5 Facebook Myth

5 Facebook Myths Debunked Avoiding mistakes on Facebook starts with debunking some major myths. Let’s start with the big one: Myth #1: More posts equals more likes Although consistent posting is important (all social algorithms reward volume), what matters more is the success of your effort to provide actual value –not just volume –to your followers and fans. Two principles apply here: “pay it forward” and “less is more.” “Pay it forward” in a Facebook context means stepping forward and offering some kind of resource, service, or business that the world needs. The “less is more” principle applies too because posting too often, or posting uninteresting, irrelevant content, is the top reason that people will unlike your page and shut you out of their conversations. Be thoughtful. Be careful.

 As a brand or branded individual, success means sending out interesting, authentic, relevant content on a regular basis. Then and only then will you accumulate public approval in the form of “Likes” and other positive behaviors.. Myth #2: Everyone sees my posts Once upon a time, this statement might have been true. But as we discussed earlier,  Facebook has massively reduced the “organic reach” of brands to encourage more use of its advertising platform. 

People are sometimes shocked to hear that only 1 percent of their fans will see any of their posts unless they’re “boosted” (paid for). But that’s today’s reality, and you’re going to have work in within it if you want to build a sustainable presence on Facebook. Myth #3: Set it and forget it Social media networks thrive on actual human activity. Don’t make the mistake of believing that you can “set and forget” your Facebook presence. Yes, you can automate your posts (we’ll show you how to do this in a subsequent chapter), but you can’t walk away for days or weeks at a time and expect anything other than moss to grow on your page. 

Today, Facebook rewards brands that respond, and respond quickly, to consumers and prospects with a chance to display a “Very responsive to messages” badge on their profiles. This telegraphs to users the fact that the business is active, responsive, and ready to conduct business. You should strive to be one of those “very responsive” brands to earn maximum trust and traffic: consider it an official Facebook “seal of approval” for your efforts. Myth #4: Build it and they will come Facebook is a marketing channel and you’ll need to work to integrate it with any other marketing channels you’re using. Once your page is launched, its URL needs to be listed in all of your marketing materials, linked to from your website, and installed in your email template. The most successful businesses are the ones that best integrate their social channels with their pre-existing marketing channels, creating a seamless experience among them -- the result is a much faster-growing fan base. Myth #5: Engage! It’s social media Ok that’s not a myth. In fact, it’s a MUST DO. Social media thrives on community and two-way conversations.

 To create any kind of high-quality, authentic dialogue, you must ENGAGE with your audience. Think about it: would you call someone on the phone, dump a bunch of info on them, and then hang up? Of course not. Reply in a timely manner to people who are engaged with you on social media; doing this proves that there’s a human being in the loop who cares and is there to help.  Stay on top of your calendar and post frequently (but not too much). Regularly engage with your followers -- as a human being -- if you want to get any real human results. Need more incentive to regularly engage? It comes directly from Facebook, because when you engage with one of your posts, the post is redisplayed in the news feed -- both for your own followers and the feed of the person with whom you’re engaging. When it goes back into the feed like this, it means more eyeballs will be on your post, with potential for greater reach and “virality.” 

This means FREE marketing. Key Takeaways: - create interesting, authentic content -  start to think about boosting posts -  make a calendar and keep up with your content - market your page on your other marketing channels – engage
7 Deadly Sins for Your Brand’s Facebook Marketing Before we get into the nuts and bolts of building your Facebook business presence, let’s imagine that you've gotten your brand up and running on the biggest, most recognized, most powerful social media site in the world. You've read the articles, the tips, the advice. You've got savvy young interns and experienced content management teams working hard to make sure your brand reaches your audience. 

 Or you’re doing it yourself as a bootstrapping solopreneur. But hold on a second. Before you hit that “Post” button, did you know that what might sound like a small slip-up to you –a typo, a misplaced photo, a poor hashtag choice –has cost some of the biggest brands in the world millions in lost revenue? On average, companies can expect to lose about $4.3 million in global sales because of social media mistakes. Those who don’t pay attention to the details can confuse and frustrate their followers on a massive scale. A small mistake can easily snowball into an error with huge consequences. Here are 7 of the biggest Facebook blunders made by some of the most highly-regarded brands in the world. We want to serve them up to you early, so you don’t make the same mistakes! Talking like a robot Apparently, Domino’s Pizza isn’t used to getting compliments. When a customer posted a compliment on the fast food giant’s Facebook page, the brand replied with an automated apology, “So sorry about that! Please share some additional information with us and please mention reference# 1409193 so we can have this addressed.” 

The brand’s failure to use a human voice turned an opportunity for a positive customer interaction into an embarrassing moment that was then massively amplified via social media. Don’t use robo-posts. Social media is a conversation and replies must be human and authentic. While marketing automation has a role to play in terms of gaining efficiencies and capturing metrics, it should never be viewed as a replacement for true human interaction. #Going #HashtagCrazy It’s an ongoing question –to use hashtags on Facebook or not? 
By analyzing 200,000 Facebook posts, Social Bakers found the optimal number of hashtags to be between 1-2. Using more hashtags than this can cause a significant drop in interactions. And let’s face it, “hashtag-stuffing” makes your company look desperate for attention and Likes. Starbucks is on the wrong side of this research and its hashtag-happy approach puts it in danger of lowering engagement with its fans. Stick to 1 or 2 relevant hashtags - in Starbuck’s case, “strawsome” is unique, clever and all they need. Take the above advice or the only hashtag your brand will be found under will be #youredoingitwrong! Deleting posts If you want your fans to abandon you as quickly as possible, go ahead and delete their messages from your Facebook areas. 

When people took to Smuckers’ Facebook to criticize its stance on GMO labeling or ask questions about GMOs in their products, Smuckers casually deleted the posts and pretended they never existed. When the website GMOInside.org learned of Smucker’s “strategy,” they wrote their own posts to Smuckers, which were promptly deleted as well.
The questions were an opportunity for Smuckers to elaborate on its stance and respond to customer feedback. By simply speaking up instead of bulk deleting questions, a lot of the negative backlash could have been managed before things get out of hand. Being boring or overly “salesy” Today's consumers are tired of the same old companies doing the same old kind of advertising; more than half of Facebook users have unfollowed a brand for being too salesy, self-praising, or boring. GM is a prime example of a huge brand that is unfortunately using Facebook to blandly broadcast to its followers, rather than engaging with them. Don’t take my word for it; here’s an example:

Don’t be like GM and treat your fans as if they’re unwilling participants in a quarterly sales meeting. Customers want to relate to the companies they do business with and they’re open to seeing what makes that company unique and different. Forgetting that content is global The day before the Swedes took on Portugal in a crucial World Cup qualifier, Pepsi Max ran a series of ads on their Official Facebook page in Sweden. The ads featured Portugal’s soccer superstar, Cristiano Ronaldo, as a voodoo doll caught in a variety of unfavorable positions (such as lying prone on a railroad track).

Normally, the rest of the world wouldn’t have sees an ad created in Sweden, but the Portuguese were offended and let the whole world know it. A Portuguese anti-Pepsi Facebook group managed to build 100,000+ fans in a single day, and Pepsi was forced to pull the ads and issue an apology (it’s not known what happened to their ad agency but I imagine it wasn’t good). Learn from this costly mistake -- even if you don't think of your company as a global entity, you must remember that everything on the Internet is seen everywhere. Making bad jokes 7-Eleven thought they had a pretty good sense of humor when they decided to share a Facebook comment referencing Mental Health Month. While some fans likely found this post funny, most found it offensive and 7-Eleven was forced to learn a social media strategy lesson the hard way. The blowback from their poor decision was harsh and quick and put the company in a very unfavorable light for quite a while. If your company wants to tie into a holiday or event, you’d better make sure you “dot your i's and cross your t's” and not mistake insult for humor. You don't want to be that guy.

Looking for shortcuts Begging is never pretty, not under any circumstances. Asking for Likes on Facebook is digital begging at its worst and says, “we don't have a strategy and we're not even sure who we are” better than any press release could. Oxiclean is the poster child for this social media taboo. Not only did they blatantly ask for Likes, but they weirdly combined the request with tax filing season. No, I don't get it either. I just know you probably shouldn't have either of these components in your marketing strategy. Don't beg or buy fans… earn them with solid strategies and engagement. Getting Started So there you have it.  Sure, there are many more than 7 mistakes to avoid when it comes to branding and Facebook, but if you can steer clear of these deadly ones, you'll be on your way to more fans and more customers.

Emojis are the New Reactions An Emoji -- as defined in the Webster’s Dictionary -- is any one of a variety of small images, symbols, or icons used in text fields in electronic communication (as in text messages, email, and social media) to express the emotional attitude of the writer, convey information succinctly, communicate a message playfully without using words.  In North America, emojis (formerly known as “emoticons”) date back to roughly 2011, when Apple incorporated a readily accessible emoji keyboard in iOS 5 for the iPhone. Since then, they’ve taken off in modern communication culture. Like them or leave them? A 2010 Pew report showed that teenagers text each other more frequently than they do using any other form of communication. (Face-to-face communication came in at number 3.) Emoji’s are -- for better or worse -- part of the younger generation’s vernacular.

  Emoji’s are a compelling visual form of communication. Even if you don’t embrace them, it’s important to understand how they are not only a part of pop culture, but now ubiquitous in first world technology. So how does all of this apply to Facebook? Facebook is famous for the “like” button, but the like button was a clumsy and simplistic way to react to many posts whose content wasn’t straight-up “happy.” For example consider posts whose content refers to: - a sick pet - a death in the family - an observation about an aspect of life that is neither “happy” nor “sad.” - a post about a troubling event in the world Nobody but a sadist or an enemy is going to “Like” posts with this kind of content, so posts like these -- or any content that wasn’t purely celebratory -- got low engagement metrics (which Facebook doesn’t like, because it uses engagement actions like this to build detailed psychographic profiles about its users used to target ads against). 

To allow Facebook users to convey a broader spectrum of emotions than was possible with the Like button, it launched “reactions.” Here’s what they look like: How do you users use the new ‘reactions’? They need to hover over the “like” button and it opens up a “bar” where they can react. What does this mean for your business page? When your followers react to posts, you can see how many people Like, Love, Haha, Wow, Sad or Angry a post.

This will help you gain insight into exactly how your content is resonating with your audience. Knowing this can help you get a more precise idea about the mindset of your audience, which will help you with your content and content strategy.  In order to post a reaction on the user side it takes a little extra work to have the buttons pop up and move over, which is probably why “Likes” -- despite being old-school -- rack up higher counts than “Love” or the other reaction buttons. What about using emojis in business posts? This depends on the kind of “brand voice” you want to project.

If you’re addressing a young audience, definitely use them. If you wish your voice to convey a more serious tone then, leave them out. (Note: not all of the latest emojis will translate over to Facebook from either your phone or any emoji plug in.) Key Takeaways - Reactions are a visual, short-form way of communicating - You can use Reactions to the content you post to better understand your audience - You can use emojis in your communications (but should so so only when your audience will find them appropriate) How to Get Your First 

1K Fans Congratulations! Any toxic myths about marketing on Facebook should now be debunked, and you should now be able to avoid the worst mistakes that marketers make on Facebook. This puts you in the 95th percentile of social marketers. Now let’s get to the serious business of building your presence on Facebook, growing your network, and starting to drive meaningful business results.

Facebook Page Dilemmas When launching a business Facebook page for the first time, you will likely have many questions. Don’t worry: you’re not alone; many of our clients come to us with big questions about this issue. Frequently asked questions include: “Should I start a fresh fan page?” “Do I keep both a fan page and a personal page? “What if I am a Public Personality and have 5,000 friends?

Should I post the same content to both pages?” We’ve even been asked “should an author launch a page for each book she writes?”  Are you any of these people?  We’ve got an answer for you. The bottom line is this: whether you’re a Public Figure or are a representative of a business, you want a Facebook business page for your enterprise. Why? Because a business page lets you access juicy tools like analytics, post boosts, ads, and more. Apply the K.I.S.S. principle It’s best to observe the K.I.S.S. (“keep it simple, stupid”) principle on Facebook. It’s not a great idea to launch too many business pages. 

Think about it: it’s more confusing, more time-consuming, there’s more for you to keep up with, and your fans will become fragmented and dispersed across too many pages. If you’ve made too many pages and want to get things under control, stick with us, because we’re going to show you how to merge them. Say what? If you have several pages, then you’ve got to come up with content for each or you will be posting the same thing in several places. Conversely, your fans won’t always have access to all of your communications in one place. Does this describe your situation? It’s a mess, right? Here’s a far better approach, using the example of our friend Gabby Bernstein, a New York Times author.

As of today, Gabby has four books, she lectures all over the world, she has a video series, and we know she is currently writing book number five. Imagine if she had a Facebook page for every book, product, project launch, etc. All of this would be way too much to keep up with! Instead, she has one -- and only one -- page where her fans can conveniently find out all about her latest projects and events. Take a close look at the screenshot below. You’ll notice that Gabby has included all of her projects in one spot. The genius of including it all is that fans who visit the page for one thing can then be surprised and delighted by all her other offerings. Consolidate! Lots of people make the mistake of launching separate pages for different aspects of their professional lives 
(I know I did). But the idea today is to have all of your fans in the same place. This way, you -- and your audience -- can spend more time on one page instead of spreading themselves thin across multiple pages. How can you do this? 
Merge your pages. Facebook now has a handy tool that lets you do this. 

The process of asking for merging is simple (then the Facebook gods decide if the pages are enough of a match to merge). There are rules around merging, for example the rule holding that the content and the title of the page need to be very similar -- we’ll talk about these rules shortly. 

Step-by-step guide
Let’s look at an example from Peg’s brand. Here’s how she merged two pages -- the first one being an old page that had accumulated 368 Likes -- with the new one that she wants to serve as her new conversational hub on Facebook. (The page was created to support her first book, How to be a Social Diva, back in 2009. It was completely separate from her business page). Merging pages combines all of your fan Likes and check-ins into one page. You will need to be the admin of both pages to do so. To merge your pages: - Go to Facebook.com/pages/merge. - Select the page you want to keep from the first drop-down menu, then select the page you want to merge from the second drop-down menu. - If your pages can be merged, click Merge Pages.
You might get a screen saying “Facebook cannot merge, the names are not similar.” If you think they are similar enough, go ahead and keep clicking; it will ask you again.

 It takes seven days to merge pages; Facebook will send you a series of updates letting you know the status. In this seven-day period, Faceook will let all fans of the first page know that it’s going to be merged into the new one. You can check on the status of the merge at any time in your “page support area.” But I’m already a Star! What’s the best way to leverage one’s personal network for the good of one’s business? There are several approaches: you can utilize your friends to market your business (we’ll talk about this in the How to Develop a Winning Facebook Strategy chapter). Or –if you’ve got over 5,000 friends and want to turn these people into fans of your business -- you can request that Facebook change your personal profile to a Public Personality page. Your friends will then become your fans, but be careful: this process will cause all of your posts to be deleted. 

Make sure you backup this information first if it’s important to keep a record of these posts  Backup, baby! Download your post information from your Facebook settings page. To download this information:
Click at the top right of any Facebook page and select “Settings” - Click “Download a Copy of Your Facebook Data” below your “General Account Settings” - Click “Start My Archive” Because this download contains your profile information, you should keep it secure and be careful when storing, sending, or uploading it to any other services. Facebook only gives you 24 hours to save any backups. 

File them away and keep them in a safe place. Shhhhhh! What do you do if you’re a Public Figure and people keep trying to “friend” you instead of liking your page? If you’re trying to keep your personal profile well… personal, then you can change your name so it’s not searchable. For example, you could use your first and middle name, an inconspicuous alias, or you could even make up a nickname for yourself. This way, fans won’t find you but you can still find your friends. (They’ll know, trust us.) Matt has used this approach with his personal page.  If you look for Matthew Capala you’ll only find his “Business Person” page, but go ahead and try to find his personal page. He’s clever right? Key Takeaways - Launch a Facebook Business Page - Utilize only one page for all of your business projects, products, and events - Keep your personal and business pages separate - Merge to remove redundant pages 
(but back up post data first).

Beginner’s Toolbox: Facebook Essentials If you’re a newbie to Facebook and Facebook business pages, there’s a fair amount of “lingo” you’ll need to learn. This short list of basic terms will help you “speak Facebook” and be better able to navigate your way through Facebook’s marketing system: Facebook Dictionary Timeline - The timeline (formally known known as the “wall”)  is the column on Facebook that shows all of your posts, arranged in reverse chronological (newest first) order. 

Posts - Are the copy, comments, pictures, and/or videos you post or schedule to be posted to your Timeline. Business Page - This is the traditional “Like” page. When we refer to Personal Brands or Public Figure profiles, it’s their Business Pages we’ll be referencing throughout this book. Personal Page - A personal page is what you set up in Facebook to “friend” your friends, relatives, kids, parents, and colleagues. We will not be focusing on your personal page in this eBook; we’ll be focusing on Facebook “business pages.” Profile/Icon Picture - This is the small 180 x 180 pixel picture that shows up on both your Facebook page and as a smaller “thumbnail” icon in the news feed. Cover Photo – When looking at your page, this is the larger picture that sits above and behind your profile picture Boosting - Whenever you post something, you have the option to “boost it,” which means paying Facebook money in order for more people to see it. “Boosting” is synonymous with advertising on Facebook. 

Ads - The advertising platform for Facebook. Tabs - Next to your profile picture, there are text entries displaying “Timeline”, “About,” “Photos,” etc. These are known as Tabs and you’ll want to set them up correctly. We’ll tell you how to do this in the Get Your Pretty On: Profile Optimization chapter. The “Feed”  - When you post a status update or any type of content to Facebook, the information will also be displayed to some of the people who are following you in their “news feeds.” Now that we’ve got your Facebook vocabulary set, let’s dive deeper.

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