The only things worse than not using social media is portraying yourself in a negative light through your healthcare social media. When you first get started, it’s easy to make some rookie mistakes. This is why it is important to have as many friendly eyes as possible on your social media output to catch these mistakes.
When it comes to Facebook, there’s the potential for thousands of people to see those inadvertent errors. If you want to know how many people might see that embarrassing mistake, take a look at the Insights feature on your Facebook Fan Page. The statistics to take note of are “Friends of Friends” and “Weekly Total Reach”.
Social Media experts at Constant Contact were asked to list the most common mistakes they see made on Facebook. Here are just 20 out of the hundreds they named:
- Talking At Customers Rather than With Customers: Endless PR fluff and advertisements does not equate with engagement.
- Failure to Respond to Comments and Questions: Potential clients are not impressed by a practice that fails to respond to its followers. If you aren’t listening now, why would you listen if they scheduled an appointment with you?
- Unmonitored Pages: There are plenty of people who know how to spam your Facebook page with everything from invitations to the local party to chances to win a free iPad.
- Long Posts that are Cut Off: There is a limit to 60,000 characters for a Facebook status update. It would be wise to forget that limit and keep your comments clear and concise. No one is reading those 60,000 word posts!
- Liking your Own Post: This is equivalent of a cry for help or admission no one is interested in what you have to say.
- Over-posting: One long post after post after post in the newsfeed is too much. If you space out your updates there’s a better chance people will engage with them instead of passing them by.
- Talking Bad about your Peers: Nothing more need be said about this!
- Responding Negatively to Negative Comments: Thank the commenter for the feedback and respond professionally to resolve the issue.
- Not Providing Adequate Information: Facebook gives you the opportunity to add detailed information about your practice and yourself. Be sure to fill it out fully.
- Ignoring Facebook Insights
- Too Much Self-promotion: Facebook is called social networking for a reason.
- Typos and Spelling Errors: A typo is okay, but lots of typos are not. We have all made this mistake because social media is immediate and condensed. Again, this is a good reason to have a number of people on your staff read your Facebook page on a regular basis.
- USING ALL CAPS OR EXCLAMATION POINTS!!!: No one likes to be yelled out so cut it out.
- No Posts or Comments from Followers: When all the posts and comments on a page’s wall are between friends, family, and staff that isn’t a good sign. Make sure your followers are engaged.
- No Feedback on Questions: Posting questions to your followers is a great idea, but when you see a practice doing it every day and no one is answering … that looks bad.
- Relying on User-generated Content: Follower generated content is great but you need to create your own engaging content.
- Attempting to Make Every Post for Everyone: It’s okay to post something that only a segment of your followers may find engaging. It’s better than watering something down to make it appropriate for everyone.
- Leaving the Shared Link in your Status: Once you paste a link in your status the link preview pops up. Once that’s there you can erase the original link from your status and write what you want. It’s better to remove the clutter.
- Not Customizing the Headline and Abstract in a Shared Link: In the link preview you can actually click on the headline and abstract to customize the text for your audience.
- Leaving a Random Image in the Link Preview. If applicable, there are arrows below the image that allow you to choose what image displays when you share a blog post or article. This is especially important if Facebook pulls something random like a Twitter badge or sign-up form image.