Are You Making These Common Social Media Marketing Mistakes?
Social Media Marketing — it’s all anyone is doing and it’s all anyone can talk about. With mobile adoption and usage on the rise, social media is only going to become increasingly popular in the days to come.
It seems like that every company out there has social media platforms now-a-days, even the small businesses. That’s probably because they do.
In a marketplace where it’s hard to get heard or seen, you might be asking how your business can get there? Or better yet, why do you need a social media marketing strategy?
It’s easier for us to tell you the common mistakes to avoid. Yes, you can do a lot of good things with your social media strategy, but if you’re making these mistakes, you’re most likely negating any positive process.
Not having a social marketing strategy at all
First things first, you need to create a social strategy for your business. Especially if you are a small business competing with the big companies, a social marketing strategy is where it all begins.
A social strategy starts with a plan. Start by identifying the following things:
- Target audience
- Campaign run time
- When your target audience is online the most
- Research competition
- Long-term and short-term goals
- Appoint roles to staff
- Have a content strategy
- Create an editorial calendar of when to post
- Track your results with analytics
It’s a relatively easy step. All this takes is blocking out some time to sit down with your team members and hash out what exactly you want to get from your social media accounts.
Undervaluing man power and time
Posting, monitoring, researching, and analyzing your social media takes a great amount of resources and time. A big mistake businesses make is underestimating the staff and time it will take to properly execute their goals.
Even if you run a small business, the days where you could hire an intern to pick up this job on the side are long over. In most cases, a full-time staff member or multiple are necessary.
Not only is this person creating engaging tweets, but they are interacting with the customer and answering any questions they might have.
With all of the platforms out there, it’s crucial to have someone dedicated to social media as part of your team.
Using too much sales talk
Chances are, if all your company does on their social media accounts is post about their latest promotion or latest product or service, the numbers aren’t turning out so well.
Put yourself in the everyday social media user’s shoes — would you constantly want to be bombarding with sales-like tweets? Is it that really entertaining to them?
Too often do companies focus on pushing and promoting and not engaging with their customer. If you want to build your companies branding, you start with creating quality and valuable content your target audience wants to read.
Conversion marketing is a gradual process satisfied through a mix of promotional posts and everyday engagement. Too often social media forgets that.
Not thinking before posting
I’m sure you’ve heard the social media horror stories and the biggest social media fails of this year. In a world where we always want to be part of the conversation, it’s important to make sure we know what the conversation is actually about.
Total Beauty posted a tweet earlier this year that showed a picture of Whoopi Goldberg except the company mistook Whoopi for Oprah Winfrey. Those are two people you don’t mess up.
Or, when DiGiorno pizza tried to get in on using the hashtag #WhyIStayed and didn’t realize it was to raise awareness about domestic abuse.
These are both instances where we can learn from these companies major fails. Always research and think before you post. The extra time and effort going into it will be worth it!
Dealing with a disaster like this will never be forgotten.
Not interacting with your audience enough
In order to build a consistent following and keep that following engaged, you need to be posting on a consistent basis. Along with this, you also need to be listening and responding to your audience.
Take Twitter. A small business should be posting at least twice a day. Larger business should be posting multiple times a day. This doesn’t take into account responding to your users and posting on other social media platforms.
Use a post scheduler and analysis tool, there are so many out there to choose from that you can tailor based on your business metrics.
If you’re not actively commnunicating with your users, you won’t get into their minds and they will forget about you.
Listening to your customers views, comments, likes/dislikes and any piece of information they provide you with should be looked at with high priority. Answering these interactions and letting them know you care is very significant to your social media success.
Forgetting about your analytics
Having a strong analytics plan in place to measure your social media strategy and campaigns is absolutely necessary. If you don’t have this, you could be doing the wrong thing forever and never even know it.
This all starts with identifying your baseline measurements, which is where your numbers start. Having benchmarks in place and being able to compare your current numbers to your previous numbers is how it works.
Your analytics and baseline measurements will allow your company to determine the success or failure of a campaign.
Other valuable things your analytics can show you is if your targeting the right audience, if your posting at the right time, and if your even posting about things that interest them.
Paying attention to the wrong things
It’s a common misconception the social media age has brought us. We see the number of followers and automatically think because of the number, it’s a dominant authority.
However, the number really doesn’t matter in the grand scheme of things. Rather, it’s the quality of the followers that matter. There are so many scam social accounts out there that say they can increase your follower base but none of these followers are ones that would make a difference.
If your company’s goal is to build the number of followers, this is all wrong. The focus should be on building quality relationships with your users to then create more leads and followers.
Building a real follower basis can lots of time but it is well worth it in the long run.
If your business is making any of these common social media marketing mistakes, it’s time to take a step back and re-evaluate. It’s never too late to learn and adapt your strategy.
Social media is an ever changing world and it will only continue to get more complicated. If we focus on providing content our users want to see, when they want to see it on a consistent basis we are on our way to conquering social media marketing.
What are common social media marketing mistakes you’ve seen? We’d love to hear from you!