Facebook is the world's largest social network. That is why it is also the most important social network for communication with consumers. Directors and managers should therefore present themselves not only on the "serious" professional network LinkedIn, but also on Facebook. Facebook, however, requires a slightly different approach.
If used correctly, a CEO's Facebook profile can support company growth and strengthen relationships with customers, employees and the general public. On the other hand, if CEOs present themselves on Facebook inappropriately, it can hurt both themselves and their companies. A recent interesting article on the Wall Street Journal website pointed out the biggest mistakes CEOs make on Facebook.
1. Ignoring Facebook
A CEO who does not use Facebook is out of touch with the reality of life for a large part of customers and employees. It isn't important whether the CEO doesn't have a profile or uses it only sporadically.
2. Missing strategy
CEOs should think over carefully what they share publicly on Facebook and what they share only with their closest friends. In any case, they should count on the fact that anything they publish may be used against them. Therefore, it is necessary to post only news and personal opinions that make sense to customers and employees. For example, avoid posting photographs from your luxury vacation at a time when your company is struggling. Cooperate with your company's marketing specialists.
3. Not enough human behavior
Posts made by CEOs on Facebook should look like they were written by a real person. You should post something at least once a week and the posts should be about more than just business. Add something from your private life - your favorite sport, books, music and the like. However, do not share videos of funny animals or photographs of everything you've done during the day.
4. Monitoring employees
Do not ask employees to add you as their friend. If they want to connect with you themselves, accept the request. When it comes to commenting on your employees' Facebook posts, refrain unless you have permission beforehand.
5. Creating multiple profiles
Some CEOs have one Facebook profile for private use and another for work-related issues. First, this is against the rules of Facebook and, second, it often leads to mistakes when the owner mixes the profiles up and makes posts under the wrong profile. Other users are also confused about how to contact the CEO.
6. Ignoring the possibility of obtaining feedback
Facebook provides an easy way to get opinions from friends and the general public on current trends and opportunities in your field. Don't open up topics that are too controversial or ask for anything you can't deliver. However, asking what people think will happen or about their experience with your services is desirable. You will show that you are open to communication and further improvements.
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