5 Social Media Mistakes to Avoid at All Costs
Social media marketing is a powerful tool in the online world. In fact, Facebook and Twitter are the two main drivers of visitors to company web pages, and those visitors are far more likely to become paying customers (Optify).
However, successful social media conversions are only possible when you engage with social media thoughtfully. Make too many mistakes, and you will see your follower count drop – along with your revenue stream.
Failing to Create a Strategy
There’s a reason business plans get a lot of buzz in the startup world. Just as you need to figure out your business’s niche, product, and audience, so too do you have to approach your social media marketing strategy in a similar way.
- What is your goal in using social media? To gain likes and followers? To create a new source of sales leads? To cement your brand’s authority? If you don’t know what your goal is, you won’t attain it.
Stretching Yourself Too Thin
You’ve signed up for an account on Facebook. And an account on Twitter. And accounts on LinkedIn, YouTube, Pinterest, and Tumblr. Um… What?
The key to getting a positive ROI from your social media marketing is to put enough time and effort into the platform to successfully engage your followers. Unless you have a dedicated social media team on staff, you simply can’t keep up with that many platforms.
- Instead of trying to spread yourself across too many social media platforms – and failing at all of them – try focusing on just one or two. When you limit your social involvement in order to really concentrate your engagement efforts, you’ll get a much better response from your followers
Forgetting to Diversify
What kinds of content are you sending out via your social media channels? If you’re always posting the same thing – especially if it’s always self-promotional – your followers won’t be engaged. You can increase their engagement with your company by making sure to vary the type of content you post, such as:
- Your own blog posts, articles, videos, and photos.
- Links to external content that is relevant to your audience’s interests.
- Shares or retweets from other players in your niche.
Ignoring or Deleting Comments and Mentions
58% of tweets about negative customer experiences are still going unaddressed by companies on social media (Bluewolf). Responding to your social mentions – positive and negative – will help you address customer service issues, engage with your followers, and give you a good reputation.
- If you receive a negative mention or comment, no matter how bad it is, don’t delete it.
- Ask the customer to call or email you, and keep your tone helpful and polite.
- Reacting poorly or deleting posts can give you a bad reputation that will be hard to shake.
Not Tracking Analytics
Just as you measure the success of your SEO and email marketing campaigns with analytics software, so too should you track and assess your performance metrics on social media. You can use the metrics provided by the platform or utilize an external software program to gain extra functionality.
- Measure the quality of your followers, the popularity of your posts, and the extent of your influence in order to gain data that will inform your future social media marketing efforts.
Your social media efforts can be a great way to find and market to new customers. Make sure that you’re using social the right way, for the right reasons, and avoiding the kind of mistakes that can give your business a bad reputation on the web.