Social media has the potential to be one of your most powerful marketing tools, if used correctly. But, be warned – if not managed properly, it could do you more harm than good.
Here are ten common mistakes made by businesses every day; definitely some for you to avoid.
1. Not knowing your audience
Choose the right social media network for your audience. Where are the people you’re trying to reach? Are they on Facebook? Or Twitter? What about LinkedIn?
2. Setting it up and then forgetting about it
It’s important that you don’t neglect your social media page once it’s set up. How many times have you looked at a company’s page, but they haven’t posted on it for months? How many Twitter accounts have you seen where the person has never tweeted? Neglected pages tell customers they could be neglected too.
3. Over posting
Although it’s important to get your message across, post too often and people will ‘unlike’ you or stop following you. Studies show that posting 1.5 – 2 times per day can be most effective.*
4. Over selling
People don’t follow you so you can sell to them. They want to find out more about you and what you are doing, converse with others and basically learn about the world.
5. Not having a social media policy
Set out guidelines for the people who can post on social networking sites on your company’s behalf. If you don’t, their posts could cause your brand damage.
6. Treating all social media sites as if they are the same
Every social media network is different and people behave differently on them. So do a bit of research beforehand and never ever blast the exact same message across all as it will come across as fake.
7. Not giving people enough information
Most social media sites give you a little space to add information about your company. Make sure you include your location and website as this is often the first thing people will read.
8. Ignoring negative comments
You cannot afford to ignore negative comments – the smallest of issues could turn into a PR nightmare. Instead, be polite, apologise and offer to contact the person privately to resolve the issue.
9. Not responding quickly, especially to complaints
People can be demanding, and they expect an almost instant response from posts on social media pages. If you take too long to respond, you can expect to get a very public name bashing!
10. Not measuring your audience engagement
Like anything in business, what is the point of doing it if you’re not getting anything back? A good way to measure your audience engagement is to include short links to a resource or web page that can be tracked and measured.