Facebook Marketing, Are You Doing It Wrong?

by Evotive


facebook marketing image

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.


P.S. If you haven’t yet grabbed your copy of “The 13 Biggest Marketing Mistakes and How to Avoid Them” be sure to do so, it’s FREE and will help you kick-start your marketing plan! You’ll also get our monthly Newsletter filled with great marketing tips, current marketing trends and valuable information you can use for your business

{ 28 comments… read them below or add one }

Vidya Sury March 1, 2012 at 7:17 pm

With Facebook officially rolling out the timeline feature for business pages and brands, it is going to be exciting to see how businesses take advantage of this opportunity.


Evotive March 2, 2012 at 10:06 am

Hi Vidya, yes the new timeline for business pages is making quite the stir right now. There are things I like about the older version that aren’t part of the timeline, but there are some neat things about it too. We are planning to write about the positive changes and how businesses can take advantage of the new changes.


Cathy Taughinbaugh March 1, 2012 at 11:03 pm

Hi Aileen,

Thanks for this informative post. As Vidya mentioned, the new business timeline will change things up a bit. I would love your insights on how best to use the new timeline. I appreciate your wonderful marketing advice! Take care.
Cathy Taughinbaugh recently posted..5 Non 12 Step Recovery Options (Part 2)


Evotive March 2, 2012 at 10:07 am

Hi Cathy, we truly appreciate your feedback on what posts/articles you’d like to see. Thank you. We are planing to write about how to best use the new features, and will let you know when it’s up on the blog.


Fran Sorin March 2, 2012 at 4:44 am

Hi Aileen,

Great post. For someone who has haphazardly attended to my personal page on Facebook, because of my new blog, I have to pay attention and learn how to use Facebook effectively. A great post as always. Fran


Evotive March 2, 2012 at 10:10 am

Hi Fran, I know it can be time consuming and when Facebook changes happen it can be overwhelming to stop and figure out, make adjustments to your page etc… One thing we saw was when the personal timeline came out and so many people who thought their profile page was set to private learned much of their information became public. Obviously with a business page, we want the information to be pubic, but with the personal page it’s strongly advised to choose what the public can see vs. what friends can see.


Paige | simple mindfulness March 2, 2012 at 8:00 am

So many businesses see their social media presence as another form of pushing their advertising to the masses, as you’ve said. It’s no wonder they fail. Unless a company shows that they really care and want to engage with their audience – in a way that the audience values – failure is eminant. Social media is just that – social. Most companies need an education on how to speak to their customers one on one. Some of the most successful FB pages are the ones where certain people are designated to be the spokespeople on the page. Every time they post, they lead their comment with a line about who is speaking so their audience feels that they’re speaking with real people who care instead of a faceless company. Companies need human faces for their audience to connect with.

Great information Aileen!
Paige | simple mindfulness recently posted..Where Is Your Happy Place?


Evotive March 2, 2012 at 10:13 am

“Social media is just that – social.” Amen to that! We see the struggle businesses face trying to figure out how to be social as a brand/business, it just takes some work and although it can be frustrating, it’s important to find that social voice of the business.


Betsy at Zen Mama March 2, 2012 at 11:12 am

Great post Aileen!
I am still learning about social media that this is a great post for me. I changed the way I was using Facebook back in November and I’ve gone up about 2,500 fans. But there is still so much to learn. I’d love to have a part 2 to this post!!
Betsy at Zen Mama recently posted..A Dark And Stormy Night Miracle!


Evotive March 20, 2012 at 12:23 am

Congratulations Betsy! Grown 2,500 subscribers in a few months – that’s fantastic!!!


Melody | Deliberate Receiving March 2, 2012 at 3:54 pm

Hey Aileen!

I’m glad to say that even though my little FB army is small, I seem to be doing ok according to your questions. So Yay! And I don’t have a clue as to what I’m doing with FB, but thanks to your article I realize I’m not as clueless as I thought. I say howdy to everyone who joins, post content daily – much of it original, engage with anyone who so much as peeps at me and just send love, love, love to everyone who is kind enough to like my little page. and it’s growing every day.

Thanks for the boost of confidence and many more great tips!

Huge hugs,
Melody | Deliberate Receiving recently posted..Dear LOA: If We Create Our Own Reality, How Did Jesus Get Crucified?


Evotive March 20, 2012 at 12:25 am

Hi Melody. Many bloggers aren’t as clueless as they may think they are when it comes to Facebook marketing and social media marketing. I think it has something to do with their natural online communication style, they way they naturally love to build their community and genuinely love building blog to connect with the audience whose looking for what they have to share. Businesses and marketers can learn a lot from bloggers!!!

You’re doing a great job with your Facebook page. Your fans love you & your work.


Sibyl March 3, 2012 at 3:55 pm

So, I have to admit that I wasn’t a FB fan until recently. But, as you said …
“It’s not the Facebook shouldn’t be part of your marketing strategy, it absolutely it should!”

Better late than never right? I think this is a really great post and you are so right that we have to really analyze our page, what’s working, what’s not and then make any necessary changes. Thanks for sharing that info from Adage and Allfacebook. I never really knew that and it is definitely relevant from a strategy standpoint.


Evotive March 20, 2012 at 12:27 am

Hi Sibyl. It really helps put things in perspective when we look at the facts. It’s so easy to get lured into the Razzle Dazzle of viral marketing all the while missing out on effective marketing.


Kara March 5, 2012 at 3:50 pm


As both an on-line business owner (intuitive counselling) and a real-world restaurant owner, I’m happy to have any FB or social networking marketing tips. I really think it is important to be using FB as a tool to do specific things, and not just because “everybody else is doing it”. I’d love to read another post about a specific FB goal like: running a coupon special or promo and how to do it effectively.


Kara recently posted..Undermine Perfectionism, Just Start – Babysteps, Part 1


Evotive March 20, 2012 at 12:29 am

Hi Kara. Thanks for stopping by today. Thank you for your suggestion on writing a post about coupons & promotions. They can work great for fan building, community building and deepening customer loyalty.


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