When to Pull the Plug on Your Facebook Page
By Shanna Mallon on March 28, 2012
You don’t have to be a Web design Chicago company to know that, nowadays, everybody’s on Facebook, from brands and retail stores to restaurants and websites. And while for most businesses, setting up a Facebook page is an easy decision—it only takes a few minutes to enter one of the most popular social networks of all time—knowing what to do with that page is another story.
How can your company know if your Facebook page is worth having? Is it about fan numbers? Comments? Likes? What’s the best way to measure performance—or should you even worry about that? Is it better to just keep plugging away and hope for the best? When can you tell that it’s time to quit?
To help make that decision a little simpler, here’s a list of telltale signs to look for—factors that reveal it’s time for your business to pull the plug on your Facebook page and move on:
Sign #1: You’re not meeting your goals.
Measuring activity on your Facebook page is crucial. You know it’s time to delete when several months of metrics show that you’re not meeting your goals. If you’re aiming to boost brand awareness, for example, are your mentions and shares going up, thereby expanding your reach? If you’re focused on conversion, how much traffic is your page sending to your website? Focus on the trajectory of results, not sheer numbers: if rates are increasing, you’re on the right track. If not, consider implementing new tactics for growth. Then, if your metrics are still on the decline, pull out.
Sign #2: You aren’t making connections.
The key to social media really is connection—not just how many fans like your page but how you’re forming relationships with the ones that do. So if your company’s Facebook page is allowing you to build a few meaningful connections, then that is what’s worthwhile. However, if you’re not able to engage with any users, it’s time to think about quitting.
Sign #3: You know the problem isn’t your lack of understanding.
Some businesses misunderstand the way Facebook pages work, expecting fans to regularly visit their pages and relying on extras, such as apps, for example, to draw in conversions. In reality, most users don’t come back to a fan page after liking it, but rather they rely on posts in their news feed to stay updated. Likewise, apps can be fun tools but they aren’t the primary method of engagement to focus on. When you know it isn’t misunderstandings like these that are affecting your page’s success, that could indicate a bigger problem—and a reason to abandon your Facebook page.
Sign #3: Your competitors aren’t having luck either.
Look around at the others in your industry: how are their Facebook pages doing? If they’re having more success, why? What are they trying that you aren’t? On the other hand, if few or none of your competitors are achieving engagement on Facebook pages, that could mean something. It’s possible your industry wasn’t made for social media and that you are wasting your time.
Sign #4: You’ve exhausted every option.
For many companies, a lack of success on a Facebook page is simply a matter of strategy: they misunderstand the way Facebook works and try to blast fans with self-centered posts about topics users won’t care about. In those cases, improving their campaigns is just about reimagining the ways they reach out. But if, on the other hand, your business is already practicing good habits of asking for responses, posting helpful content and showing business customers that you understand who they are, and you’re still not seeing results, that could mean something. So before bowing out, ask yourself: Was there anything else we could try? Did we work towards specific goals? Could moving our efforts in or out of house make a difference? Could we try simplifying our efforts rather than eliminating them to give our customers more time?
After evaluating your Facebook page for these telltale signs of a problem, it’s still a good idea to think long and hard before deleting your Facebook presence altogether. Consistency is very important in the social media realm—so when you decide to pull the plug, be sure that’s something you’ll want to stick with.
Shanna Mallon is a writer for Straight North, a Chicago marketing company that serves B2B clients in various niches.
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