Social media is a powerful marketing tool. But when it is used the wrong way, being present on social media can have a negative effect on your business. Making mistakes will cost you goodwill and prospective customers. Find out the biggest social media mistakes, and see how your business can avoid doing just the same.
Mistake 1: Being everywhere
There are so many social media platforms out there; Companies use Facebook, Twitter and Instagram toget their message to consumers. And that is just a fraction of the possibilities that are out there. When it comes to social media marketing, more is not always better. There is a big misconception that all social media sites are suitable for all businesses.
Start with researching your audience. Know who they are, what they do and where they spend their time online. If you know this, you can choose the networks that have the most targeted prospects. Instead of spending your marketing efforts and resources on many different channels, the best thing to do is choose a couple and focus your efforts on those.
Mistake 2: Treating all social media sites as if they are the same
If you are working with point 1 wrong, you are probably doing this as well. When companies are everywhere, they often make the mistake of creating one message and tweet, post and share it through different channels, not realizing the one message might not work on Facebook the way it works on Twitter. All those social media platforms have its own language, customs and most importantly audience.
It is not easy to come up with original and relevant content for so many different channels, but make an effort to understand how each individual platform works and tailor your messages and content to be platform specific.
Mistake 3: Being a poor listener
It doesn’t matter if you are a new company just starting to use social media or if you are a huge multinational with a million dollar online marketing budget: not listening to other is one of the biggest mistakes out there. Many businesses use social media as a traditional marketing medium, but social media does not exist to boast your products or services or to only talk about yourself.
Social media is all about online conversation, it’s a two-way street. Keep in mind that your social media network consists of your customers, prospects and potential partners. Don’t talk to them, talk with them; engage with your network and create relationships and a positive reputation. Take the time to listen to what they have to say and your business can learn from that.
Mistake 4: Not creating original content
Like mentioned earlier, there is not one social media channel that works the same and coming up with original and engaging content for each of those channels is difficult. Don’t barge into timelines with dull opening lines and images that have been used a hundred times before.
Try to incorporate your business’ personality into your posts, make use of humor (only when appropriate of course), and try to genuinely connect with your customers. Your objective should be to stimulate engagement, not rehashing the work of others. Keep that in mind and traffic will improve and new visitors will be reached.
Mistake 5: You do not measure results
What use is your marketing for if you have no idea if it is generating leads or sales? Are your updates reaching the right people? It does not matter what marketing tool you are using, the last stap should always be the measurement and analyzes of your results.
Every social media platform have analytics built in and Google Analytics is free, so there are no excuses for not doing it. You have the capability to see how every blog you write, every tweet you tweet and every ad you put out there brought you (or didn’t bring you) new customers. Find out what is working and do more of it. Find out what it not working and keep it out of your strategy.
There are a lot of mistakes that business can make when they use social media. And there’s no doubt they will keep making mistakes along the way. But as always with mistakes; make use of the mistakes you make, learn from them. The key is to constantly question what you are doing and how you are doing it. Make sure to measure results and improve on the things that don’t work and make use of the things that do.
Social media will always continue to evolve and change as new capabilities are discovered. Understanding these mistakes is the first step to avoiding them.