1. Have a profile for the company and not a page

Perhaps this is the most traditional of errors on Facebook. Companies, not knowing the options, end up creating a profile of their brand as if it were an “individual”. From there, they fill in the information and start adding friends to be their followers.

But you must understand that the profile itself does not offer as many attractions as a fan page. With the page, users can enjoy and explore further the possibilities you offer. In addition, the pages bring internal statistics to look at user engagement and places with the highest access.

As the name implies, the fan pages are geared towards companies and personalities, since the users who follow them, in fact, will be treated as supporters of that brand or person in question.


In addition to not being the most appropriate, it is prohibited by Facebook for you to create a business profile as if you were a person. So, if you do, you risk having the account deleted.

Now that you know what is the right thing to do, create a fan page, fill in the main information and then go back to your profile to let your entire network of friends know. Send a message inviting everyone to like the page. Communicate on your profile wall that you have a new fan page. Share on your website and social network.

2. Misaligned communication due to not having a defined persona

The key to communicating well across all digital channels is to know your audience well. Only based on relevant information about the people who follow your brand and consume your products/services will you be able to keep communication in line with their expectations.

Therefore, consider not only studying the data provided by the tool but also creating your company’s persona, that is, a fictitious representation of your brand’s ideal audience.

Having a well-defined persona material, knowing the ideal tone of voice to use in each channel, including Facebook, is essential to ensure success. Thus, it will be much easier to create identification bonds with your audience.

3. Not entering your essential information and links

The Facebook fan page offers some spaces to embed naughty links to your blog/website. Even though it’s ‘no follow, it’s extremely relevant to point out references within your fan page. One of the most common mistakes people make when working within a social network is ignoring the information box.

Some companies even tend not to add anything in the indicated area, which is a big mistake and can negatively impact results.

4. Lack of consistency in content creation

We will not indicate how many posts you should make, let alone the time. This type of referral must be made based on information on your page and with data about your segment’s audience. We cannot propose a general rule, it would be irresponsible with your online engagement.

However, you must analyze all this data and define an editorial line (what you are going to publish) and a schedule to ensure that the contents are published.

If your page has no movement, if you don’t usually keep a schedule, Facebook’s algorithm will understand that your content is not relevant to the audience, because you are not faithful with the posts.

5. Do not use page settings to your advantage

Lack of knowledge of Facebook’s capabilities leads a company to limited work on the social network. The lack of exploration and knowledge means that communication on the network is limited to just posting links on the wall and sharing information with followers.

It is necessary to open your mind and understand that there are several apps within Facebook and features of the social network that enable different actions.

You can use the channel as a showcase for your products, but now you can also sell them. In addition, you can schedule content through the creative studio, create and organize events and much more.

6. Not using all the features that the tool offers

Other common mistakes on fan pages are not knowing and not using the features that the Facebook platform offers, such as:

  • Facebook insights – this Facebook tool shows some reports and helps you get a clear view of what’s happening on your page, what followers are thinking of posts and content, and whether they’re interacting. This tool is very important because with it it is possible to think of directions for the next posts and strategies based on the generated report;
  • post scheduling – another feature that many platforms offer for fan pages is the possibility of post and post scheduling. This helps a lot daily because you can schedule a series of posts so that they are automatically published according to your schedule.

7. Not performing fan page monitoring

Having the page and not monitoring it correctly is one of the most common mistakes on fan pages. That’s because when you forget or don’t believe that monitoring is a priority, there’s no way to know if the strategies thought out at the beginning are giving the expected result.

8. Do not vary posting times

Everyone has heard of such “hot times” for posts and indeed, they do exist. However, it is important to analyze whether these times meet all the people who like the fan page.

Thinking that each audience has a different time, it is important to vary the posting times. Think of two points:

the actual behavior of your audience;
Gather as much data and information as you can about them to identify the best times to post on your page.