We are all human, and we make mistakes. A majority of the time when you make a mistake on Facebook, you know that goofy post that was entirely off topic, nobody will see it. Thankfully. No harm no foul. A one off mistake isn’t going to come back to bite you unless it was particularly egregious.
The mistakes that will hurt you on Facebook are systemic, and it is easy to fall into these traps.
Content rules Facebook. It is a science; it is an art.
The biggest issue nonprofits struggle with is using their page as a soap box. No matter how right your are, or how important your issue is, doing this is off-putting.
That doesn’t mean you should eschew self-promotion.
If you have a great success story, share it! That’s what Facebook is all about!
Secondly, some organizations try too hard; too hard to be controversial; too hard to “go viral”. Therein is the fetid smell of desperation. And no one wants to hang around the person who’s trying too hard to be popular.
What’s more is that this leads organizations to create and share content that is going to hurt their reach and engagement because it is deliberately controversial or way off brand.
Bad PR happens sometimes; we all hope it doesn’t, but some things are out of our control. How you respond can either fan the flames of controversy or douse them with water.
Responding too quickly may seem like a good idea, a fire is burning after all, and your fight or flight instinct kicks in and the response is often impulsive and irrational. The tone could be off. Or worse, you could use a word or phrase that adds a bucket of leaf litter to what was a tiny smoldering shrub, and now the forest is engulfed in a blaze of hellfire and brimstone.
Instead. Take a breather, take a little time to compose your response. And it’s a wise idea to have a guideline in place to help you craft a response that is appropriate. Community Management Facebook is all about community; it is a social media platform, keyword “social“. Some page managers don’t participate in the community at all, or worse, some respond with canned responses unless they are talking to an influencer.
Taking part in the community is critical. It doesn’t require a lot of time and effort either. Often, liking a person’s comment will do the trick. Other times a reply, in real time, is needed. Again this is an opportunity to have a written guideline to help direct you. Just keep a positive sentiment or at the very least a neutral one. If confronted with a hater, don’t engage, you can even block them too.