Some brands have mastered the art of Facebook marketing; others, not so much. As with any social media platform, there are rules by which we should abide.
Over the last few weeks, we’ve offered etiquette advice for LinkedIn, Twitter, and Pinterest. It’s Facebook’s turn.
On this platform, there’s one protocol for brands and another for individuals. The tips below land somewhere in between and apply to both groups:
Stop asking people to”like” your updates. A few years ago, it was common to see posts that started with “Like this post if…” Sadly, it’s still common. Create remarkable content. and people will like it–and”like” it.
If you think about it, a”like” is an empty action–the simplest form of engagement. Asking for people to like your status is cheap and adds no value to your fans’ news feeds.
Keep those hashtags to a minimum. We’re not exactly sure how hashtags are affecting brand engagement on Facebook, given that they were introduced just this summer. But the same advice we gave for Twitter holds true for Facebook: Make sure your hashtags are relevant and not excessive.
When tragedy strikes, just shut up. We’ve dedicated entire posts to this, but there’s no reason brands should post when national/global tragedy strikes. Sending”thoughts and prayers” to the people in the affected area also feels a little thin–garnering engagement that way smacks of desperation. A better technique would be to offer your audience a way to help in the form of donations, etc.
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