Five Social Media Mistakes Everyone Makes And How You Can Avoid Them
Brands are going for posts with the fun factor or the serious thought-leader vibe. We've seen them all.
And many brands are doing a great job. At the same time, some are not able to hit the mark.
Every time they make a cringe-worthy engagement, we would know that they haven't got a solid social media strategy in place,
Which leads to a lot of mistakes.
Of course, it will lead to many errors. Social media is a skill set with know-how, twists, and ideas to make it work for you.
So don't worry if your brand is flailing on social media.
Intelligent social media establishes brands up. It builds awareness and also develops trust and integrity. It draws the potential customers in like black magic until they become customers.
A faithful customer always spends money.
If executed correctly, social media will produce outstanding results for your business.
So let's know what five social media mistakes are? And how do you avoid them?
1. Spray and Pray
Many companies know that social media matters nowadays. The thing is, they don't know how to do it and from where to begin.
So what do they do? They spray and pray. Also known as the spaghetti approach, you throw it against the wall and see what adheres.
You would be shocked to know that a bunch of random posts without a strategy won't get you in the FTSE 100 any time soon.
Lauren Brener, one of the brainchild behind social legends Duo Creative, identifies social media without a social strategy is similar to a business without a clear business plan. You don't know what you're doing, why you're doing it, or how you'll see if it worked.
And she is correct. More than three-quarters of brands strive to create a joined-up experience across channels for their customers.
And why is that?
Because one of the reasons is social media is treated as an afterthought. While traditional marketing strategies are carefully planned, based on insight, and measured to within an inch of their lives, social media is thrown on at the end.
And it just doesn't work.
Developing an excellent social media strategy is similar to creating a business strategy; both take identical efforts. What's the obstacle? What are you trying to accomplish? Who's your target audience, and what do you know about them? How will you measure success?
2. Not getting personal with social media platforms.
Every social media platform has its character.
Not good news for smaller brands with small resources. It can be time-saving to share the same content, be it blogs, articles, or video content on Facebook, LinkedIn, Instagram, and other platforms.
Keep in mind that social media is not a single channel. It's a collection of different channels. Your content – and how you present it – should be personalized to the various platforms you're sharing.
- LinkedIn: A professional platform where the content should be relatively straight with a small pinch of personality thrown in to keep it accurate.
- Facebook: A little personal platform with a lot more personality. You can post fun content here.
- Twitter: A platform for a debate and a chat – a perfect spot to spark up a conversation with an influencer.
- Instagram: A platform for art, visuals, and something to please the eyes. So please show us what's cooking behind the scenes or give us a sneak peek of your new product.
Think of it this way, and you would talk in a certain way with your grandparents and in a certain way with your friends. Use the same approach when it comes to social media.
Social media is like building relationships.
Like any other relationship, they are built over time. Sure, there are instances where there is an instant attraction. But long-term support, loyalty, and love need a lot of work and effort.
If you're not cautious, you could fall into a social media loop, which goes something like this:
- You determine your brand needs according to your social media plan because that's what all the top brands are doing, right?
- You post for a few days. Then a significant project comes in, and your social media activity fades. After some time, you start posting again with some more random posts.
- You don't see the engagement and results you were expecting and feel bad.
- More time passes, and you decide you need to up your social game.
You're in the loop. And you're not the only one there! Making time for social media is one of the most important things to do.
Just like relationships, social media is a long game. If you want your potential customer to form a relationship with your brand, you must work very hard and be consistent. Daily, planned out content must be published every week, month after month, year after year.
There are loads of tools and methods to help you keep the content flowing every day. And it doesn't even require half of your week.
It would help if you had a simple calendar and plan over the next few months, so you don't need to struggle for ideas. Please have a look at some handy tools like Sprout or Hootsuite created to make it short work for you.
Or you can contact a social media agency that breathes social media who has worked with some of the biggest names in the industry.
Engage consistently. Social media platforms' algorithms give more preference to accounts that post daily, and more people interact.
You need to get yourself out there and interact with more people. You'll quickly find that more people will see you on their feeds more often.
4. Ignoring the influencers
Consumers are very skeptical. They spot old-school marketing a mile off. They don't believe what brands tell them anymore.
Enter the influencers.
Stars, celebrities, industry experts, those who've built huge followings one way or another. Influencers have trustworthiness, often huge followings, and, as the name suggests, significant influence.
The idea of using a big star to endorse a product isn't new. The difference is that with the rise of social media, it has become much easier for small brands to tap into the market and build a relationship with an influencer.
If you ignore the influencers, you lose out big on your brand.
5. Pressing on blindly
So, you now have a polished strategy. You're targeting the platforms, and you're posting regularly. You're friends with influencers who come over for the party you host.
Now, do you:
- Continue doing that forever, and hope for the best, OR
- Keep developing and improving so those influencers haven't forgotten to invite you to the party they host
But you would be astonished to know how many brands find themselves ending up with option A. Instead of measuring, answering, and improving, and they keep going on.
Ultimately, that stops working.
Social media is not a bullock-cart but rather a fast-moving vehicle. If you want it to work for your business/brand, you must keep pace with it. This is why you need to be testing and measuring what you're doing.
What content sparks the interest of your potential customer? What's making tides, and what's barely making a ripple?
Exactly, what type of your content is leading to conversions?
Use your analytics to find the answers, And then develop your content accordingly. What made the whole world collapse one year ago might be falling flat right now.