If any of your current or future students, members, customers or otherwise have access to a computer (and they all do) then it is your duty to avoid these fatal Facebook mistakes.
Avoiding these mistakes is especially important if you're trying to market your programs to Generation Y.
Making even one of them could damage the reputation of your continuing or community education program or professional development service.
First, the big one: You haven't even set up a Facebook page! So when people search for your program, they come up empty handed. Everyone (about 1 billion people now) is on Facebook, so why aren't you?
Second: You don't have any photo or contact information for people to see when they first hit your page. Without a photo, your page has no identity, and this means having a cover photo and a profile picture. Facebook has a few specific rules regarding both of these photos, so make sure you're up to speed on what those are.
Nothing is more frustrating than visiting a Facebook page in search of specific information, only to find the page owner hasn't provided any of the critical information. At the very least, you need to provide visitors with a website, phone number and address of your program and its main office. Having the business hours listed is great if you have a lot of walk-ins.
Third: You've let your program's Facebook page turn into a ghost town. There hasn't been a status update in months, despite the fact you released a new course brochure or added new events, and the profile picture has been the same for more than a year. Even worse, people have posted questions and they've been left unanswered.
You need to commit to spending time updating the page, pictures and answering questions regularly.
The fourth and final fatal Facebook mistake is a very easy one to make: Every single post is a hard sell. Sure, you want to let people know when it's time to register or if you're introducing a new event, and you should, but you should also work to build relationships. Engage followers with thought-provoking questions, surveys, photo contests, inspirational quotes or other content that doesn't blatantly scream "Give us your money!"
Do you have any other fatal Facebook mistakes to share? What turns you off when you visit a branded page?