3 Facebook Community Management Dos and Do Nots

By Rob McNair

Whilst doing my daily community management I came across some things that I really don’t like, and some things that work really well. So I thought I’d share them, here they are, my three Facebook does and dos and do nots:

DO Post Visual Content

Ever noticed how brand posts in your timeline are getting more and more visual? That’s because everyone is doing it, and for good reason! One of the most important factors in Facebook’s EdgeRank algorithm is weight, and pictures have more weight than status updates and links. By posting visual content brands ensure that their content stays high in the newsfeeds for longer, getting more eyeballs on a post.

DON’T Use Hashtags

This is a more a personal one… I can’t stand it when brands use hashtags on Facebook. Hashtags are for Twitter, by posting on Facebook you make it look like it is a generic post that is a one post for all answer to community management. Each social network deserves its own post, so why use specific social network features on different platforms?

DO Follow up in the Comments

One of the best ways to get engagement that is relevant to your brand is to post something general, such as, “What are you up to this weekend?” which is the hook. This original post is the hook, it gets people to engage, and because it is general, it appeals to a wide audience. Then when people engage you (as the brand) can follow up in the comments with something directly related to your brand, such as, “get down to our store for our 60% off sale”. Doing this ensures that everyone in that comment thread gets a notification that you have commented.

DON’T Rise to Trolls

If you experience trolling on your page, try to resist the urge to come back with something clever and witty, it’s a downward spiral that you don’t want to be a part of and rarely turns out well. Instead, refer them to your community guidelines, and the next time they break them, give em the boot!

DO Use Ads

Lately, Facebook has been leaning more and more towards ads, and with the new updates to the ads platform it’s easy to see why! Lately we’ve had ads at 10x the CTR of the industry standard! Armed with common sense and a decent understanding of your Facebook market, you (like us) can get a click to fan ratio of 95%!

DON’T Ignore Questions

One of the biggest mistakes (even the biggest) brands make is to ignore questions. Even if you don’t have an answer for them straight away, at least acknowledge that you are looking into it. This is FUNDAMENTAL to the two way street that Facebook marketing is, and should be one of the foundations that you base your community management on.

There they are, rant/preach over, let me know if you think I’ve missed anything glaringly obvious, or if you’d like to ask any questions, go right ahead… I suppose I should respond given the nature of this post 😉

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This post was written by Rob McNair

Rob has experience advising some of the worlds most iconic brands. He thrives on helping improving social media knowledge within organisations with the ultimate goal of making theirs brands more social, transparent and accountable.