This is a guest post by Neil Sequeira, Founder of BuzzFactory.net.
Just yesterday I blocked updates from a Facebook page I liked a month or two ago because it flooded my feed with updates one after the other. It’s not the first time I’ve “un-liked” a page or blocked it even though personally I love the brand or business and liked the page because I wanted to receive updates from them. Nor will it be the last.
I’ve been on Facebook since early 2007 because it was a great way to keep in touch with my old school friends, family that are scattered in different places and eventually other friends too. It kept me connected to them. I could see what they were up to, send a quick message to them and communicate with them more frequently than I would with email or any other medium. Then came brand pages and business pages and that’s perfectly fine because when I like a page, I do want to get updates and stay connected with them. However, when a brand or Facebook page drowns feeds from my friends by overdoing their marketing messages, it’s time for them to go!
Just as a brand or Facebook page can earn fan likes for doing something right, they can also lose them for doing something wrong. Here are some of the top reasons Facebook fans are lost and how not to make these errors:
1. Posting updates too frequently – Marketing logic tells you the more updates you send from your Facebook page, the more your message is being conveyed and the better the response. “Social” reality is – no one likes to subscribe to anyone that hogs up their news feed and wants to be the center of attention. A study conducted by analytics company Edge Rank Checker featured on TechCrunch in January revealed: A Facebook page owner should wait at least 3 hours between posts to maximize engagement. We would agree this is good advice!
2. No updates or infrequent posting – There’s not much point staying around someone who isn’t saying anything when you want to have a conversation. Likewise, there is not much incentive for a fan to keep subscribing to your updates when they aren’t seeing any. Although physically we can go on liking pages on Facebook, there’s a limit to how many pages you can “truly” follow and engage with and each user is only going to keep the best ones. Lack of activity is one of the main reasons fans leave pages aside from receiving posts too frequently.
3. Automated chron and bot posts – A lot of Facebook users like myself have very less tolerance to automated robotic messages that keep posting the same updates, keep posting some random quotes or replies. If your posts and replies are not going to be human interactions, you stand the risk of losing fans.
4. Boring posts or content – Pages with less interesting engagements and content will eventually lose out on fans and their interaction to pages with better engagement and content. Keeping things interesting on your Facebook page is hard work but it needs to be done.
5. Content too promotional or completely irrelevant – Surveys show that a considerable number of Facebook users don’t like salesy or self promoting updates and content in their feed. If everything posted is aimed at selling, the likelihood of fans leaving is higher. On the contrary, almost the same number dislike it when brands talk about completely irrelevant things, try and make small talk or don’t offer them something valuable being a fan.
6. Temporary crush, not lasting love – This is a common reason for fans to leave which is based on the incentive for liking the page in the first place. Sometimes a fan could like a page simply because of the advertisement or seeing a really tempting incentive. For example, if I saw a computer dealers Facebook page running a contest which offers the winner a free Apple MacBook Pro, I would like it instantly. However, after it’s over and I haven’t won it, I may not have any further incentive to follow that page and put up with its promotional updates. The reason: I didn’t like the page because I liked the brand and wanted to engage with it. I liked the page because I wanted a MacBook Pro. No laptop, no liking for the brand. Promotions are good but they need to be used wisely and engagements need to be lasting.
7. Saying or doing something that outrages fans – Another reason fans leave a page is when they dislike what the brand is saying or the way things are managed on a page. For example, if I voice an opinion on a page as feedback or sharing my experience and a page administrator deletes my post because it was not helping their brand, I would be outraged and leave the page. Posting something offensive, insulting other fans on the page, raising controversy or just not respecting fan sentiments may result in them leaving.
Building a quality fan following for your page and earning a single like is a tough process. Keeping a few of these in mind will ensure the good things done to earn fans are not overshadowed by the errors.
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