After working with many companies on Facebook marketing, teaching many students, and speaking with many audiences, I’ve discovered some common mistakes that hold companies back from getting results. If you want to get better Facebook fan page marketing results, check this list and find out whether you’re making any of these mistakes.
Fan Page Mistake #1: Assuming People Go To Your Fan Page (Versus Seeing Your Posts In Their News Feed)
Most people, if they ever go to a fan page, only go there once. Some highly interactive pages get more visitors, and you can bring fans back to the page or to specific tabs with posts or ads, but usually fans see your page’s posts via their news feed.
One of the biggest surprises to me, in teaching Facebook marketing to many audiences, was that most business owners don’t understand how people use Facebook:
- When you log on to Facebook, what you see is your news feed, and this is all Facebook is, to most people.
- Your news feed doesn’t contain every post from all your friends or all the pages you’ve liked.
- You can change your news feed to show more, or everything, or the most recent from everyone, but fewer than 10 to 20 percent of people do this.
- If you have a Facebook page, all your fans do not see all your posts. The fans who have liked or comment on your page’s posts will see more of your posts.
- If you’ve done a poor job getting people to interact, you may need to rehabilitate your fan base by paying for sponsored stories.
This is also a good reason to look at Facebook Groups, because every time any Group member posts or comments, everyone gets a notification.
Fan Page Mistake #2: Expecting Welcome Tabs To Get You Lots Of Fans
Reveal tabs, aka Fan Gates, are very popular. Some people think they possess magical powers. But they don’t help most businesses very much because:
- For a welcome tab to get you fans, you have to get non-fans to go to your Facebook page, because only non-fans see the pre-like version of a fan gate.
- If you have a website with a lot of traffic, you may get a significant number of people who do this by clicking on a Facebook icon from your website.
- If you use a like box to get fans on your site, these new fans will never see your welcome tab.
- If you get new targeted fans the cheapest way there is (via Facebook ads), most of these like the page by liking the ad, so they also never see the welcome tab.
See that big circular diagram from the last mistake? Notice how many fans go to the actual page? That’s the percentage of people likely to see your beautiful welcome tab. Actually, less, because once they’re fans, they’ll go straight to the Wall.
Fan Page Mistake #3: Overestimating Apps and Tabs
Some people also seem to think creating a Facebook app is a magical move that will create all kinds of buzz and engagement. While this may be true for big companies who can get mass media coverage for deploying a clever new app, for most companies this the long way around to less results.
The Facebook app’s fatal flaw is the ominous opt-in page that requires you to share your Facebook data with the App. I can’t find any authoritative percentage of how many people bounce away from that page, but anecdotally, I know the number is high. I only became more willing to allow once I knew where to go to remove App access from my account. But this extra step means at least 25 percent and maybe as many as 75 percent of people who go to try an app will not carry through with it.