Practically everyone is on Facebook. That means it's the perfect way to reach your audience, right?
It can be, but let me assure you that it isn't as easy as it sounds. A lot of things have to happen before people hit the "like" button on your page. And even then, you have the arduous task of holding their attention.
Chances are that you—like many other companies—find it difficult to generate the interest you'd like on your Facebook page. Don't worry. You're not alone. You can probably pinpoint your lack of success on one or more of the following:
1. You don't promote your page the way you should.
Just because people are on Facebook doesn't mean they are looking for you. In fact, they probably aren't. It's your job to promote your page just as you would your website. Put it in your email signature, on brochures, in ads-put it everywhere.
2. You don't provide interesting content.
Like Twitter, Facebook is built on content sharing. If you provide interesting content on a regular basis, your following will grow. Remember, "interesting" means any content that will grab your target market's attention.
3. You don't make good use of different forms of media.
One of the best parts of Facebook is that it is meant to share more than text and links. Share photos and videos to spice things up. Make use of all that's available to you to keep people interested in your page.
4. You're a robot.
Not literally, of course, but many companies use services that automatically post updates to their Facebook pages. It's OK to schedule posts, but you still have to interact with your fans. It takes two parties to have a conversation.
5. Your posts have bad timing.
Have you ever considered what time of day is best for sharing on Facebook? Maybe people aren't interacting with you because you post when they aren't online. It's possible that your posts are getting buried by others who post at more opportune times.
6. You don't follow up.
Getting comments isn't the ultimate goal. You need to turn comments into conversations. In order to make that happen, you have to check back and engage with those who commented.
7. You don't ask people to talk.
It might sound obvious, but you have to plainly say, "Talk to us!" You need to tell your clients and potential customers what to do. They need an invite.
Where does your company fall short? It's not too late to start fresh. Mistakes are fine-as long as you learn from them.
Mickie Kennedy is the CEO and founder of eReleases and blogs at PR Fuel, where this article first appeared.