DON'T use Facebook for a fastsell. People don't want to be marketed to and it is a quick turn off. If you have a repair shop or store don't post "Get our gift certificates now." This type of marketing via social media is not effective.
DO offer valuable information for your audience and then mention your product or service. It is much more effective. In other words if you have a shoe repair shop or dry cleaning business, tell your audience how to get rid of stains on your shoes or clothes. Then you can tell them about your gift certificates.
DON'T just copy what your competitor is doing. What works for them may not necessarily work for you. Just because Burberry's Christopher Bailey is "talking" to his fans about the brand on its Facebook page and has fantastic results in engagement does not mean Gucci's Frida Giannini will have the same type of success. There are a lot of different factors in play and duplicating exactly the same thing that the competitor is doing, especially for a luxury brand, is like copying another brand's designs. Not good.
DO research what the competition is doing via social media and then find creative ways to make your strategy even better.
DO engage the audience offering interesting information. No one wants to read that you are attending a staff meeting to discuss delivery schedules. Boring.
DON'T be wordy. People don't have time to read lengthy posts.
DO provide accurate information and use proper grammar.
DO find an audience that can actually utilize your information.
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