I’m not going to even get into bad graphics here…
Not Playing the Long-Game
A lot of the issues I see having with reach are due to wanting every post to have a financial gain associated with it and, when they don’t, page owners give up. They stop posting, they stop replying, and the page goes stagnant. You have to accept that not every individual post is going to make you money and that your long-term Facebook strategy has to revolve around building an audience and a community of people who want to hear what you have to say.
Understand that social media is social and that Facebook’s algorithms reward pages that interact with their fans positively and engagingly. When you post with that strategy, the strategy that keeps “social” in mind, Facebook (and other social media sites) will show your posts to more of your fans and that will lead to more sales in the long run than if you posted only items that ask for money.
Creating Posts With Outside Links in Every Post
Now I understand how this can be frustrating as you may have the strong urge to promote something (say a web page or product page). When every post you publish on Facebook has a link in it, its reach will be abysmally low.
Social media is for selling, but specific selling or call-to-action posts should be less than 5 percent of your overall posts. Ninety-five percent of your total posts should be brand building, those interactive posts that build trust and connection, and it is these posts that demonstrate to Facebook’s algorithms that your posts are things the social media platform wants to show to your fans. Why? Because that 95-percent of posts are what should keep people on Facebook. Focus on giving great content so that when you do post an outside link, Facebook will share it with more people.
Using Bad Words…
No…I don’t mean swear words, but there are no-no words that Facebook considers naughty. What are they?
Use these words/phrases only when necessary and sparingly even then. Also, try not to use the words in both a graphic and in the caption of the post. Facebook (and in this case all social media platforms) limits your reach any time you use these words in posts, captions, or descriptions. It does this because it knows you want to make money or acquire event, membership, or contest sign-ups, so they’re going to limit your reach.
Only Posting Here and There
If your busy season is only once a year or your page revolves around an event, it can be tempting to post only around that time or event. But your reach will significantly decrease if you do not post consistently, as Facebook sees your page as a dead page.
Believe it or not, regular posting doesn’t have to be a time-consuming thing, and it doesn’t have to be in real-time. Batch-post scheduling lets you sit down and schedule ahead of time your posts for a given week or month. If you do not have the time or do not like creating content for social media this is something you should definitely outsource to a pro.
Not Talking to Your Followers
The biggest issue I see with page owners is that they simply can’t wrap their minds around what people want to see on social media. There is a simple solution if you are in this boat… Ask!
Asking your fans questions is one of the best ways not only to build engagement but to discover what content they are interested in and the new products and services you can sell them. Questions also help you find your customer’s pain points and problems. Not to mention it humanizes your brand. Stop trying to “sell” something or talk down to your audience with complicated info – talk to them like you would in a friendly conversation.
Using A.I. to Write your Posts
I’ve been getting a lot of questions about my thoughts on Artificial Intelligence writing content for social media. If you’re interested in seeing what AI can do, companies like Copy.ai or the best out there, Jarvis AI – can do give them a try! However, if you’re struggling with building an audience or getting them to engage on your current page, I would suggest going a human route first.
Not surprising. But my main complaint of bots writing content is it sounds robotic and is not personalized for humans.
This is why it’s a great idea to explore companies and agencies that offer a full spectrum of services to handle your social media management like:
• Creative Writing
• Graphic Design
• Data Analytics
• Target Market Research