12 Most Common Facebook Mistakes You Are Making

12 Most Common Facebook Mistakes You Are Making

Facebook. Everyone is talking about it, but most people don’t quite get it. Recent studies have shown that Small Businesses regard Facebook and social media as one of the most effective and inexpensive ways to promote their brand. However, I found that small businesses are by far the biggest culprits for the following Facebook mistakes. If you are a Small Business owner, heed this warning: do not just go on Facebook because ‘everyone is doing it’, go there because you are looking for a new & innovative way to promote your brand.

When I started doing research at TemplateZone for our Facebook Page creation tool my boss told me to find the top 10 Small Business Facebook pages. I found 0. I started to look at some of the bigger corporations on Facebook and noticed that only a handful of companies really ‘got’ Facebook Pages. I asked myself, ‘If big companies that have marketing departments with deep pockets don’t get this, how will any small business or start-up create a desirable Facebook page?’

This question gave me a fever for Facebook Fan Pages. I started looking at as many as I could stand. I found that across the board there were some very serious issues that needed to be addressed. The great thing about these 12 common mistakes is that they are very easy to overcome. Most of these changes can be done quickly, but have not been implemented by the greater Facebook population.

Do yourself a favor, read on and check your page to see if you commit some of the most notorious mistakes you can make on Facebook.

1. Over-posting

Studies have shown that the #1 reason people unfriend another person is because they post too often. If friends and family members will drop each other from over-posting, what chance do you think your company has? Post 1-2 times a day with something substantial to say, and you will engage your fans without spamming them!

2. Syncing your updates with Twitter

Posting a lot on Twitter is an acceptable practice because it is a constant flow of information. However, people do not want their Facebook feed littered with status updates from your Twitter account. Keep your audience in mind on social media; remember for Facebook to ‘Post regularly, yet frugally’.

3. Scheduling updates

A recent study by EdgeRank Checker showed that Facebook penalizes users of any 3rd party API used to update your Facebook page. The likelihood of engagement by a fan decreases by 80% when you use a 3rd party tool to update your statuses. EdgeRank Checker concluded that one major reason engagement drops is because Facebook collapses 3rd party updates and only displays one individual update for that 3rd party platform.

4. Forgetting to set a default landing tab

This is one of the most common mistakes I have seen by small and large businesses on Facebook. This step is crucial; a default landing tab with a clear call to action can increase your like rate by close to 50%. If unique visitors are just landing on your wall, they will not take part in any desirable actions (because you never asked them to!)

5. Posting the same type of content

The Facebook EdgeRank dictates the number of impressions your posts will get by measuring Affinity, Weight and Time Decay. Different types of content hold a different weight, and this weight is also contingent upon how often this type of content is posted. It’s been said before that ‘Variety is the Spice of Life’; keep that in mind when you are posting, and don’t turn your status feed into an RSS reader or Flickr account.

6. Deleting fans’ wall posts

This one is a big no-no. Fans will notice if you delete their posts and call you out for doing so. If you are receiving bad comments from disgruntled fans, talk with them to resolve their issues. Never sweep them under the carpet, because they will retaliate (I got banned from a certain fan page for asking a question)!

7. Pushing the hard sell

There has been a lot of talk lately about social e-commerce, but this is still in its infancy. Use Facebook as a way to promote and create quality content to increase your brand’s reach and authority. By updating daily about new promotions, you are only asking people to click ‘Hide this post’.

8. Removing fans’ ability to post

I am often surprised how many pages actually remove the fans’ ability to post comments on their wall. By taking away fan engagement, you are making it much more difficult for a fan to engage with your page. The fear of social media is bad PR, but fans will find a way to talk about your company regardless of whether you remove posting ability. Wouldn’t you want them to talk about your company in a place where you can defend it?

9. Only regarding vanity metrics

Now that social media has shown to have some tangible benefits, many organizations are hiring social media managers to increase Facebook likes and Twitter followers. Though increasing these numbers is important to your social reach, the more important number is your interaction rate. For posts on Facebook to be seen you need a higher EdgeRank, and you get a higher EdgeRank through increased affinity. Your affinity increases with higher interaction rates; a page of 10,000 fans and no interactions is not doing your company any good.

10. Using a profile image that is too small

Your profile image is a great way to get messages across to current fans. A current fan always lands on your wall and may not know the latest and greatest happenings on your page. Use the full 180px x 540px profile picture to your advantage; this is a lot of real estate to promote new offers or Fan Only bonuses.

11. Interrupting conversations

When people start commenting and responding to each other, let them have their conversation. Offer your view as the conversation is dying down to give your expert take on it and spark up more conversations. You need to find a delicate balance; don’t neglect your fans but don’t smother them.

12. Forgetting to post community rules

By having a set of rules, either on a separate tab or in your information, you are setting clear guide lines as to what can be said on your Facebook page. This will help you justify yourself when you remove a disgruntled fan’s post that used a lot of profanity (assuming that is stated as a deletable offense).

These 12 common mistakes are not just being made by small companies who are just getting started on Facebook; many large companies are making these mistakes too. These lessons are crucial to any SMB who cannot rely on brand recognition to bring in hundreds of thousands of followers. Once you get past these mistakes, you will create a page where people will want to engage with your brand and begin building a community of brand evangelists, turning your likes into qualified leads. How many of these mistakes were you making or have seen other people make?

Featured image courtesy of lawtonchiles licensed via Creative Commons.

Justin Rondeau


Justin Rondeau is the Director of Marketing at TemplateZone, speaker and all around marketing junkie. He directs social media strategy and email marketing for TemplateZone and its suite of services, including High Impact Designer. His expertise on landing page and Facebook page layouts was instrumental in shifting the product mix offered by TemplateZone, in addition to setting a new course for the company's marketing and branding. A content and inbound marketing advocate, Justin is always looking for new and innovative ways to leverage social media.

468 ad

I like your strategies. The key to email marketing success is to use an effective <a href="http//emailmarketingbook.blogspot.com/">email marketing book</a> for all your sent mails. Thanks by william..


I love my FB Page (A Dad's Point-of-View). I've "worked it" hard. Your tips, Justin, are invaluable. I wish I'd had them when I began vs. learning by trial and error. Excellent!

PaulBiedermann moderator

Thanks for this very informative post, Justin — and welcome to 12 Most!

Following these tips for successful engagement on Facebook will also help develop a strong community around your brand — which is really how companies should be thinking when they engage with social media.


I have a friend who was included in an art and antiques show. I suggested to him that he post on their Facebook page how happy he was to be a part of it. THEY TOOK DOWN HIS POST!

I felt bad for him, and then had to explain that some companies so badly want control of their message that they delete anything they did not authorize, even if it is positive. What a shame.

Great list and very good points all around.


This is a fantastic resource!

The syncing with Twitter...or LinkedIn...or anything else seems like a good idea until you realize a) a lot of the same people are probably engaging with you on those platforms and b) it really broadcasts (no pun intended) that you are automating your process. If you want your Facebook to feel warm and squishy (and who doesn't want that?!?), you are really hurting yourself with that approach.

Thanks for laying out these great tips!


Excellent post my friend!!!!

I make sure for EVERY client they have a default landing page... it is SUCH A MUST!!!

Other then that, genuine engagement is the way to go.

When it comes to 3rd party software and auto aggregated content, how do you feel about it being used in "mini-pages"? So it would not be your actual brand page, but a "satellite page" built around a keyword, and it pushes traffic to your offer.

Surfs up,


I have been wondering if landing pages offer a good conversion rate? It's nice to have one but it should always lead to an action step to get closer to your email list. Most of the strategies should be common sense to any person getting on Facebook to use as a business use. If you're trying to delete or avoid your fans then you will probably never get the fans you want and end up talking to yourself more than anything else.



Thanks for reading and commenting! I Just checked out your page, good job on building a strong Facebook community. I'd 'like' the page, but I don't want my friends and family thinking I'm about to be a dad just yet :)



Thanks for commenting and for reading my post!

Companies need to understand that having a Facebook page or twitter account is about building a community. They do relinquish some control, but if they have a clear set of standards about what can/can't be posted they won't lose out. I actually have come across pages who don't even allow people to post, I guess the question is what's worse, 'not allowing people to post or allowing people to and deleting it?'



Thanks for the kind words!

Another important thing to remember when you use a 3rd party tool to automate your posts, it eliminates the 'share' feature and places the tools name with a link in its place. This make sit much harder to share your content!Have a great weekend!



I have never used 3rd party tools to develop a mini-pages, but you bring up a point that can't be stressed enough:Genuine Engagement is key.3rd party tools that post content are not getting the same impression or interaction rate as a content that is posted directly to Facebook. When it comes to Facebook I post all of my content directly through the service and use 3rd party tools to analyze my key influencers. With Twitter I am more open to automation, but this doesn't mean you shouldn't be monitoring the conversation and adding your spin on the latest updates. News in the tech and social world can change in an instant, you need to be able to account for breaking information in your industry. Could you explain the 'mini-page' concept a little more?



When you say 'conversion rate' what are you focusing on as the converting action? Are you looking for sales, leads, or simply a 'Like'. I look at 'Likes' as a micro conversion, a way to introduce your brand and attempt to get more information. The best way to increase likes and then turn them to leads is with a fan gated page. Have your unique visitors land on a page that says 'Like us to get such and such'. After they like your page, require them to fill out a form to receive whatever it is you were offering. Remember baby steps here! Don't ask for too much information, try for a name and email. Add an opt in link in the email to turn these fans into marketable leads.


@Jtrondeau You can take baby steps into something and be taking baby steps for years before you get any real action. Right now were in a time where the product, app, or service you're offering now might be dead by February. Conversion meaning "like" to email opt-in rate that then leads into email autoresponders, which then leads into great free consistent content. A "like" is a great micro conversion but now companies and solopreneurs want rapid marketing growth to compete.



If you are looking for immediate & rapid market growth then Social marketing is not your best bet. Marketing on Facebook is a longer nurture process and a way to widen your funnel through community involvement. As long as you are leading your new fans through a funnel that you are monitoring you can start to see how successful your social reach is. If an entrepreneur or app developer is relying solely on Facebook to build an email list and directly increase their sales or app integration they are sorely mistaken.

Facebook, Twitter, LinkedIn are just another tool in marketer's tool belts. You need to have clear and measurable goals prior to getting onto these platforms, and also understand their limitations. Supplement these limitations with other tools, e.g., a form connected to your ESP to create a drip marketing campaign that your new fan clearly opts into.


  1. […] 12 Most Common Facebook Mistakes You Are Making | Justin Rondeau points out the 12 Most Common Facebook Mistakes You Are Making… Source: 12most.com […]

  2. […] suite of services, including High Impact Designer. A version of this story first appeared on the 12 Most […]