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10 Reasons Facebook Isn’t Working for Your Company

facebook home page1 300x200 10 Reasons Facebook Isn’t Working for Your CompanyAutomaker General Motors recently pulled its $10 million Facebook campaign because it wasn’t seeing results—maybe you can relate? If the nation’s third-largest advertiser, who has a multimillion-dollar budget, can’t find enough of a value in Facebook, how can anyone else?

Are the days of Facebook marketing over? Should we all abandon our Facebook business pages and focus our social media attention elsewhere? Not so fast. Before you jump the Great Ship Facebook, take a look at the following 10 reasons why it might not be working for you, and consider what you might be able to change.

No Clear Objectives

First things first: in order to reach your goals, you have to set them. Success rarely happens by accident—so to achieve results through Facebook, you need a specific plan in place. What is it that you hope to find through Facebook engagement? A larger audience? A stronger community of followers? Increased traffic to your website? By setting specific goals, it’s easier to look for ways to reach them.

Not Knowing Your Audience

2720556600 31c1d0e152 300x183 10 Reasons Facebook Isn’t Working for Your CompanyWho are your consumers? What are they interested in? What will they respond to? Do research, or enlist the help of a qualified Internet marketing company, to discover what your audience is looking for and deliver it.

Haphazard Posting

On Facebook, resist the urge to post just to post. Instead, take the objectives you’ve set for your Facebook campaign and set specific strategies for reaching them. Maybe you’re a company that builds website templates for podiatrists and your goal is to increase Web traffic. Your substrategies could be featuring previous work or customer testimonials that link to your site, encouraging fans to click through.

Doing Everything Manually

Especially as a small or mid-sized company, you don’t have time to waste. That’s why, before ever pulling your Facebook campaign, it’s helpful to look for ways to streamline it, automating what you can. Take advantage of services like HootSuite, which lets you schedule updates across Facebook as well as Twitter, LinkedIn and others. There’s also Networked Blogs, which can auto-update your Facebook and Twitter accounts with your latest blog posts when you publish them.

Lack of Effort

6749663099 0da2c12064 300x168 10 Reasons Facebook Isn’t Working for Your CompanyWhile it’s true there are many ways to automate parts of your Facebook campaign, that doesn’t mean it won’t take time and effort. A lot of users underestimate the amount of time required for a quality Facebook strategy, which demands regular upkeep and sometimes outside help.

No Responses to Fans

This is a big one. It may seem obvious as a Facebook user, but for some reason more than half of companies are missing the value of responding on Facebook, according to a 2011 study. When fans comment or leave questions on your page, are you responding to them?—this gives them the sense of an actual conversation rather than empty business promotion, and it encourages them to keep coming back and tuning in to your message.

Too Self-Absorbed

It doesn’t matter if you’re a retailer providing kitchen gadgets or a safety company specializing in flame-retardant clothing: the most effective marketing campaigns answer the all-important consumer question of what’s in it for me? Make your Facebook page a place that yields real benefits for visitors, and you’re much more likely to keep their attention.

No Incentives

This goes hand-in-hand with being helpful: offer Facebook fans benefits that are not offered anywhere else. Whether discounts, specials, coupons or something else, give your fans some kind of value that keeps them coming back and encourages them to share. As an added benefit, when you run Facebook-only promotions, it’s easy to track how exactly your page is working.

Inconsistent Voice

The voice of your Facebook page should be consistent with the voice on your website and the voice on your Twitter profile and everywhere else—this strengthens your brand and your image to consumers.

No Measurement or Analysis

3542294246 1e9ea65eb4 300x219 10 Reasons Facebook Isn’t Working for Your CompanyAs with any project or initiative, you need to put specific measuring tools into place so you can continually monitor and adjust for progress. Use Facebook Insights to see what content is drawing attention and being shared and what content isn’t. Watch how your fan numbers are rising and declining. Taking the information you gain, see how you can adjust strategies accordingly.



Shanna Mallon is a writer for Straight North, one of the leading Chicago Web development companies. Follow Straight North on Twitter and, to see examples of quality Facebook engagement in action, connect with Straight North on Facebook.

Image Credit: Search Engine People,  Shane Kelly (

Posted on: June 7, 2012

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9 Responses

  1. Diana Poudel June 15, 2012 11:11am

    I totally disagree with this suggestion that just post automatically everything. If you don’t value your FB community so much to find time for write correct comment to your link then it is maybe time really shut down this community… I personally hate these companies who just send one synced twitter tweet per hour to all channels….


    • Andrew October 24, 2012 9:09pm

      That’s exactly correct. The advice given in this article is pretty much the exact opposite of what community managers should be doing. Not only is automating content lazy, it also affect Edgerank negatively.


  2. Makena Gargonnu August 7, 2012 8:08pm

    Great article!

    I love all the tips and content of this article. I’m working on my strategies in my mind right now.


  3. Aakash September 10, 2012 5:05pm

    Absolutely correct, this is exactly what I feel and advice my clients that in order to see a steady ROI from the social media campaigns you need to understand and have a targeted approach to it.


  4. Jessica September 25, 2012 11:11pm

    Get more tips on social marketing in “Social Influence” a FREE download-


  5. Mot Gio November 17, 2012 9:09pm

    Doing Everything Manually,
    I start use hootsuite as you suggestion, it save my time.
    Thanks Shanna,


  6. Johnny January 13, 2013 10:10pm

    It’s very correct. Although you should just automate easy and general stuff, like funny pics or random news headlines throuout the day. The rest MUST be done manually.


  7. SEO Company India January 31, 2013 9:09am

    In my personal experience facebook best for your branding but not for your sale increasing. Currently i am run my campaign on facebook, i am getting good traffic bu not conversation. This is my personal experience.


  8. Alex Morris August 30, 2013 12:12pm

    Doing automated posts isn’t a good idea – customers aren’t stupid and will be able to tell if you’ve set a Tweet/Facebook update for a specific time. It looks spurious and disingenuous to be honest, and I ignore any companies who are lazy enough to bother with this approach. It’s not as time consuming as is being made out here – all you have to do is log in and load something up yourself. This takes about 40 seconds!