As bloggers, we have witnessed how several brands failed and/or succeeded on Facebook.
Even though Facebook’s business page has changed over the past one year, we realized that the lessons and tips to build a successful page organically are more or less the same (we wrote an article on the same topic a year ago).
New technologies are what we need to embrace. The rest are the same old rules, maybe just with fresher perspectives. Let’s start with something basic: Transparency.
1. Embrace transparency
Besides social connections, Facebook thrives on democracy and freedom of speech. No message should be removed unless it is extremely offensive. Accept negative feedback and learn from them. Here’s an example we previously shared (from 5 social media disasters):
When Honda decided to publish its upcoming Crosstour photos on Facebook, it should be ready for some serious feedback. Within a short time, its fan page was flooded with negative comments regarding the look of Honda’s new CUV. It was clear that most “fans” were not too thrilled with the new design. But not too long later, there were some really positive comments about the model. Lo and behold, they came from Honda’s product manager who didn’t disclose his own relationship with the company until the angry crowd called him out. The lesson is straightforward: Embrace transparency and never try to self-promote your own brand.
2. Consistent Engagement
I’m a huge fan of Pringles. But I wasn’t too impressed with its Facebook page. I used to feel that the page was more like a tool to push its promotion campaigns. Fans only saw updates whenever Pringles wanted to promote something. (Or at least it made fans felt that way) The lag time between each update was more than a month.
But things got better and updates became more consistent. Pringles could afford to neglect its fans because it is a household brand. People are munching Pringles regardless whether there are Facebook updates. But a small business probably doesn’t have the brand strength to do so. Be consistent with your updates and don’t neglect your fans.
3. Videos, Pictures and Polls still the Best
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