Five common mistakes SMEs make on their Facebook business page

Facebook is a great way for SMEs to target and interact with customers. However, you need to do it the right way. Developing guidelines for engaging users on social media is a good start – but just remember to avoid these pitfalls.

1. Treating Facebook like an advertising platform

While Facebook does provide several options for businesses to advertise their products and services, businesses need to remember that it is first and foremost a platform that enables individuals, communities, and businesses to connect. Avoid posting excessively about your products and services, and interact with your customers online the same way you would in person.

2. Lack of planning and consistency

If you fail to plan, you plan to fail. Posting sporadically will not help you gain any traction, and inconsistencies in style will leave your customers feeling confused and unengaged. Instead, decide on your tone of voice and style, and prepare a plan for the type of posts and content to share on your page. Aim for one to two posts a week, something manageable that won't take up all your time.

3. Not communicating with customers

Poor communication is not a good experience, but not communicating at all is not the way to go either. Remember, Facebook is a platform to engage with your customers, and an opportunity to create a community. Messenger is especially helpful for this, and try to maintain a short response time.

4. Responding poorly to comments

When receiving poor reviews or negative feedback, it can be tempting to react defensively. Some businesses have responded by justifying their actions, deleting bad feedback or worse, arguing with customers online. One easy way to deal with negative feedback is to chat via private message instead. This way, even if the feedback cannot be resolved amicably, there is less risk of public backlash.

5. Not taking advantage of the paid options and experimenting with them

The mistake most marketers make with Facebook advertising is to target customers aged 18-66, both male and female, in any country, with multiple interests. This will result in poor lead generation and likely be a waste of resources.

Instead, take advantage of Facebook’s excellent targeting options via custom audiences and lookalike audiences. Keep adjusting and refining your targeting option to identify and optimise your most effective / engaged group. You can also experiment with ads on both Facebook and Instagram to review which platform generates higher quality leads.


  • Don’t treat Facebook like an advertising platform, but a community.
  • Do plan and be consistent.
  • Experiment with paid options.
  • Respond to comments.
  • Communicate with customers.