Seven Things Businesses Are Failing To Do On Facebook, And One Thing They Can’t Afford To Skip

What to keep in mind to have a successful strategy on any social media platform

By Jon Beam

Every business needs a thought-out marketing strategy to support their business development goals and build strong community relations. Social media is an outlet that requires little to no money or time to make a significant impact.

But many businesses aren’t making the most of the opportunity. Wouldn’t you do everything you could to maximize a big return on investment from a free service?

We would, too (and we live up to our “social” reputation). Here are seven things businesses aren’t doing (and one thing they MUST do):

1. Businesses aren’t engaging with their audiences.
   

   Any content shared on social media should connect with your audience in a meaningful way. If it’s not, or if you’re not getting any interaction with your followers, rethink what you’re posting.

2. Businesses aren’t responding to messages.
   

   This can be a big problem. Thankfully, your response rate isn’t broadcast on Facebook (only admins can see it), but if it doesn’t show that you’re responding fast to messages, it might mean you need to check your account more often.

3. Businesses aren’t posting consistently.
   

   Different sources will give different answers as to how often you should post or at specific times. No matter if you post every day or several times a week, make sure it’s consistent.

4. Businesses aren’t using hashtags.
   

   Think of hashtags like keywords in a search engine. Not using hashtags on Facebook (or any major social networking platform) is like not taking advantage of SEO so your business can show up in searches. It hurts your visibility, which will directly influence awareness with your target audience. 

5. Businesses aren’t highlighting their office cultures.
   

   World Nacho Day just passed. Did you and your office have a party because all of you love nachos? Why not post a picture of your office having fun. Or, better yet, ask your followers for their favorite nacho recipe? Businesses that are transparent about their company culture are usually more successful, and it gives a personal view of a business they follow. Keep a social media calendar of inter/national observances and keep your audience included.

6. Businesses aren’t reposting articles from outside organizations without their own personal touch.
   

   There are lots of great articles out there in the news sphere that might be relevant to your industry, but don’t just repost. Include a personal note. What is your business’ edge to the topic? What do you do differently that makes your service better or your community more equipped?

7. Businesses aren’t going black when tragedy strikes.
   

   With mass shootings in the United States, terror attacks in Europe, and unrest in the Middle East, most of us know we can’t escape tragedy. When something happens that affects your industry or community, use a little empathy and cancel your post for the day and reiterate your support for those affected. It still supports your business efforts without coming across as being insensitive.
   

All of these work hand in hand to provide a solid effort to connect with your audience, help it expand, and puts your business in the right environment to grow.

Finally, whatever your business development goals are or which social media platforms you use, this is the one thing your business must do: craft a social media plan with concrete goals and the accompanying steps that will help your business reach them. If you have it in writing, a Word document, or even a PowerPoint presentation, it will make your efforts that much easier to make a reality.

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