It's true that
Facebook has a huge upside potential for marketing, but there can also be a downside as well if it's not done properly.
Mashable recently posted a great article about
the 10 biggest Facebook marketing mistakes, and here are the ones that I thought were most pertinent to musicians, artists and bands, since they could have serious consequences on your marketing effort.
1. Using An Illegal Cover Photo. The first thing is to use a picture that's pertinent to who you are right now. Don't use a baby picture, a picture of
Darth Vader or a famous celebrity. Visitors may think you're trying to cover something up. Also, Facebook has a number of guidelines as for your cover photo as well, like:
- no price or purchase information in the photo (like "50% off")
- a call to action to like, comment or share with your friends
- contact info like web, email or mailing address (there are better places to put this rather than in the cover photo).
2. Breaking Contest Guidelines. Facebook is very sensitive to contests and wants you to closely abide by their rules. Here's what you should know:
- Contests asking for submissions or votes via comments or liking are prohibited.
- All contests or giveaways must be administered within Apps On Facebook.com
- You can't notify contest winners through Facebook on wall posts, messages, chat or the like.
Kind of puts a damper on things, right? Fear not, there are a number of 3rd party providers that can help you run a Facebook promotion, like
Wildfire and
Offerpop, but they'll cost you. Before you decide on any contest,
read the Facebook promotion guidelines first.
3. Overposting. Yes, it's true, you can post too much. Facebook suggests that one or two posts a day get the most response, and there's some evidence that posting any more (sometimes even twice a day) begins to become counterproductive.
4. Too Much Text. Once again, it's possible to be too chatty, and that can produce negative results. Facebook suggests that somewhere between 100 and 250 characters (which equals a line or two of text) gets 60% more likes, comments and shares. Researcher
Buddy Media has found that posts of 80 characters or less have 27% higher engagement rates.
You can read the rest of the mistakes in the
Mashable article, but start by following these easy ones, since they can make a big difference in the outcome of your Facebook promotion.
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