Although most brands have at least a basic understanding of social networks and what they can and can’t expect from them, there still seems to be a lot of confusion around the establishing and managing of brand pages. Here’s a perfect example I came across while perusing Quora:
While it’s technically allowed, it’s not at all beneficial. Here’s why.
It’s a dead end.
It serves as nothing more than a dead end for your brand and individuals interested in your brand. Facebook users will undoubtedly come across your page, but if all they find is a profile pic, cover pic and short description, they’re not going to get a real feel for your company. Instead, it will give the impression that you left the page have finished. Rather than acting as a gateway to your official site, it will simply look like an abandoned page. It will also give the impression that while you went through the trouble to join Facebook, establish a page and advertise to users, you don’t care enough to even create a full profile. What’s more, when consumers search or browse via Facebook, they’re usually looking to remain in the network. Forcing them to leave the network to explore your brand further could act as a deterrent.
It’s a missed opportunity for engagement.
Infosys found that consumers interact with retailers’ Facebook pages (38%) more than the brands’ own websites (36%). That difference is significantly more pronounced for younger consumers. By creating just a bare-bones Facebook page, you’re giving consumers less of a reason to interact with you, while also cutting off a potential line of communication.
Likes are meaningless.
If your Facebook page is inactive or simply a shell of a page, then likes are pointless and meaningless. Likes only mean something when you have the engagement and content to back it up. If you’re simply setting it up for the sake of having a page, then you need to reexamine your strategy and reasoning.
Still new to the world of social media marketing? Here are some common social mistakes brands make without even realizing it.