Facebook Mistakes Small Businesses Make (and How to Fix Them)

By Rebekah Radice

​Facebook mistakes. Your small business has made them. Whether it’s an unintentional post or an inappropriate comment, mistakes will happen.

Especially in an environment where content is being shared at lightning speed.

However, some of the worst Facebook mistakes are the ones that often go unnoticed. They’re the missed opportunities. The chance for increased engagement, interaction and shares.

While Facebook continues to change the rules, you must make the most of every opportunity. No matter if it’s missing content, a lack of strategy or an obsolete bio, mistakes are made and prospects lost.

So, what mistakes are you making and how can you fix them?

Here are some of the top Facebook mistakes small businesses make and what you should do instead.

---

 1.  Not Completing “About” Info

​Don’t underestimate the power of the “About” section within your Facebook page.
​
Just like the “About” page on your blog, this area within your Facebook page is one of the top places fans will visit.

As they land on your page – eager to discover what you’re all about and what they can expect – ensure those details are front and center.

Tips to Help You Craft Your “About”

• Add your mission, vision and values along with any founding details that would matter to potential clients.
• You have a short amount of time to gain the attention of potential fans. Put the most relevant details at the top of your “About.”
• Answer questions any customer or fan would have. (e.g. how long have you been serving the community)
• Provide success stories and examples of how you’ve helped others. Was there a difficult situation you were able to work through? Highlight that story!
• Strike industry jargon from your your messaging and talk to consumers in a conversational way.
• Add keywords and phrases that are relevant to your business and would be used by any consumer looking for your small business.

​  2. Posting Only One Type of Content

​Would you be able to tell your story through a simple status update? Probably not.

Graphics, video and links all play a huge role in describing what you do and how you help, so don’t forget to change things up.

And keep in mind, not everyone consumes content the same way. Using multiple media types allows you to reach a new audience and keep your fans excited to come back for more.

Marie Forleo actively uses video to engage her audience. Marie’s short videos are personable, funny, and always loaded with tips to improve your business.

Ever struggle with staying present while still planning for the future? Hit play now for my advice on how to find the balance. http://bit.ly/HoK5qk
Posted by Marie Forleo on Wednesday, April 22, 2015

 3. Not Using Facebook Insights

​If you have a Facebook Page and don’t check your stats, then you’re missing out on a lot of useful information.

Initially, what you’re looking for are audience statistics, such as age, gender and country of residence.

Now, take it a step further and look at total interactions and interactions per post.

Check what time is best to post and what type of content receives the most engagement.

4. Cover Photo

The Facebook cover photo works as an online billboard. You have the chance to immediately convey the details about your company to anyone landing on your page.

Let your Facebook cover photo make a strong visual impact.  Use this space to tell your story, sharing details that allow potential clients to understand the what and why behind your business, not just the how.

Too often, the cover photo is mistaken as a spammy marketing tool. While Facebook has significantly relaxed their cover guidelines, you still want to steer clear of anything that reeks of over-promotional.

Look to Peg Fitzpatrick’s Facebook cover as an excellent example. She changes it out frequently, keeping it fresh, interesting and always on brand.