Do’s and Don’ts of Using Facebook for a Business

With 1.32 billion users Facebook is one of today’s biggest and most famous social media platforms. Facebook enables people to keep in touch with each other, create events and send out invitations or press the ‘like’-button to express their pleasure for a photo, a status or a particular group.

However Facebook is not only a great platform for private persons but also for businesses. Facebook can help them to grow their business and to find new customers. Great, big businesses of the sweet industry like Haribo, Lindt &Sprüngli or Ferrero discovered the effectiveness of Facebook and created their own page.

But how does Marketing on Facebook actually work? As a business on Facebook you want to compel and not rebel your customers.  How can your content break through the Facebook clutter without annoying your fans in the process?

Sam Kusinitz lists a number of ‘Do’s and Don’ts of Using Facebook for Business’  in his blog post on Hubspot.


1. Follow the 80/20 Rule

80% of your posts should be social and 20% should refer to your products or services. However the 80% should still relate to your industry or audience. Focus on benefits instead of features and address the desires of your customer. Constantly advertising your newest products will cause your viewers to leave or even worse unlike your page. ALWAYS make it about building a relationship rather than annoying viewers with irrelevant content. Looking at the pages of Haribo, Bahlsen or Ferrero I realize that the promotions and advertisements predominate.

So what can they do to increase the social part of their page?  Make it shareable. Think about questions, inspirational quotes or links to news. Take ‘Bahlsen’ as an example: They posted the picture below right before the world championship of football and asked their visitors if they are ready for the big game. The little cakes relate to the industry, football was an important topic at this time and the question enables ‘Bahlsen’ to interact with the customer.



2.  Respond within an hour, no later than 24 hours.

Don’t ignore your audience. There should always be  a ‘human’ behind your social media platform. Ignorance will only disappoint customers and make them angry. Use the Facebook replies and directly respond to a comment underneath another comment. Sometimes a simple ‘thank you’ can already do it.

Lindt Facebook Reply

Nevertheless not all comments are always positive. Negative comments should be acknowledged in public but be solved in private.


3. Keep your posts under 80 characters.

Posts with less than 80 characters will receive more engagement with regard to likes and comments. Adding a photo or a link to a post is essential. But long status updates that look like a novel will scare visitors away.



4. Build your Facebook following organically.

Reach out to your existing networks and inform them about your Facebook page by linking it in your emails, website and/or blog. Add calls-to -action in form of follow- buttons to your website, to your blog. The number of followers matters for the success of your page but buying fans, having fake fans can cause low engagement and negatively impact the amount of people seeing your content.


5. Ask questions and post enticing content.

Questions post have high comment rates that will only increase if you locate the questions at the end of your post.


6. Post no more than 1-4  times a week, 1-2 times a day.

Many people regard Facebook as a good place to interact with brands. However most of them will unfollow a brand if it posted too frequently and its posts clutter the newsfeed of the customer.  Therefore be careful about what you post and how many times you actually post it.

Clock and Calendar


Hopefully these insights will help you to improve your Facebook page, to achieve your goals and to increase your success.

Does Facebook work for your business? Let me know in a comment below.  If you did like my blog post feel free to subscribe to my blog and to share this with your network. If you feel like you still need more information to improve your page, then check out the following articles:

1. The small Business Guide to Facebook.

2.  How to set up a Facebook Page for Business.

3. How to create an effective Facebook Page.


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