Spamming is one of the most detestable things on the internet. Few will support and defend you, and many will condemn and unlike you. Post moderately, spread your posts out across many hours or many days, use the post scheduling tool to your advantage.
2. Too Many Words
Although the character limit on Facebook is in the thousands, it is not recommended that you use a majority of those available characters. Twitter limits its tweets to 140; a similar number would be advisable to keep in mind when posting on your Facebook page. Keep things short and concise, or else your fans might not even read it at all.
3. Repetitive Media
If your posts all look the same, whether it’s all texts, all pictures, or all videos, you’re unlikely to get different results and reactions from your audience. They will feel less engaged and even bored. If you want to improve your results, mix up your media. Stagger in pictures, videos, audio, links and text for a varied and fresh experience for your fans.
4. Advertising Yourself
Facebook is not a newspaper ad, or any type of ad. Your Facebook page is not for advertising; it’s for engagement. You use it to let people know who you are and what you do. Everything you post should start a conversation, not just tell people why you are a great lawyer.
5. Using Full Links
When linking to something, shorten the link first, before posting it. Lengthy links clutter up a post and make it look longer and more disorganized than it is. Use Bitly or a similar service to shorten your URLs.
6. Multiple Links
Don’t link to multiple things in the same post. If you must include both links, separate them into two different posts, each with a different focus or point.
7. Ignoring Your Fans
Remember, Facebook is a conversation, not a billboard. If your fans, or anyone, comments on your posts or page, answer them. Prove that you are as engaging as you claim to be; prove that you are as caring of a lawyer that you say you are. Remember to participate in the conversations you start; it only makes sense.
8. Fighting Your Fans
Of course, be appropriate; don’t start a flame war spawning dozens of arguments and yelling contests just because someone has a negative comment to say. Don’t try to delete all the negative comments; other commenters will notice, and it will give you a bad image. Just respond in a professional and polite manner, and let it go if they are just egging you on.
Don’t beg for likes and shares. Give them a reason to like and share you. Call to actions are acceptable, but phrase it in a way that makes sense to your readers. “Like our page for more updates” is much better than just “Like my page!”
10. Too Personal
Remember, the page is not about you; it’s about your clients and potential clients. It is okay to post occasional updates about you or your career, but too much and it gets weird.
Olivia Lin writes for The Law Offices of W.T. Johnson, a personal injury law firm in Dallas, Texas. She spends most of her free time on social media and is fascinated by the way it has implemented itself into so many aspects of life and society.