- RELEVANCE: Keeping your page constantly updated is priority #1, but updating it with just anything simply for the sake of doing so puts you on the thin line of losing your customers. Make sure your posts are either of relevance to your business or your customer. Apart from promotional material, one interactive post inquiring on you fan’s day would be far more appropriate in contrast to posting a random joke every 30 minutes. Social Networking or not, it’s still your brand image at stake, so keep-it-relevant.
- POSITIVE IMPACT: One of the key features Facebook offers is its unique news feed ticker feature. It checks for updates relating to friendships, posts, apps, etc and displays them in real time. If a fan’s ticker feed has several constant updates from your page, it may pass of as an annoyance and hence give off a negative vibe. Knowing WHAT to post and WHEN to post it is a crucial aspect to utilize.
- BUILD YOUR ONLINE/OFFLINE BRIDGE: Simply hosting a Facebook page DOES NOT put your business online, nor would it make the public understand the connection between your physical presence and the virtual one. Running a Facebook page on it’s own accord; like most companies do these days ; makes no difference to the progress of your business. You need to put your efforts in building the bridge between your online and offline platforms. This way the customer/fan knows that there is a distinct connection between the two and therefore can relate to the promotional material being posted online.
- NEGATIVES MAY ALSO SOMETIMES BE POSITIVE: Having a social networking page does not necessarily mean that your fans would flood your posts and promotions with praises and positive comments. This is where we need to pay heed to one of the biggest risks of social media marketing, negative feedback. Customers are open and quite likely to post their unaltered thoughts and opinions on what you may say or promote. This may be a bad experience they encountered in your product/service, or even the product not being up to standards, either way putting your brand image on the line, as a majority of the public trust peer recommendations more than the promotions itself. It is essential to be cautious in managing comments as the wrong statement made by you or even deleting the negative fan comment from the post may reflect very poorly upon your brand name. You need to remember that the customer holds the upper hand, so instead of retaliating it would be a wise option to try and compensate with the customer which might lead them to remain loyal to your brand.