do
this...don’t do that Facebook … or Faceplant? Build your business socially by following these peer-based do’s and don’ts
personality and encouraging potential customers to interact with you.
Interaction Brings Traction DON’T Be Lazy. It’s important to monitor
viewer activity on your site. You can easily adjust your settings to be notified when a person posts a comment or question on your page. And when you see it, respond quickly! You never want other viewers to see a question or complaint on your page that’s been unanswered for 3 days or more. DO post often: Facebook works just like
a Website: changing the content keeps people coming. Schedule a minimum of two posts per week; put don’t be afraid to go as high as five or six. DO share the load: You don’t want to kill
yourself, and frankly, you might not be the best-qualified person in your store to take on this responsibility. Find one of your active staff members who understands Facebook AND CAN SPELL – they are representing your business, after all – and delegate part or all of the posting work to them. DON’T erase complaints. Te only time
When It Comes to Pictures … DO pull out the camera. People love to see pictures of cool cars. Tink about doing an Install of the Week. Even if you don’t do a car per week. You’ve no doubt got a bunch of pictures that have been taken over the past year or two. Line them up and post them every Friday. DON’T make it just about cars. Put
pictures of your staff working, prefer- ably with smiles on their faces. Images of people tend to personalize how you are represented, giving your business
you should remove content is if it’s obvious spam. A complaint, whether real or per- ceived, is true customer feedback. Even the best companies get complaints. But the difference is how you handle them. Make sure you respond in a way that doesn’t call the complainer stupid. If it’s a personal issue, publicly invite the customer to call you to re- solve the issue with one-on-one attention.
What to Write, What to Write … DON’T sell. Facebook is not your sales- person. Tink of it as an “incubator” that warms customers to your brand. Making every post about a new product with a killer
or closeout price is just advertising, and that’s exactly the opposite of why people use Facebook. DO engage. Yes, your store’s Facebook
page can have some good old humanity. Post about the weather, your city’s favorite team, and definitely wish everyone the best on all the major holidays. And be sure to ask questions. Since people love to complain, a popular question is, “Who else wished it were still Sunday instead of Monday?” DO brag. Why not? Tere is something that makes you different, isn’t it? Is it how you solder wires or your 250-point pre/post install inspection? Do a series of Fun Facts about your store. Make it engaging to tell people why you are the best in town. But … DON’T disparage. Te last thing you want
to do is compare yourself or your work to others, even if it is anonymous. Simply put, it brings a negative aspect to your page that could also be construed as arrogance. And remember, whether it’s true or not, perception is reality.
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