Five Social Media Mistakes Companies Make
1. Not Having A Strategy
To be successful on social media, your business must have a clear strategy. The old adage of failing to plan is planning to fail, applies perfectly to your social media marketing efforts.
It’s important to create a strategy that clearly identifies:
- Your business goals
- Your target audience
- What platforms you’ll be using
- The quality content you’ll be sharing and an editorial calendar to help you organize and save time
- How you’ll measure your success
2. Forgetting to be “Social”
People use social media for social interactions, not to be bombarded with promotions. Your posts should start a dialogue and get you interacting with customers in an organic fashion. Listen to what they want, what they need and what they think about your business. The most successful companies use social media to start conversations and build relationships. Engage with your audience by asking questions, sharing interesting content and starting meaningful discussions.
3. Treating All Platforms The Same
Each social media channel has its own audience, language and norms to follow. Blasting the same message across Facebook, Twitter, LinkedIn, Google+, etc. comes across as impersonal and spam-like.
To avoid this, spend time on each channel you plan on using to get a feel for what messages work. Then, tailor your messages and content to be platform specific. Here are some social media statistics you can use to improve your strategy across your networks.
4. Deleting or Ignoring Negative Comments
Prepare to deal with negativity. eMarketer estimates that more than 88% of businesses are using social media this year, and nearly half of them don’t have a plan in place for dealing with negative feedback. Deleting or ignoring these comments will not make them go away. In fact, failing to address the issue is a lost opportunity for your business to correct a problem, improve customer relationships and boost brand awareness.
Instead, monitor your social media mentions carefully so you can respond to negative feedback promptly. Also, have a plan for addressing of negativity that may come your way. Forbes offers the following tips:
Stay positive: Show your customers that you’re listening and that you care.
Stay cool: Think before you speak. Take the time to formulate a polite and professional response that will gain your business respect.
Flip the script: Turn the comment around by highlighting your business’s strengths in a way that tells your story.
And remember, the customer is always right (even if they’re wrong).
5. Not Including Calls to Action (CTAs)
Social media is about building relationships and engaging with your audience. It’s also about building awareness and driving new business. Strong calls to action are essential if you want to drive clicks, traffic, leads and conversions with your social media posts.
Here are some good CTAs that may help you get started:
- Short links to a resource, web page, blog post
- Share, follow us, like us
- Comment below
- Download our whitepaper, view our case study
- Sign up, create an account, join our newsletter
- Get tickets, book now, schedule an appointment
Figuring out how to leverage social media for your business is a trial-and-error process. But remember, you must have a strategy and plan of attack. And while nothing is perfect, getting started is the most important step.
Can you think of any other social media mistakes that companies make? Comment below and let us know!