Don’t fall victim to classic Facebook pitfalls when putting the social media platform to use for your business.
Common missteps include posting material that does not link back to the agency website and not using Facebook to drive people to get to know the business better, says Amy Selle, co-managing director of Corecubed, Aging Care Marketing of Asheville, North Carolina.
Posting lots and lots of information and not checking back to see how it’s performing is also a mistake, says Marissa Snook, co-managing director of Corecubed.
Snook notes that some agencies have a dedicated staff member to post and monitor Facebook, while others outsource that role to consulting firms. Some agencies do a combination of both with consulting firms managing regular content, while someone from the agency monitors and responds to comments.
“That’s a nice partnership,” Snook says. “Content planning can be very time consuming.”
But the end results are certain to help marketing efforts.
“It’s about visibility in your market, being helpful, leading people to your hub so they get to know you better and they get to know your brand,” Selle says.
Says Melynda Lee, director of growth solutions for Hamden, Conn.-based Simione Healthcare Consultants: “Most agencies never feel like they have enough marketers out on the street. It’s a good way to complement what they have out in the field.”
Take Facebook to the next level
- Post regularly. “Consistent posting two to three times a week puts you on the map,” Lewallen says. “I’ve found Facebook ads to be very effective.”
- Monitor your page. “You have to have someone who can react to Facebook postings,” says Jason Lewallen, vice president of marketing for Home Care Sales in Nashville, Tenn. “You can’t message back two days later, because by then they [potential customer] have already chosen someone else.”
- Be prepared to respond to bad reviews. Establish a protocol on how you will respond to good and bad reviews and comments, Lee suggests. Sometimes that involves deleting a post and/or blocking a person. “Go and get out in front of the problem,” Lewallen advises. “Say I’m sorry you feel that way, but [this agency] has helped thousands of patients. Please reach out so we can further discuss your grievance.”
- Look professional. “Home care is such a personal service, [your Facebook page] has to look professional or they’ll be turned off,” Snook says Agencies should make sure to use cover images made by a graphic designer from their website on their Facebook page.
- Be relevant. Make sure your Facebook posts include useful articles that line up directly with your company and its services.