As our discussion of small business social media posting strategy continues, we thought it would be fun to take a minute and talk about the things that brands do on Facebook that drive us bananas. We did a quick survey around the office here and came up with our Top 10, and then took to the internet to see if other people feel the same way. Turns out, the social media bad behaviors list is pretty universal!
Here are our Top 10 social media pet peeves. Did we cover all of yours? Leave us a comment and let us know what brands do to bug you on social media.
1. Overposting. Our research has found that posting 2-3 times a day is a good rule of thumb. What you don’t want is to clog up your fans news feed with your stream of consciousness, interrupting their friends’ activity 5, 6, 7 times per day.
2. Posting things that are too far outside the brand’s wheelhouse. People follow brands for certain reasons. If you stray too far from the core of what you do, you may start to seem irrelevant to the people who decided to follow you.
3. Pitching products constantly. Okay, we’re all excited when a brand we like comes out with a new product. And they do want to make sure that everyone sees their announcement. But there is something to be said for breaking up monotony with meaningful, fun, and non-promotional posts throughout the week.
4. Posting arbitrary statements that add no value for followers. This falls into the category of “if you don’t have something productive to say, don’t say anything at all.” There’s nothing wrong with saying “Happy Friday!” If you follow it up with something related to your brand or your employees. But just noting that “Mondays are the worst” and leaving it at that helps no one.
5. Posting the same thing in the same way multiple times (the wicked stepsister of number 1 up there). Yes, you need to repeat your message in order to get it across, because not all users are on Facebook at the same time of day. But instead of reposting the same message over and over, try coming up with 4 or 5 different strategies for saying what you have to say.
6. Shameless self-promotion. There’s nothing wrong with being proud of your company, touting recent awards or media coverage, or talking about how well-received your last launch was. But nobody likes a bragger. A dash of humility goes a long way, and users are more likely to join in the praise if you don’t seem too full of yourself already.
7. Being unresponsive to followers. The thing about social media is, it’s social. Unlike an email campaign that you send out into the universe and then move on, your social media profiles should be a community. It’s upsetting when you see people commenting, asking questions, or even offering kudos on a Facebook page that sit there completely ignored by the brand. It’s not only bad for your relationship with that user, it makes you look bad to all of your followers. And in this increasingly interactive marketplace, ignoring users on social media has the potential to turn into a public relations nightmare.
8. Posting or requesting that others post inspirational quotes. Every now and then, sprinkling in a great quote from someone in your industry that’s relevant to your business is fine. But if it’s just something that you found on the web simply because you ran out of post ideas for the day, it’s better left unsaid. (Instead, check out the Pagemodo Posts “Suggested Posts” feature to find relevant social content ideas.)
9. Only posting links to other people’s pages, and never providing original content. There’s a lot of great stuff out there on the web, and aggregating it for your fans is often greatly appreciated. But be careful not to get into a habit of linking only to other sites. If you don’t feel like you have anything original to post, you really should consider starting a blog for your business!
10. Not integrating with your other marketing communications. This is, of course, a big pet peeve around the marketing team here. It’s infuriating to see photos of a past event on a brand’s website and think “but I follow them on Facebook! Why didn’t I hear about this?” Your fans are fulfilling their part of the bargain by liking your page and agreeing to receive your updates. Make sure that this group is the first to know about everything your business has going on.