7 deadly sins of Facebook brand pages

Encouraging people to engage with your brand on social media is hard enough. Commit these mistakes, and you made it even more difficult.


Managing a Facebook page is no easy task. If you commit any of these seven deadly sins, you’re only making the job harder.

1. Not enabling the message feature.

This is one of the most overlooked features of Facebook business pages. If you haven’t done this yet, open a browser and go do it right now. Click “Edit Page” and then click “Manage Permissions.” Scroll down the page and make sure you check the box for “Show Message Button.” Now Facebook users can send a message to your Facebook page. Rest assured, you will receive a notification if you get one.

2. Telling people to like your page via your cover photo.

It’s against the rules for you to encourage Facebook users to “like” your page through a “Like Us” image in your cover photo. It’s also against Facebook policy to advertise prices (such as “40 percent off”), contact information, and calls to action. A great example of a cover photo comes from law firm Goodwin Procter. Check it out here.

3. Using a horizontal image file for your personal picture.

Your profile picture must be square, otherwise it will look weird when you upload it. Pick an image that fits 180 x 180 pixels and also looks good at 32 x 32 pixels as this is the size of the image that will appear next to your status updates in the Newsfeed. You can usually manipulate your brand’s logo to fit a square nicely, though you may have to crop part of it.

4. Failing to moderate properly.

Although comments encourage engagement on a Facebook page, the downside of allowing people to post on your page is the possibility of spam. You can easily overcome this problem by designating one person to moderate your company’s Facebook business page daily. He or she can also set up alerts to be notified of each comment or post.

5. Not setting your vanity URL.

What looks better? www.facebook.com/yourbusinessname or www.facebook.com/yourbusinessname/343892lkd001?

It’s easy to set your Facebook Page URL. Just go to www.facebook.com/username.

And the good news is you no longer need to get 25 “likes” in order to set it.

6. Not adding Facebook links to your website, newsletter, and blog.

Please don’t forget this step. The whole point of using Facebook is to increase engagement, and adding links to your site helps.

7. Ignoring your brand’s story via the Facebook Timeline.

Does your company have an interesting history? Why not tell it by using milestones on the Facebook Timeline. Facebook enables brands to backdate entries and add pictures and stories. (Please note that you must enter your firm’s founding date to enable this feature.)

Do you have any other sins to add? Please leave them in the comment section below. Perhaps we’ll be changing the title of this post soon.

Samantha Collier, a well-known social media personality in the legal world, is chief content manager at Shift Digital Media. She is obsessed with social media and loves to be the first to break a story. Read more about Samantha here.

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