3 Facebook Marketing Mistakes to be Avoided at Any Cost

Wednesday 13th, April 2016

Everyone loves to post on social media, especially Facebook. It’s the most popular social network out there. By the end of 2015, Facebook had over 1.55 billion monthly active users.

Inspired enough?

As a business owner you want to increase the number of likes and shares for your posts. During the process, we tend to experiment a lot which can sometimes damage our reputation. As a content marketer, I’ve often come across business pages where posts are filled with one liners and images associated with the brand.

Though this might seem like a good strategy, in the long run it ceases to bear any fruit. It takes deep knowledge to figure out which content is good and which is bad. No matter how much effort you put in, there will always be instances where you publish average & non performing content. Though unavoidable, there are some criteria that need to be kept in mind while developing content for your social media.

The factors that differentiate the good from the bad are as follows:

  • Marketing appeal.
  • Relevance of information.
  • Engagement.
  • Eye candy.

You can find several examples where social media blunders by brands for which they received a heavy backlash. Social media can be really unforgiving if you make some marketing faux pas.

For instance, the Facebook campaign for Smuckers went horribly wrong and it earned a lot of negative publicity. Smucker’s, a reliable food brand in the U.S got a lot of criticism from Facebook users for its perspective on GMO (genetically modified organisms) labelling. Hundreds of comments poured in showing their distress. In an attempt to take control of the situation, they deleted a number of comments which further worsened the situation.

Below are some of the mistakes that you should avoid at any cost.

Too Much Promotion

Let’s face it. Everyone is present on social media to promote themselves. It is okay to share your achievements but you should never overdo it.

To begin with, people like your page hoping that they get some value in return. You might take pride in your brand’s achievements, but your audience on Facebook is looking for much more. If you do not provide the value to your visitors or not providing them what they want, you would miss out on a lot.

People come to Facebook to get entertained and interact with like-minded people. So if you want to promote your brand, you ought to be looking for innovative ways to give them a reason to connect with you.

On the flipside, if you become too promotional you will soon see your ‘likes’ turn into ‘dislikes’.

Out of Context Posts

It is common knowledge that everything your post from text to images and videos should reflect your brand’s values and ethics. You can offer variety and post something in general but make sure you don’t go out of context. For instance, you can cash in on major events happening around the world, but ensure it matches your core message.

After the incident of Luiz Suarez (star forward for Uruguay’s football team) biting the shoulder of his Italian opponent, various brands such as Snickers, McDonald’s Trident gum etc. took advantage of the situation and parodied his act.

Getting Too Technical

A major blunder on social media is posting highly technical jargon on your business page. Social media pages aren’t the place where you can go all technical. People aren’t looking for specifications – they want to be entertained.

Technical stuff is BORING.

Take a look at Apple. They never advertise their gadget specifications in the social media. They focus on the aesthetics, design and overall experience. That’s what makes the difference to the customers. You don’t want to overwhelm your prospective customers with too much detail. Rather, keep it simple. Keep it crisp.

These are 3 basic mistakes that can be avoided easily. Facebook can provide great exposure to your content but at the same time you need to strategize properly to reap the benefits.


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