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The main mistakes of companies on Facebook

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The main mistakes of companies on Facebook

Failure is not a label, it is a situation and it is temporary. Ah! And success, too. Most of us, from childhood, are instilled with the harmful message: to fail is bad and whoever fails shows that they are not prepared; a way of thinking that limits experimentation and blocks us from facing and acknowledging an error. But no, failing is not bad; it is simply a stage of the process towards success, for the construction of experiences and knowledge. Success and failure are, then, the events that engender successes and failures. This is how both should be seen, as a simple result of our decisions and the Uruguay Phone Number List  circumstances that surround us and face us on a daily basis. With this, what we want to affirm is that success and failure are simple consequences of aspects that many times we will not be able to control from the first attempt. A bad decision is feasible, especially when you do not have the correct information or experience. Also, that lack of experience can cause us not to identify an adverse circumstance, and that will condition the results. Therefore, the words success or failure is not worth choking on. There is no point freezing in them. Let’s accept that they are circumstantial, let’s take the lessons and take the necessary steps to change each situation.

This preamble serves as an introduction to talk about strategy and tactics in the digital world; because failing there is very common, since any task associated with relating to people – and marketing is one of them – has many unpredictable variables. Entering digital scenarios with the desire to be right is always a utopia. So what is the point of tormenting yourself over a situation that you will constantly face? None. The best thing is to consider everything that is done in the digital world as an investment in R&D —research and development—, of course, avoiding wasting resources and always extracting and documenting the results to consolidate lessons learned that generate experience and facilitate taking future decisions and the identification of adverse circumstances.


Failing on Facebook is common … and cheap
Facebook was the pioneer social network in reaching significant levels of penetration in global audiences. In addition, it was the first platform that opened the doors for marketers to promote their products or services, offering them a complete package of tools — easy to implement and manage. Thus, many business leaders took their first steps in the digital world directly on this platform. Unfortunately, the lack of information and ignorance led them to dead ends that some have not yet managed to overcome. But the idea in this article is not to stay in those initial stages of Facebook; because back then, erring was natural and repetitive — in fact, the strange thing was getting Forex Email List results—; but to place ourselves in the present, to analyze it and learn. Today, erring on Facebook is still an important part of the journey, but not a constant; because many have already made the leap in quality towards the construction of sustainable business actions. The key to the matter, to get on the right track, is to differentiate the two types of failures that are committed: the positive ones – which are those produced by innovation and experimentation – and the negative ones – caused by negligence and improvisation.

Here we are going to focus on the second group of errors, the negative ones, because the first group is necessary to acquire knowledge and experiences in the social network. Organizations that want to take ownership of digital must instill in their teams that innovation and experimentation is key to progress; Therefore, the real objective and constant concern is not to oppose positive errors, but to avoid those that are produced by neglect or lack of planning. Before we get into the discussions of negative mistakes, let’s talk about the concept of getting it right. When is it successful on Facebook? A positive business result is obtained in this social network when it contributes to the achievement of business objectives, a stable and lasting relationship with the audience is achieved or our competitive advantages are increased – thanks to the improvement of the products or services that are offered. It is produced by customer feedback, increased customer service satisfaction, or the development of a positive shopping experience. Now when is Facebook failing? Simple and obvious, when you get the opposite of success. Failure means letting the days go by without getting a measurable contribution to the achievement of objectives. Failure is settling for those old promotional tactics that focus on creating, transmitting, and repeating messages for only reach — resigning yourself to the illusion that visibility will lead to transactions. That is failure. And that is what you must avoid.

How to avoid the mistakes of companies on Facebook due to negligence or improvisation? A good way to undertake this monumental challenge is by accepting that Facebook is not a communications channel, but rather a platform for relationships. Recognizing this, we will be forced to use the social network to create personalized, relevant and enjoyable experiences. A different approach to the usual advertising attitude. Working on it, instead of insisting on the transmission of promotional messages – a type of action closer to annoying than to attracting – will make the presence on Facebook become a valuable asset for the company and for its community of followers. However, brands – and some community managers – have not understood that challenge and have created boring, dull and overly promotional Facebook presences that contribute little to those who are exposed to them. What is the cause of this? Insist on hot communication and not planning. Then, the way to avoid falling into mistakes by negligence and improvisation begins to be solved when strategies and action plans are created. Thus, too, irrelevance and waste of time and resources will be avoided.

To this first point, which may be obvious, we must add another eight, which we will distribute into three categories: attitudes that must be avoided, behaviors that must be promoted, and actions that must be addressed.

1. Attitudes to avoid
Today we are so exposed to Facebook that – even if we do not want it – we constantly observe those repetitive mistakes that most make and, in the end, we also fall into them, because, seeing them so much, we believe that they are correct. What are those wrong attitudes that are repeated in excess and that end up being confused with successes? The first and most common is the dehumanization of the activity. We are all tired of corporate jargon and automated responses when we use the web as consumers; however, when we are at the other extreme — that of community managers — we make the mistake of using the same jargon and bookmarking the interactions. Users enter social networks to interact and expect the companies with which they relate to behave like human organizations, to show their faces, that they speak their language, that they accept their mistakes and that they work on solutions. Businesses and their leaders should see that these kinds of attitudes pay off and make a difference. Humanizing the activity on Facebook, making it real and honest, will bring you closer to the community and enhance your results.

The second of those common mistakes is the abuse in the publication of advertising messages. Yes, it is obvious that the objective of a business is to seek quantifiable benefits in any activity that consumes resources – a position we share – but that statement should not be taken literally. In many opportunities, it is convenient to change the advertising chip to get the attention today and the result tomorrow. If the focus is always on the product or service to be marketed, audiences will label it “monothematic” and either ignore it or walk away. On the contrary, if you keep your focus on the product or service, but open yourself up to other topics of conversation, points of agreement will appear and that will generate closeness, which will later be converted into commercial results. The last of the attitudes to avoid is corporate deafness. Ignoring audience requirements is the beginning of the end on social media. According to a study by Lithium – a company that is dedicated to developing technological tools for managing social platforms – 72% of customers who enter Facebook to post something on a business page – be it a complaint, a comment or a question — expect an answer in less than an hour. Ignoring them, then, is not the right way to build relationships.

2. Behaviors that must be promoted
In this second section, of the negligent and improvisational mistakes that are made on Facebook and you should avoid, we want to motivate you to focus your resources on two critical aspects to achieve measurable results: evidence and be timely. Evidence means showing more and saying less. And to be able to show, conversations must occur and be attentive to opinions. Today, it is preferable to give visibility to a real experience – lived by an ordinary person – than to describe that experience in a commercial offer. Customers don’t want you to tell them about your product or service, they want you to show them what your product or service has done for other people. Now, being timely means paying attention to the environment to detect opportunities and anticipate threats. Paying attention to what happens around your business will help you quickly recognize the possibilities that could be exploited and the risks that need to be mitigated. Tackling a hot topic of the moment with creativity – a technique known as newsjacking – could catapult you into enormous visibility. But be careful, because some of these events could look like opportunities and end up being threats. That is why our recommendation is that you sharpen your senses to attend to the environment and launch cautiously into actions that seek to take advantage of circumstances to excel. Doing this well is a skill that develops with time and practice. We recommend you do your research on newsjacking,

3. Actions to be taken care of
In this third category, we find a group of actions that — by focusing on them — prevent us from making other mistakes due to negligence and improvisation. When we talk about actions we refer to fundamental aspects of the day to day in the social network. The first of those actions is to focus on results. We are all vain and quickly fall into the temptations of the ego. We all love to dive into popularity numbers and we love to work on useless things for business. This is why the precise delineation of objectives and the selection of the indicators that will be used to determine if you are going on the right path are very important. Get off the path to popularity —that everyone travels— and take that of business goals. That is the best way to stay away from mistakes. The next step in the task is to attend only to what is relevant. Many companies – tooth and nail – speak this, but inside they are still immersed in discussions about the number of followers. Addressing the important means moving away from unproductive discussions, to focus on creating, executing and optimizing a true strategy. And this must go hand in hand with the construction of short, medium and long term plans. Finally, the third action that requires your attention to avoid errors is the allocation and execution of budgetary resources for the social network. Currently, not much will be achieved on Facebook if money is not invested. Organic reach is dying – a long time ago – and the only way to counteract this reality is by allocating some budget for your actions on the platform. In light of this, and in order not to waste generally scarce marketing resources, planning and using those resources should be a priority task. Don’t fall into the trap of giving your money away to Facebook — you’ve got plenty of it already; Design austere plans, execute them cautiously, and measure.

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