Avoiding the Pitfalls of Facebook Brand Management [GUEST POST]

As anyone might imagine, that brand new Johnny-come-lately business on Facebook isn’t exactly going to have a fevered following. No company goes from zero recognition to huge success overnight – at least none that are actually still around. You don’t want to be a flash-in-the-pan type of business; you want to be an established brand. To do this, you have to take it upon yourself to promote your brand in a positive fashion. This might be easier said than done, however; because while there are hundreds of different ways to promote your brand positively, there are also many pitfalls out there you want to avoid.

The pitfalls are always going to be more dangerous to you. Just think about it. You could try a few different positive tips to help promote your brand, and if they didn’t work out, at least your brand wouldn’t actually be hurt by it. You would just have to try another way to promote. However, if you stepped in a hole you shouldn’t have, your brand could easily suffer irreparable damage.

How You can Avoid Mismanaging Your Brand on Facebook

It’s very important that you avoid damaging your brand, so you need to focus a little more on the list of don’ts and less on that to-do list. Let’s go over a few no-nos below.

Neglected Feedback

You don’t want to neglect your feedback. You are going to receive feedback on your brand consistently, and as you begin to grow and expand, you’re going to receive it constantly. One part about advertising on a social network is that your fans are going to be social. Neglecting feedback can lead to serious brand damage.

Mass Broadcasting

You don’t want to use Facebook as some mass broadcasting tool. Just because so many different people use Facebook, that doesn’t mean that you should attempt to broadcast to everyone. You still have to be a smart advertiser by playing within your niche. A message too broad is a message that’s going to miss everyone.

No-Man’s Land

You don’t want to send people to no-man’s land through your links. You don’t want to send people to certain pages when they click on your links; try to avoid sending them directly to your homepage, and always make sure that the links work where you’re sending them. It’s better to link internally rather than externally, but if you’re sending people off-site, make sure it’s to a friendly destination.


Craig Robinson is Editor-in-Chief for Qwaya.com – A campaign tool for Facebook marketing. Craig also covers topics within social advertisement and online customer behavior.

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