Facebook is the social media site that has the most users by far and that users check most frequently, often multiple times a day. This is no accident of fate. Facebook is constantly tweaking how it works to ensure that users get engaging and relevant material every time they check their news feed.
What this means for those of us who share content on Facebook is that we need to constantly keep up with what works and what will get us in trouble there. Here are the latest don’ts – things that will negatively impact your effort to communicate on Facebook.
Don’t Rely on Organic Reach
The reality is that you need to pay to boost posts and for other types of ads if you want people to see your company content on Facebook. No matter how large your page following, very few people will see your content unless you pay for it.
The good news is that there are many options. And, since Facebook knows everything about each user, you can very specifically target who you want to see your content. So far, rates are very reasonable and it is easy to get great ROI.
Don’t Over Share
Facebook is a crowded space, and will continue to get more crowded. It’s estimated that each user is eligible to be shown up to 1,500 different pieces of content daily, but only see roughly 300.
Don’t react to this by sharing more information. Make sure every post is a worthwhile advancement of your goals on Facebook. Focus on quality over volume and you will win on Facebook, with more engaged followers and higher ranking in Facebook’s algorithm.
Don’t Ask for Engagement
To repeat advice I offered in an earlier post about Facebook etiquette, don’t write posts that as for engagement. Don’t use phrases like “Like this if…” or “Share with a friend…” These types of posts are devalued by Facebook, meaning fewer people will see them.
The following are examples of “baiting” tactics that will get you in trouble with Facebook:
- Tag Baiting – Ask people to tag their friends
- Comment Baiting – Ask people to comment with specific answers
- Vote Baiting – Ask people to vote using reactions, comments, or sharing
- React Baiting – Ask people to like or any other reaction option to the post
- Share Baiting – Ask people to share the post
Don’t Be Wordy
Video is still big on Facebook. As with other types of content, the number of videos you post is not nearly as important as the value of the content. Post video that people will want to watch.
Facebook gives preference to videos that people proactively search for, share, and return to watch. To get value out of your investment on Facebook, create content that people will want to watch and will come back to view more than once.
Don’t Link Unless It Adds to Your Content
The conventional advice is that linking to third-party sites is generally a good idea to boost the credibility of our content. Yes and no.
Links to quality sites that are relevant to your content are still a plus. However, Facebook is getting more proactive about devaluing sites that provide poor content and/or user experiences.
As with everything else, Facebook has automated this process, crawling linked sites and using a list of characteristics to give each a relative value. These characteristics are considered to be indicators of a poor site, so avoid linking to any site that:
- Has disruptive, malicious or shocking ads
- Loads slowly
- Has less than 300 words of content