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Facebook etiquette

With the prospect of free promotion, Facebook may look like a marketer’s – and small business person’s – dream, but diving into it without an understanding of the unspoken “rules” of business Facebook pages can be highly detrimental.

Here are some tips to help you navigate the etiquette minefield:

It’s not all about selling: If the only thing people see on your page – or in groups you are involved with – is “buy, buy, buy”, they will “unlike” you before you can say “free steak knives”. Remember, Facebook is all about two-way relationships between a business and its customers. It’s OK to post the odd special deal, but these need to be the exception, rather than the rule. Ideally, you want your “likers” to engage with your page, so you need to offer engaging content.

It’s not “free” marketing: Good use of Facebook means a long term commitment.  So while it may appear “free”, it takes time is takes to establish rapport and build a good business page – and time is money. If you decide to add Facebook to your marketing mix (and it should NEVER be your only form of marketing) you need to factor in this time.

Dealing with negative feedback: The worst thing you can do is ignore – or delete – a negative comment. Yes, it’s frustrating to do all that work engaging with potential customers only to have a negative comment spoil your efforts, but if you delete, they may just go and post somewhere else where you have no control (like on a media outlet’s page). Instead, use it as an opportunity to show how good your business is at dealing with complaints and turning naysayers into fans. So respond calmly and constructively to the comment on the page, then take the conversation offline.

Obey Facebook rules: Yes, while it may seem that Facebook is a free-for-all, there are some rules that need to be adhered to, or your page may be deleted without warning. For example, competitions need to be run using third-party apps rather than on the page itself. You also don’t want to be reported as a spammer, so avoid tagging people in posts or photos.

To ensure your Facebook business page offers the best bang for buck, contact Direct Sites Online today on 02 9557 7623 or email

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