Social media done the right way has enormous potential to build your brand community, grow your customer base and skyrocket ROI. But all your efforts can be undone if you’re still making social media marketing mistakes.
Here, we tell you about some of the most common social media marketing mistakes to avoid and “how to do social media” in a way that brings the results you need.
Apart from helping your brand connect with target and existing buyers, social media widens your brand’s reach and adds to its recognition - as long as you avoid the common social media marketing mistakes and stick to best practices.
According to a study by Statista, “90 percent of U.S. businesses use social media for marketing and promotions.”
However, “80% of companies think that they deliver exceptional social media customer service”, points out Smart Insights, “while only 8% of the customers of those companies say that they agree with this.”
Making mistakes is human. We all make them.
But learning from our own and other peoples’ (brands) mistakes around us is very helpful. This article highlights 12 examples of common social media marketing mistakes and gives you some tips on how to avoid making those mistakes.
#1. Not Having Any Social Media Marketing Strategy
Thousands of businesses around the world, even some of your competitors, are using social media effectively to reach their audience and promote their products. Frankly, every brand that takes its business seriously should make the same effort, and learn “how to do social media”.
Develop your brand’s very own social media strategy - it’s an essential foundation to everything else that follows. And having a social media marketing strategy doesn’t just mean making a certain number of posts per day, it’s quite a bit more than that.
An effective social media marketing strategy includes an action plan and clearly defined goals. It also describes the types of posts – images, videos, blog URLs, reshares, retweets, hashtags, events, and defining your social media brand tone of voice.
#2. Not Tracking Your Results
However, to expect amazing results from your very first post or campaign is a bit optimistic. It always takes some tweaking and testing to start getting the best results - so, track and learn from your social media campaigns and continue toward your business goals.
#3. Thinking Each Social Network Is the Same
Each social platform is unique in many ways. Different social media channels have different strengths, features, marketing tools, and also diverse audiences with varying demographics, behaviors, and interests.
So, bear in mind your updates and marketing strategies for each social network should be distinctive and tailored to the audience on specific platforms.
#4. Avoiding, Deleting, Counterattacking Negative Comments
Let’s see this from a different angle. That is your chance to turn the complainant into a loyal customer – one that returns as well and tells others about your great customer service. In fact, it helps boost your online customer loyalty efforts.
Take negative comments seriously and try to resolve the issue(s) the customer is facing. Engage with them initially on the thread then try to take the conversation onto back-channels and deal with it more privately.
#5. Not Engaging With Customers/Followers
When someone replies to your post, make sure your social media team responds too – and as soon as possible. The more you respond (like or comment back) the more your customers will want to engage.
Each comment on your business page is an opportunity to increase engagement and invite more users to participate. And when you are actively participating, you can expect follower growth and a higher engagement rate.
#6. Not Targeting Your Target
Having a generic or all-inclusive audience is like shooting in the dark. Your posts are not going to bring any engagement if your audience – the ones who are actually interested in your products – does not see them. For broad, generic audiences, your products or services will likely be of no interest.
Define a buyer persona. Based on that, identify the different segments of people (such as age, gender, city, state, industry, preferences, etc.) and deliver your campaigns in a tailored and personal way.
#7. No Human Touch
For brands, social media profiles are a place where they can show their human side and connect with like-minded humans. Just as humans greet and connect with each other, your brand page too should too.
Social media is for socializing. Use it to show your audience that your brand is a social creature just like them - it’s an effective way to build trust.
#8. Too Much Brand Promotion
Keep your promotional activities to minimum. Best-practice says follow a pattern of posting one promotional post for every four non-promotional posts.
Non-promotional updates can be reshares, an image or photo that shows your brand culture, or your office or your work culture, how-to guides, infographics or blog pieces. Try to share something that brings value to your audience.
#9. Buying Followers
Some people organize contests and give out free goodies to increase their follower base on social platforms. This may sound like a non-risk move, however, this can bring followers that are interested in goodies but not your products.
Rather, use your social network to offer free valuable, useful content that has been created to help your audience and see your followers count grow.
#10. Not Being Regular
Once you have a strategy and become regular with your posts, not posting for a single day can affect your impressions and engagement rates, damaging your social media marketing efforts to date. Not being regular with your updates means your content can get hidden from most of your followers.
As a solution, smart social media marketers schedule their posts automatically for certain times of the day or week. You should also avoid posting an update just because you have to - but planning your publishing on a social media content calendar will preclude that.
#11. Unedited, Unproofed Content Going Live
Make it mandatory for your managers to double check every piece of content scheduled to be published. Check for errors on the images, videos, and texts on graphics, too.
#12. Not Using Paid Promotional Tools
Deliver your interactive, appealing content such as images and videos, get leads, and sell using the paid advertising channels of leading social platforms - it can really boost your ROI.
Take an audience-first approach - set a clear strategy with objectives, bring value to your customers, demonstrate customer care, don’t be sloppy, and fulfill audience expectations. If you put these tips into practice you should be well on your way to having social media that grows your customer base and skyrockets your ROI - which is what we all want.
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