to metric indicators that will allow you to improve your work on Facebook or create advertising campaigns to improve the reach and interaction of your messages.

Businesses that want to perform well on Facebook should start by correctly choosing the type of presence they will have on the social network: group or page, never a profile!

2. Do not customize the URL
Your first concern – after creating the presence of your business on Facebook, remember: a page or a group – should be to shorten the path of arrival of users.

Facebook allows organizations to choose a username that will be used to create a web address – like: . This will create an easy shortcut to communicate to the business audience so that they can go to the presence on Facebook and join the community on that social network. With this personalized URL, the company will be able to create marketing actions in other scenarios to give visibility to the activity on Facebook.

So, the second mistake to avoid is not having a custom URL for your business presence on Facebook.

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3. Leave the information halfway
Publishing your business information and keeping it updated on your Facebook page is your obligation. Everything must be completed! Name, business category, phone, hours, location, website, etc. If you leave a loose end, the user experience will be poor and your Facebook page will be incomplete.

Like Google My Business , Facebook is a recurring directory for users to consult to obtain specific data from companies. This is why it is mandatory to fill out each of the available fields within the information tab.

Make no mistake about something so simple. For a user it is desperate to need specific information and not have it within the reach of a click. Fill out the information completely and keep it updated so that your community and external users always have the data they need at hand. This is how good relationships are built!

4. Frequently change your profile picture
The profile photo of a Facebook page – and particularly its thumbnail – is an image that creates a bond of familiarity with followers on the timeline. Audiences get used to it and establish a strong and unconscious connection with that image — to the point that thanks to this they recognize the organization among the mix of publications they receive on Facebook.

Changing it frequently breaks that process and undermines that familiarity. Now, we also don’t mean to say that businesses should never change their profile picture, of course not! We simply warn so that managers are aware of the impact that this action produces. Businesses can update this image when they have a compelling reason — an event, a new product, or a specific season. That is not bad. What would be wrong is to change it every week for a simple whim.

Each change in the profile photograph must be planned and its execution must go hand in hand with the implementation of actions that again accelerate the obtaining of that familiarity.

5. Have an unrecognizable profile picture
Since we are talking about the profile photo, let’s take the opportunity to raise another recurring and equally costly error: putting an image that in the thumbnail is difficult to read or, worse still, it looks incomplete. A nonsense that has a high impact on brand identity and is easy to solve.

Often times, audiences will only have contact with the company through its timeline; For this reason, community managers are obliged to pay excessive attention to the way the profile image is displayed there.

A good profile picture complements the name of the page and looks good when users visit it or when it appears as a thumbnail on the timeline. It is necessary to avoid small or cut texts and photographs that are unrecognizable in tiny formats. It is essential that when choosing the image it is evaluated in both scenarios: in the timeline and within the page.

6. Not having a good cover photo
The cover photo – or video – offers you very powerful graphic possibilities for communication and marketing efforts . In addition, it enriches and beautifies the presence of your business on Facebook. Why are you going to miss out on that possibility? There is no valid justification! Ask your design team to build a cover to match your business and use this space to communicate — you can change this image every day to promote products, services, events or brand values.

Take advantage of this functionality, make the most of it! From there you can get many benefits. The cover image is a good ally to transmit messages, create community, promote products or services and strengthen the brand. Through the cover you can complement tactics, deepen ideas, develop brand identity, highlight additional attributes or create empathy with some segments of the audience.

7. Not having a call to action
Behind a social presence there must always be a business objective. Brands are active on Facebook because they want to achieve something in particular. Well, just below the cover there is a space to work towards that goal: the call-to-action button. Do you already have it active? Is it consistent with the goal you set for yourself when launching on Facebook?

Businesses cannot miss the opportunity to push the community on a journey through a conversion funnel that brings tangible benefits. Facebook offers many possibilities to configure this section: make a reservation, start a conversation on Facebook Messenger, access business information, make a purchase, download an app , start a chat on WhatsApp or simply join the community. Review your goals and choose the best option, but never miss the call to action button.

8. Do not create a publication calendar
The best advice we can give you to develop a successful activity on Facebook is: worry about the content you publish. If you want to stand out on social media, you must design an editorial line and create a publication calendar.

When a company is inconsistent with the content it addresses and does not maintain a publication frequency, it is indirectly telling its audience that it has other tasks that are more important than communicating with it.

The editorial line will be in charge of consistency in the themes and content formats. For its part, the publication calendar will ensure that the frequency of publication is consistent with the community’s content consumption. Don’t make the mistake of letting your content strategy move to the rhythm of the community manager’s mood . Design a content plan and ask your team to execute and refine it.

9. Dedicate yourself exclusively to publishing
If this error is not the most recurrent, it is on the podium. Most do it! They only care about what the company has to say to the audience and they care little about creating dialogue or opening channels for the community to interact with it.

Businesses develop an obsession with publishing that they never satisfy. More! Post more! Drive people crazy with our message! It seems to be the mandate of the managers. This behavior is extremely common, and community managers catch it easily.

Unfortunately for businesses, Facebook prefers conversations. Social networks – as the name implies – are social platforms. Facebook is not a speaker to amplify your message – if you see it that way, you are more dead than alive – but a stage to interact with buyers and users. Social media should be used to establish links and build relationships between businesses and audiences.

Converting Facebook – or any social network – into a repository of content or a lectern for talking and not listening goes against the fundamental principles of these tools. And yes, it is a huge mistake.

10. Get obsessed with getting likes
The other extreme is bad too: just worrying about audience reaction. An effort on Facebook cannot be reduced to publication or interaction. Companies should be concerned about doing a good job on both fronts: posting good content frequently and getting high engagement.

The accumulation of likes , comments and shares cannot be seen as the goal, but rather as the result of a well-executed job. The community managers should not become obsessed with this data, however, they should be more concerned about levels of involvement of audiences with the content and the presence on Facebook of the business. The digital team must be more interested in the conversation and evangelization of the community to achieve that involvement.

Business leaders need to understand that “likes” are a very primitive indicator that contributes little to analysis. The attention of the people involved in the activity on Facebook should be directed to the creation of good content, the design of strong calls to action and the analysis of community behaviors to develop marketing actions that provide business results.

11. Being greedy for clicks
Let’s now talk about the content that you will publish on your Facebook page. Here we find another group of possible mistakes that you should avoid. The first and most reprehensible of all is the irrational struggle to add clicks. This craving for clicks is detestable. So that? Do you sell advertising? If not, there is no point in putting your credibility at stake in every post. What businesses need is not volume, it is quality!

That technique – known in the world of digital marketing as clickbait – the only thing it seeks is to attract anyone with a sexy headline, which often ends up being incoherent or oversized. The rationale behind this is simplistic and inefficient: let’s bring in a lot of people, some will fall. If you focus on bringing quality clicks, you will need fewer resources to achieve your goals.

Please never indulge in these kinds of behaviors. Avoid outrageous or intriguing headlines when you don’t have truly outstanding content. Clicking ambition could cause a loss of credibility and therefore a deterioration in reputation.

12. Do not use advertising
Today, advertising is an obligation. It is not feasible to create an outstanding Facebook presence without constant advertising investment. Algorithms on social media have thrown their reach to the ground and businesses must leverage advertising in order to get some visibility. If you don’t invest in advertising, sooner or later your business will be invisible on Facebook.

Therefore, do not make the mistake of turning your back on advertising. Now, you don’t go crazy spending money either. Build a lean advertising plan with multiple goals — interactions, conversions, reach, etc. — and execute it patiently. Ah! And take a few minutes weekly to analyze the results you get with advertising to optimize campaigns and improve the performance of your business on Facebook.

13. Ignore the evolution of the algorithm
Facebook is a social platform in permanent advance; it is an interaction tool that changes constantly —like most social networks—. The creators of Facebook are continually making adjustments to the platform to give their users a better experience and content tailored to their interests. Consequently, what works well for you today, you can stop tomorrow.

The main cause of these alterations is the Facebook algorithm – a machine that interprets people’s interests and chooses which posts to show them on its timeline. Well, this algorithm is constantly evolving and your digital team is obliged to keep abreast of its evolution to redirect actions.

Ignoring the algorithm can be extremely damaging to your future on Facebook. Require your community manager to keep up with the progress of the social network. If the platform changes, your activity should change too.

14. Not creating a social ecosystem
Most companies make mistakes in social networks because before building an integrated and collaborative activity between each of the parts of their social ecosystem they create small islands disintegrated with individual actions. The slogan seems to be: each one by his own side. Absolute nonsense!

To achieve good results in the digital world, it is convenient to integrate, never disintegrate. The digital strategies that succeed are those that see each of the presences, activities and platforms as a small part of a whole. Good strategists understand that adding efforts is easier to obtain results.

Each of the social networks and the actions carried out must contribute to the group and be nurtured by it in order to improve the individual and group position. Activity on Facebook cannot be taken as an isolated task, it must be seen as a small part of the social ecosystem of the business.

15. What about mobility?
The world is mobile! And Facebook is part of that world. Permanently, the Facebook press office issues statements showing the penetration, reach and consumption of the social network from mobile devices. This evidence allows us to affirm that Facebook is a social network extremely concerned about things happening on those devices.

Organizations must work to improve the user experience on their Facebook page from mobile devices; adapting the images and other graphic pieces that are shared so that they are displayed correctly on the devices.

Currently, any digital presence – own or someone else’s – must be designed to be deployed and well adapted to mobility. If you do not assimilate this, you will be out of alignment with the general interests of the digital industry.

Bond! Hand over management to anyone
Would you hand over your company’s accounting to someone for the simple fact of knowing how to use Microsoft Excel? No you wouldn’t! So why do you use that logic to define the person who will handle social media? Knowing how to take a photo or design in Adobe Illustrator is not a guarantee of knowledge or competence to manage social networks. Surround yourself with capable people who contribute to your business.

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