The Facebook page; as opposed to the personal timeline, has become a cost effective way to build an audience for a small business, brand, cause or organization. While it may never replace the traditional website, a business or organization’s Facebook page is an essential tool in the social media toolbox.
There are, however, a few things to keep in mind when utilizing this feature to reach out to both faithful and new followers.
The page is not the administrator’s personal pulpit. The page is a means to broadcast a particular view or idea in order to engage followers. However, there is a fine line between keeping it professional and becoming a turnoff to its followers.
Administrators need to remain focused on the page's original purpose. Personal opinions should be saved for personal timelines. An administrator’s job is to present the products, services, events, etc. of the organization, business or brand being represented. The page followers are not following the administrator; they are interested in the entity and what it can offer them.
Administrators should always weigh the pros and cons before capitalizing on current events in their promotional posts. More often than not, they will not translate well once posted on the page.
Remembering these tips the next time a review of the page’s insight analytics is done. Has the page had a drop in traffic? Have the number of followers remained steady or, even worse, dropped? It just may be time to refocus on the page’s core mission statement before it is too late.