3 Common Types of Facebook Posts Your Company Should Stop Making

Ben Kalkman posted this in
HVAC
on September 3rd, 2014

Like most millennials, I spend a good amount of time on Facebook. More time than I care to admit (what else are you supposed to do in the bathroom?) But this isn’t about me, it’s about you.

More specifically, it’s about the terrible stuff I’ve seen on your company’s Facebook page. And whether you do it yourself or pay someone else to take care of it is irrelevant – it needs to stop.

At best, these types of posts are a waste of time and don’t help you actually grow your company. And at worst, they estrange your best customers.

So, if these types of posts are little too close to home, consider this your wake up call from someone who cares about you.

The completely irrelevant photo

Have you ever posted a photo on your company’s Facebook page just because it was funny or cute even though it had zero relevance to your business? Stop that. Now.

Not sure what I’m talking about? How about this great example:


What, pray tell, does this do for you business? If your answer includes the word “engagement,” you answered wrong. “Nothing” was the correct answer. Except maybe alienate some more of your fans.

The Facebook algorithm manipulator

This is how Facebook works: The more comments, likes and shares your post gets, the more likely the post will show up in others’ news feeds. Because of this, brands try to game the system any way they can.

Take this example from GE. Not only could it fit in the first category (completely irrelevant), it also asks you to vote by either sharing or liking.


These types of posts get traction on big brand pages because people love sharing their opinions. But do all those shares and likes mean anything for your company? Will that extra newsfeed publicity help them sell a dishwasher? Probably not.

So then, why do it?

Note: Facebook has cracked down on these types of posts so there’s even less reason to do something like this.

The iPad giveaway

Giveaways can be a great way to help more people find out about your small or medium sized company. But please don’t give in to the temptation to giveaway an iPad, iPhone or other “sexy” device simply because “everyone wants one”.

That’s attracting the wrong kind of attention. You want people who are going to buy from you, right? Then instead of an iPad, give away something you offer or something related to what you offer.

For example, if you are a heating and air conditioning company, an iPad probably isn’t the best giveaway item. It will attract all kinds of people, many of whom aren’t in your target market. Yes, you’ll see lots of new “likes”, but more likes doesn’t necessarily equal more revenue for you.

Instead, offer something your target market wants that is also relevant to your industry. For our HVAC customers, this could be a new Nest Thermostat. Or even a new furnace or air conditioner. You will likely get fewer entries than for an iPad, but now every entry is a lead looking for something you offer!

The real problem: No social media strategy

If your company is posting things like this to Facebook, it’s probably a symptom of a larger problem – having no clear strategy. Without a strategy, social media is reduced to getting more “engagements” or “likes.”

Here’s how you can tell if your company has a social media strategy. Answer this question: “Why is your company on Facebook?” Did your answer include any of the following?

  • “We just have to be”
  • “Facebook has 98 million users”
  • “Everyone is doing it”
  • “Someone told me I should be”

If so, stop posting on Facebook right now.

That seems strange coming from a company that sells social media marketing services, but if you don’t have a strategy behind your social media marketing, it’s a waste of time and money.

So stop wasting resources and figure out a strategy. Or get some help.

Ben Kalkman

CEO/Founder

Ben Kalkman is the CEO, founder and owner of Rocket Media. When he has down time from running a successful company, being the father to 6 kids, running half marathons and purchasing every new Apple product that comes to market… eh who are we kidding, Ben has no down time.