Going into 2020, Facebook is still one of the most popular and practical digital marketing tools that you can use to promote your business online.
However, it is critical that you know the site’s rules, regulations, and terms of service (TOS) to stay out of Facebook Jail.
Just one minor rule infraction could result in your business page getting blocked, and possibly result in the closure of your account – causing all of your social media marketing efforts to go to waste.
- After you read this post, be sure to check out 11 Essential Facebook Business Page Tips for 2020
What is Facebook Jail?
Facebook jail is when Facebook punishes an account (both personal profiles and business pages). The punishment varies according to what “law” Facebook views you as breaking.
The penalties range from the impossibility of publishing for a few hours, 3 days, 6 days, a week or, in extreme cases, the removal of the profile or page.
How to Avoid Facebook Jail
As you can guess from what we said before, the best way to avoid Facebook jail is to adhere to their terms of service. But, who really reads those things? Fortunately for you and your business, we read them (we’re nerds like that) and will serve as your Facebook lawyer, helping you stay out (and get out if necessary) of Facebook Jail.
Read and understand the terms of service
Use the correct account type
If your account is for your business, create a business page, and vice versa. It’s against Facebook’s TOS to use a personal Facebook account (“John’s Bait Shop” as the name of the account, just so you can post within groups as the name of your business.
Profiles/Timelines are for real people and should include your real name. Be sure to your personal name and, if your intention is to promote your business, put a link to your business page in your about section.
Don’t create duplicate personal accounts
According to FB, each individual is only allowed to have ONE Facebook account. (We’re talking about personal accounts here). You can, however, have multiple business pages. Simply put reference your business pages in your about section if you want to show your connection to the business.
Don’t use your personal timeline for business promotion
Let’s be real for a second. Facebook makes money through advertising. They want to give businesses a gentle nudge into using Facebook Ads. So, it stands to reason that they want to keep their thumb on marketing messages.
Accordingly, one of their biggest rules is that a personal account can’t be used for commercial purposes. Now there’s some debate about what constitutes “commercial,” but a good indicator is simply the post’s intent.
Digital Marketing 101 tells you that any business post should contain a call to action (CTA), encouraging the reader to do something. Don’t have anything that resembles a CTA on a personal post. Sure you can tell your friends list about your business, your products, etc. After all, it’s part of your life right? But, if you want to keep the Facebook Gestapo away, don’t include a link where they can buy them. There’s actually a proportion that you can follow to be safe.
Be transparent about who you are
Complete your profile completely. Put actual information about yourself or your business. Use real names, real locations, and real images. This not only lets Facebook know that you’re real but helps build trust with your page’s followers.
Use the 9:1:1 Ratio
Ask any professional social media manager (that’s us), and they will tell you that your posts are best served like this:
9 nonmarketing posts – educate, inform, inspire
1 promotional post – buy, book, join
1 personal – employee spotlight
Now, these are just examples of the actual post content, but you get the idea. Don’t shove your product down people’s throat. But, that’s just good business etiquette anyways.
Slow your roll – space out your posts
Don’t “machine gun,” your posts. Let things simmer a little bit.
Whether on your personal timeline, your business page, or a mix of the two, resist the urge to blast all of the various groups that you’re in with the same message. Think of the Facebook police as having a radar, and posting in rapid succession as speeding. Except to Facebook, you’re not considered a speeder, you’re considered a SPAMMER.
Whether it’s because of enthusiasm, in a productivity rush or persistence, we often end up posting identical content in multiple groups or pages at the same exact time. This is the type of behavior that gets us into trouble with the “Facebook Sheriff” as he’s on the hunt for SPAMMERS.
So how long should you wait between posts?
(puts on our Facebook Lawyer hat). Here’s a good rule of thumb. If you find it necessary to post the same content on multiple pages, keep at least 3-5 minute time intervals between postings. This allows you to appear as a real person, and not an automated bot.
Use original and authorized content
Much like Google does, Facebook wants to provide a good experience for its users. One of the ways they do this is by encouraging original content. Don’t steal from other people. Keep both your content and photos original.
Use your own content
Don’t just ctrl-c and ctrl-v someone a competitor’s post. Your brand has its’ own story to tell, tell it in your own words. Simply spinning someone else’s content is stealing, not to mention could be marked as spam. Too many posts marked as spam and boom – you’re blocked by Facebook.
Only use images you are authorized to
Resist the temptation to download an image from Google image search and insert it into your post. Even if you tweak it in some way and post without proper permission and licensing it could be considered an intellectual property violation (which Facebook takes very seriously). In extreme cases, the photo’s original creator/owner could even take legal action against you.
Instead, use original photos, they add authenticity to your brand. If you absolutely have to use stock images, make sure they have a creative commons license or similar.
Don’t act like a spammer
Remember, Facebook wants to create a good user experience. This means that they take security and privacy very seriously. Here are some good ways to not piss your friends off, and stay out of Facebook jail.
Don’t send random friend requests
Only send friend requests to people that you actually know or want to connect with. Remember, social media is all about people. Nothing will aggravate someone (and Facebook) more than random, unsolicited friend requests.
Plus, when you send someone a friend request and they deny it, Facebook will even ask them, “do you know this person.” Too many people clicking the no button will cause you to get flagged as a spammer.
Don’t message your entire friends’ list at once
There’s a reason why Facebook only allows you to send private messages to only 20 people at a time. The intention is for group conversation, not for a business owner to blast out their newest sale or send unsolicited spam. If you create a massive group message, and people leave out and mark it as spam, Facebook will throw you in their slammer.
Quit inviting your whole friends’ list to like your business page
We’re going to go into much more detail about this in a future post, however, you should avoid the urge to invite your entire friends’ list to follow and like your business Facebook page. Here are 2 reasons why:
- It’s aggravating – Who wants a timeline full of X invited you to like Y page? If you want to like a page, then you won’t need urging.
- It’s counterproductive – Hey social media marketers – you’re screwing your clients and you don’t even know it. A bunch of random, unsolicited people who like your page but don’t participate can cause your page’s posts to be shown LESS. Fewer likes with more engagement = a happy Facebook algorithm.
How to get out of Facebook Jail
Ok, so you didn’t know or learn those important Facebook terms. Perhaps you chose to roll the dice. Either way, you’ve found yourself in Facebook jail and need to get out. Use your one phone call and get in touch with us, and we’ll talk you through making bail. We’ll even do it pro-bono.