Think of implementing social media marketing as a sprint instead of a marathon. A lot of people expect the job to be quick and simple but that’s not the case.
Social media mistakes to avoid / common social media mistakes –
You can’t get into it and commit a month to social media then step back and hope it all works out in the end: the entire plan will fall by the wayside and you won’t have anyone to blame but yourself. Give it time to grow and be there to make sure you adjust the details of your plan as needed. Remember you are building relationships – so commit at least a year to engagement and advertising before you can expect to see real traction.
Not having a strategy
This would have to be the biggest mistake anyone could make when running any type of business. Have a clear strategy and understand why you are using it and what you expect to get from it. Also, keep tabs on the movements on your social platforms to make sure you’re on track and have what you need to support the totality of your efforts just in case you need to protect the entire campaign from being disjointed.
Just because you have good content and can keep your audiences engaged indefinitely doesn’t mean you should go out on a relentless rant about whatever you think is important. The core of what you’re doing should be to make connections; and, just like what happens in the real world, (away from the internet) people will like you more if you seem to listen to their rambles and want to help them. If you’re constantly talking and not paying attention to the feedback then you’ll miss out on a great deal.
Posting bad feelings
This happens more times than you’d imagine. A few CEOs have resulted to using sites like Twitter to air their bad feelings, starting pointless arguments with competitors, workers, etc. some people go as far as posting derogatory language and that’s about as low as anyone can get. Try to remember ethics and conduct yourself professionally- that way people will respect you and you won’t have to worry about brand image.
Not moderating self-promotion
This happens occurs more in small businesses where the owners spend most of their time trying to market or promote themselves. Don’t forget social media is constantly evolving; so what you’re doing now might not appear to hurt your business, but your brand could suffer later on. Look at the forums and find out what the customers are saying. And don’t forget about the reach you have on social media. It can take over two decades to build a business and watch it go down in 20 minutes because someone wasn’t paying attention.
You cannot expect social media to run your business entirely. It’s not the only way to get results to so polish up the other tools you have in your arsenal and see how you can compartmentalize. Whatever plan you come up with, ensure you set reasonable expectations for your team.
Not making the posts relevant to the customer
Nobody wants to receive 20 tweets a day hearing about you. People want messages that are relevant and of value to them. So give them something that’s going to be interesting, useful and shareable: but don’t send too many messages because you don’t want the consumer annoyed. Keep the messages short, succinct and of value to the consumer.
Not responding to fans: Common mistakes here are Ignoring customers, Not updating content, Bad design and branding, Not responding to or addressing comments and complaints, Spending too much time working on promotional material
Not understanding personal and professional lines
If you’re using your Facebook page to post professional material about your business, try not to make it a platform for your other casual or personal posts. Decide whether you want an account to be personal or professional, but don’t make it both. LinkedIn is a good platform for conducting business professionally, so you could set up there, and use Facebook for more personal content.
Making casual assumptions
If you evaluate many cases of failure, much of it can be attributed to false assumptions. Highlight these assumptions and stay away from them:
- Researching and monitoring aren’t important– On the contrary, it is critical to understand the way your market engages with each other and with your company.
- The best way to initiate customer engagement and interaction is through social media– while social media provides a good platform for businesses to engage with customers, it’s not the only way to interact and it’s certainly not good for every type of business, so check out your customer behaviour.
- It’s impossible to measure ROI– There are dozens of tools you can access online for this, so don’t operate under that assumption.
A business profile is more important than a personable profile
Many companies start out by making company profiles appear as company portals and trim them with a lot of complicated information sans value and relevancy. What this does is increase bounce rates because people check in and then flip out to different profiles and don’t even scroll down. To avoid this, start by creating a profile that people will find interesting. Work on getting them in, engage them and then carefully start propagating your message.
Underestimating the resources needed to put it all together
How much do you think it would cost your business to set up and maintain a decent social program? Look at the math to make sure you don’t have the wrong idea.
Failing to understand that it’s all about building relationships
If you’re getting into social media because everybody else is doing it and it feels as if you’re getting left out, then you won’t have a proper plan to succeed. It’s one of the reasons people go and throw out all sorts of profiles on every social platform worth mentioning, trying to sell the brand to everyone, and hopelessly failing.
When you understand that the concept is relationship-building and give it time to grow and mature, then you’ll make different choices.
Not integrating with other social assets
The way to get the most out of social media is to integrate it with other forms of digital marketing efforts. Don’t leave your Twitter account on an island and hope for the best; link the accounts together and make sure they are all tethered to email, paid ads and search, and the website.
Use these social media mistakes to avoid to help stay away from some of the more common marketing mistakes companies make on social media and remember to use images and other visual content to help get people’s attention so that you can drive the point.