Facebook pages can have great uses for our parishes, and any Facebook user has probably ‘Liked’ a page or two. As ‘Admins’ of those pages we know we need to get those ‘Likes’ right? And building the number of those ‘Likes’ is paramount often times for us too. But have you ever wondered why someone ‘Unliked’ your page? Have you even noticed?
‘Unliking’ in my opinion is the page equivalent of being ‘unfriended’. Although the Facebook Page is about an organization we shouldn’t forget that it’s about establishing a ‘relationship’ with your visitors and participants. This is a bit different than the normal website strategies that exist since they function differently and there is less of a “connection” if that makes sense. Remember, Facebook and any social networking service is about being social. Connections matter and respectful participation matter. In terms of an organization and the admin, the organization is the one being social and you are representing the entire organization as the admin. You are your parish.
So why do people ‘Unlike’ your page and what are the top 5 mistakes admins make:
- Too much focus on getting ‘likes’ and too little focus on what someone ‘gets’ for their ‘Like’. When I visit a Facebook Page because some company or organization told me “find us on Facebook”, I look before I ‘Like’. Frequency of posts, quality of posts (relevant), it’s “feel” (i.e. is it some place I would enjoy hanging out, is relevant to me, etc.), other particpants and thier participation (i.e. negative, arguing, etc.). So we are ‘giving’ a Facebook Page and users expect something for their ‘Like’. So if you are giving quality first then you can expect the quantity. ‘Impressions’ are a really good thing. Why the conversation isn’t taking place there is something you have to determine and tweak your approach (i.e. just telling and not asking for or inviting conversation).
- Over-excited admins. Guess what happens when you post something? It shows up on everyone’s personal stream, and the overly excited admin forgets this. The other day great news came out about this company I like and love their app. I know it was great news because it was told to me 10 different ways in a period of less than an hour by that admin. Guess what? I ‘Unliked’ their page. I’m still using their app and will continue to refer people to it, but I’m taking a break from their page right now. Posts should really be about one or two per day and seek to get a conversation going. If there is a lot going on, spread it out or “package” it into one post somehow.
- Getting frustrated over the lack of ‘Likes’ or participation. You put in the work. You are excited about what you created, and . . . no one ‘shows up’. The equivalent of planning the great party and feeling like it was a ‘dud’. Here’s the interesting thing with those parties . . . everyone might have gotten the time wrong right? You have to ask people offline sometimes. Or you might be trying to target the wrong audience. For a parish, you focus should be your local community first. If you are trying to reach the world first, probably not going to go over too well. Don’t post in frustration or stop all together. Continue to post and find out what you need to do differently.
- Forgetting that Pages can be social with other Pages. You have pride in your page and so do other admins in their page. Add them to your ‘Featured Pages’ list on the left hand side. Not only are they great recommendations for your ‘friends of your page’, they are a great way to be social with other organizations. Local businesses (i.e. your bulletin advertisers!), relevant Catholic pages, etc. AND they might just reciprocate the favor giving you more exposure!
- Giving up. How do I know you gave up? Well your last post on the page was from about 6 months ago and the page is filled with others posting ads on the wall. Kind of like leaving the building and leaving the door unlocked which could have been a mistake. In the Page-case it’s says you gave up. So if you are not there, why should I be?