Art England -  free tips for your web site and internet marketing

Facebook, Twitter and Social Media Marketing

The downside that most Facebook marketing experts won't talk about

The Good, the Bad and the Ugly

You can really build a strong relationship with Fan Pages because each time you update your Fan Page status or add content to your Fan Page you can encourage your fans to comment on your posts and get involved. It really does create engagement with your subscribers.

The downside is that Fan Pages encourage a 'herd' mentality. If you make a post or comment that people don't agree with your 'fans' can turn against you, your brand and your business. And if a few turn it can very quickly turn into a mass protest on your Fan Page about your business.


The flip side of this is providing that you post quality content to your Fan Page and really do things the right way then things should, in theory, be fine. And the pack mentality is something that can be of great benefit to your web business. If Facebook Fans are raving about you the social proof element of influence could explode your business. But, as stated, if it goes the other way you could be in big trouble.


The other problem with Facebook Fan Pages is when you promote to the Fans some people will take offence to that. It will always happen. It's the same with email. If you send a promotion some people will not be happy that you are sending promotions to them.

The difference is on Facebook they can post underneath your
promotion stating that fact. And it can turn others and make other people think "He/She is right. How dare they promote to me in this way!".


An hour a day - minimum half an hour. Every day, for ever. Not such a "magic bullet" now, is it.

The real ugly truth about Fan Pages and other forms of
social media - they take work. Lots of work, lots of time, and an ongoing commitment. eg. Your time every day or every week, week in, week out, from now till....whenever. And when you stop updating your page what happens?

All it takes is one troll or an unhappy customer - just ONE- who doesn't like the way you do business and it can have a very negative effect on your sales.

Be  aware of what can happen with Twitter and Facebook Marketing. Social media users don't see them as marketing tools.  So when they get marketed to by someone on Twitter they can often get annoyed and make their feelings very clear to all the rest of your Twitter or Facebook followers.  Beware the competitor, or customer with a grudge, because you have just handed them a platform to badmouth you on, and the tools to do it.

The more "successful" and viral you make your page, the easier it is for someone to make you look bad.  And you know they will exaggerate, don't you.

We all know that in business however great your customer service, and however good your product, there will always be someone who thinks you are worse than the spawn of satan and they will want to tell the world, make your life difficult, and damage your reputation.





Use "social" marketing with extreme caution

Points to remember:

  • Beware of  social media "experts and gurus" who tell you that if you don't use facebook and twitter you'll be left behind. They are in the business of promoting themselves as social media gurus.
  • Remember that almost ALL of the big companies using facebook to promote themselves have a page for a specific product, or a specific advertising campaign. NOT their entire "brand".
  • Be aware a competitor can easily troll your facebook page in complete anonymity, and "whispering campaigns" can damage your entire brand and business.
  • Reputation management is very time consuming. If it goes pear shaped, you will be fighting fires.

The Reality of social media marketing:  It's not suitable for everyone - for some types of business it can do more harm than good

A simple Facebook "recommend" button on your website can work much better than a "fan" page. Its free, nobody is going to "troll" your business, and its a genuine and honest way of letting people recommend you to their friends. Likewise a twitter or connect button.

Be realistic. In the business you are in, do ordinary people (customers) want to hear from you every day, or every week on facebook?  They probably don't. Is an email newsletter possibly better?

Time Can you honestly spend an hour a day. that's almost the same hours as a full working day every week for the rest of your life "marketing" on facebook, twitter etc? Or could you spend those hours elsewhere in your marketing (building links, writing articles, improving your web site and sales pages....)  A whole day a week spent on "social media". That's the reality.

Social media marketing takes up a huge amount of your time.  If you are just using it for extra traffic for your sales web site, in 9 cases out of 10 your time would be better spent and ten times more profitable working on Conversion Rates for existing visitors. Or CRO (Conversion Rate Optimisation)

People will share and recommend your content, product or web site anyway if it is any good.

Educated, well informed people make their own judgements. Make it easy for them to share - if they want to.

Don't force people to "like" you to get access to something, and don't spam their social media pages. Think twice before embarking on a facebook campaign, or even making a facebook post or tweeting.

Only post when you have something interesting, or useful, or helpful. In other words: Don't waste their time.

There are too many "gurus" nowadays hyping up social media marketing as the next great thing, and frankly they seem to think facebook and twitter users are just a commodity, not people. 


Based on thoughts in an article from Phil Wells, a real world marketing expert. I highly recommend you sign up to his free newelstter.