Are you doing Facebook marketing wrong, or is there just some big Facebook myth that no one told you the truth about?
Many of our clients come to us feeling overwhelmed or disheartened from their social media marketing attempts. The most common thing we hear is: why is Facebook not working?
It’s easy to understand what they feel so frustrated, after all they’ve heard all the glamorous and exciting statics:
- Over 700 million active users
- More than 50 percent of the active users log into their account on any given day
- Users spend over 700 billion minutes per month
- Average user has approximately 135 friends
- Average user spends more than 55 minutes per day on Facebook
- Average user clicks the Like button on 9 pieces of content each month
- Average user writes 25 comments on Facebook content each month
The assumption is that by your business having a Facebook page, you now have access to these 700 million people who will see your posts and become your fan and customer. Or, maybe you’ll just get a quarter of that awesomeness.
Facebook marketing is often compared to having a free massive billboard in Times Square, and all those people and their estimated 135 friends will see your business and shabam you’re a rockin’ success!
Well, it’s no wonder so many businesses are frustrated, disheartened and confused. They hear about these viral campaigns and wonder why it didn’t happen for them. Sometimes they even hire someone who “specializes in creating viral campaigns” only to find themselves feeling lied to, angry, and even more frustrated.
The belief is that just setting up a Facebook fan page will bring your business massive customers and success.
There are a couple silent statistics that most people don’t know:
Approximately 1.3% of fans actively engage. ( Adage)
Between 3% to 7.5% of fans see your posts (Allfacebook)
Most users don’t go to your Facebook page, they only see your post if it appears in their news feed, and since most people use the setting “top stories” your post may not be seen at all.
So are you doing Facebook wrong simple because your business hasn’t experienced the viral miracle? No.
If you’ve got a small or mid-size business, it’s okay if your page doesn’t have one hundred thousand fans. It’s okay if only a percentage of your fans engage and share your content.
To determine whether or not you’re doing Facebook marketing wrong, answer these questions:
- Is there a decent amount of engagement and community happening on your Facebook page?
- Is the number of fans increasing, and you’re not seeing a decrease in the number of fans?
- When you have special contests, and coupons, do they get shared? Is there a good amount of participation?
- Do you have low to no negative feedback? When you look at your Insights, are few to none hiding your posts?
- Does your page look and feel alive?
- Are people checking in when they are at your location?
- Is there a community feeling with your page?
It’s important to set goals for your fan page, create and refine your strategy, and experiment with different types of content. It’s not meant to be a billboard. It’s not meant to be a static page. If there’s no interaction or very little, then it’s time to start thinking strategically. Experiment with ways to increase the engagement.
It’s not the Facebook shouldn’t be part of your marketing strategy, it absolutely it should! Matter of fact, creating a strategy and managing the page is one of our most popular services. We see the difference when a solid strategy and execution are implemented, but it’s important to set realistic goals, and then take the time to analyze and research in order to get the most out of this social media marketing tool. It’s not a magic trick; it’s just a wonderfully effective marketing tool when used correctly.
But don’t worry if it doesn’t mirror the same activity as your favorite celebrity.
If you’re not sure if you’re using Facebook effectively, contact us for an evaluation.