Socially Conscious: Five marketing misses on FacebookSocially Conscious: Five marketing misses on Facebook

When it comes to social media marketing, knowing what not to do can be just as helpful as knowing what to do. So read on for antidotes to common errors.

1. Neglecting to build your email list.

You know how difficult it is to be seen in your fans’ newsfeeds. Fortunately, you have a better chance with their inbox. Dedicate at least a couple of page posts a month to drive fans to your store’s e-newsletter. Try special offers and bonuses for signing up or create a Facebook contest that requires users to enter their email.

2. Ignoring comments and messages.

The fastest way to tank your company’s reputation on social media is to not respond to your Facebook Page’s fans. Aim to answer customer comments within 24 hours, whether it’s a comment on your page or sent as a private message. Never miss a message by setting up notifications for your Facebook Page.

3. Not using your cover photo to drive traffic to your website.

When someone visits your Facebook Page for the first time, their first impression can be greatly influenced by your cover photo. You could post a pretty picture of the products you sell, or the outside of your store. Or, you could use this precious visual real estate to educate or entice your customer.

For the second option, add call-to-action text to your cover photo that encourages the customer to click the image. When clicked, the image will pop up alongside a description. In the description, add a link.

4. Failing to use a branded profile photo.

Sure, that picture of a cow is cute, but does it correspond with your store? This might seem like a no-brainer, but using a logo or another accurate representation of your company is crucial for Facebook Pages. After all, this icon accompanies every post that shows up in your fans’ newsfeeds.

5. Liking your own posts.

After you post to your Facebook Page, there’s no need to hit “like.” Your customers know that you like what you post—after all, it’s your own page! Unfortunately, savvy social media customers might get the impression that you don’t have any followers/friends or that you’re unsure about how to use social media. Accidentally hit like? You can easily unlike it.

Caren Baginski is a digital and social media strategist based in Denver, Colorado.