The Facebook Timeline for brands launched in 2012, but some Brand Pages still need to learn from their mistakes. Here, social media analytics platform Socialbakers explain what to avoid if you don’t want your customers reaching for the Unlike button…
#1 Ignore the Cover Photo Guidelines
The Cover Photo works as your brand’s personal billboard with a strong visual impact, but only if you use the space wisely. You shouldn’t forget that it’s designed for storytelling, not promoting. Facebook released strict guidelines that ban promotions, coupons and advertisements.
Your Cover Photo shouldn’t include: price or purchase information (such as 40 per cent off), contact information (such as your web address or email), references to Like or Share buttons (or any arrows pointing to them) and it shouldn´t include any calls to action such as “Get it now” or “Tell your friends”. Read these 6 Tips for a Stunning Cover Photo to get it right.
#2 Leaving your “About” section blank
The “About” section under your Cover Photo shouldn’t be underestimated. Facebook users will visit this section to discover what your company does, what’s the mission of your Facebook Page or to find your contact information, your official website URL and much more.
#3 Spamming your fans with milestones
Milestones are great in contributing to your brand’s story by marking important moments in your history. Small business especially should take full advantage of this feature because it gives out a sense of close community, stability and trust to the fans. But in case you are so thrilled that you want to create several Milestones right now, don’t forget to choose the “Hide from News Feed” option so that you don’t spam or clog your fans’ stream while you are updating your Timeline.
And if there’s something important you want to say but it’s not important enough to mark as a brand Milestone, you can always post a status message to an earlier date. Just write the status message and click on the option “Change date”. Again, don’t forget to hide it from the News Feed!
#4 Not highlighting posts
Facebook Timeline has introduced many interesting features to enforce your brand’s story so it would be a shame not to take advantage of them. You can highlight your content by pinning it to the top of your wall with an orange ribbon which will ensure that is stays there for seven days or until you change it for another post. Or you can spread it across the whole Timeline by clicking on the star in the top-right corner.
#5 Posting just one content type
Could you tell your brand’s story just by updating your status messages? Probably not, because pictures play a huge role in presenting your products and services. You need to involve more post types into your storytelling to engage your fans!
Mainly pictures and albums generate a high engagement rate, but don’t forget to mix content and also post links or questions to maintain a healthy dialogue. See what post type works the best for your brand using Socialbakers Engagement Analytics PRO.
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Fail – flickr user proimos