Everybody makes mistakes and social media managers are no different. Whether you are just starting in this industry or a seasoned professional, it's possible that you have made some bad decisions in the past that might have cost your business profit potential, brand damage or even prospective customers.
We totally understand because it's easy to make a careless error in this ever-changing world of social media. You must check regularly if there are any changes in the algorithm of a specific network. You also must be aware of certain rules that can only be applied on each platform. It does take time to learn what the best practices are and what social media blunders you should steer clear of.
Identifying social media mistakes and learning how to dodge them can help your business develop a great social media marketing strategy. Here are some of the biggest mistakes that social media managers make that might have been keeping you from achieving your full social media potential.
One of the most common mistakes made by social media managers is forgetting to generate content that is specific to each social media network. It's what we call Personalization. It's the implementation of a marketing strategy by which businesses deliver tailored content to its target audience through data collection, analysis and the use of social media analytics tools. Its goal is to connect with your audience by communicating with each as an individual.
Why is it important and why do businesses need this kind of strategy? It is because consumers are more likely to believe a brand when they feel that the company cares about their interests. In fact, 78% of consumers believe that companies who are focused on delivering custom content are more reliable than those who produce out generic content.
Also, consumers expect to be treated as individuals with specific preferences. They do not want to be bombarded with unrelated content on their feed. You can lose followers this way and hinder the growth of your social media channel.
How To Avoid It
We know that it can be difficult to stay on top of your social media tasks especially if you're managing several accounts. You must update this, respond to that, follow here and post there. We also know that it can be extremely tedious for social media managers that's why you consequently sacrifice the quality of your work to get things done hence the lack of time for personalization and custom content. So, how can you avoid it? Schedule your social media content in advance.
When you map out your social media content ahead with the help of a social media scheduling tool, you can spend more time creating personalized marketing strategies and content that your audience can relate to and identify with. By enabling this tool, you can focus on tasks that need a human touch. Not only do you gain your audience's trust, but you can also have a better impact on them online with the help of a smart scheduler.
Not Responding To Followers
Ignoring your audience indicates you have poor customer service practices in place and that's not good for business. Engagement is what helps your business humanize your brand and is a crucial step towards a sale. Think about how your customers and potential customers would feel if you ignore their comments and messages on social media. They may be left wondering if you neglected them on purpose and the idea of that will likely bother them. They may also get the impression that you have no consideration at all for your customers. Is that how you want your business to be known online? Of course not. So, what should be done to become an interactive brand that people will love? Find a social media management platform that can help automate important tasks.
How To Avoid It
Consumers expect some sort of acknowledgment at the least when they engage with brands online, but many social media managers often overlook these trivial details thinking that they're not that important. They're wrong. Every comment or message, whether positive or negative, should not be ignored.
Social media automation, as the name suggests, will automate your social media marketing activities such as responding to comments and messages posted or sent to your social media accounts. This tool can help you immensely if you do not have the available resources yet to have a dedicated social media team to monitor all your profiles online.
If you have comments left on your Facebook page unattended or do not have time to engage with someone who retweeted your status, the intelligent social automation system can do these tasks for you.
Incorrect Use Of Hashtags
What are hashtags for exactly? They're for people to search for posts that have a common topic and to begin a conversation. It's also a way for brands to look for influencers and brand advocates. For businesses, hashtags are an essential part of social media marketing when it comes to growth particularly on social networks such as Instagram and Twitter. It's one way to boost their visibility and discoverability.
A lot of social media managers make a lot of hashtag mistakes online. They only use popular or generic hashtags and think that it would work organically and easily get the exposure they want. Sure, they may get a few likes here and there, but not from their targeted audience or people who are sincerely interested in their brand. So, how can you prevent this from happening?
How To Avoid It:
Do proper research on hashtags that are specific to your target consumer. To help you with your investigation, you can use these tools and platforms below.
- Ritetag - It shows all the trending and popular Twitter hashtags you can use for your business. You can even plug in your own set of keywords to see if they will work or not.
- Hashtags.org - You can track hashtags using this platform. It gives users tips to use hashtags effectively and efficiently in marketing activities.
- TagsforLikes - This tool is specific to Instagram and can only be accessed through mobile, but it will give you a breakdown of the most popular hashtags by category.
Neglecting Core Values Of The Company
If you have inconsistent branding on different social media sites, that's how you and your audience can tell that you have neglected the core values of your company. It's easy to stray more so when you don't have a core description of who you are and what your business is all about. Presenting a consistent brand all over social media is critical which is why you should never forget to incorporate your company's core values into your campaigns.
How To Avoid It
Company values express the things that the organization truly believes in. To show it through your social media campaigns, you can do a dedicated post showing your core values. You can do it once a week, or twice a month. Depends on how you schedule it. One good example of a company that is great at sharing and expressing their values is SAP.
Excluding Brand Advocates
Brand advocates can be influencers in the form of industry experts or bloggers. They can also be consumers or even your own employees who voluntarily promote the brand on their own social media channels. Leveraging this existing community can harness the power of social media marketing and set your business up for success. However, there are a lot of social media managers that do not see the worth of investing in brand advocates and make the mistake of excluding them from their campaigns. How do you avoid this social media blunder?
How To Avoid It
Implement a social media advocacy program (check out this blog we wrote on How To Set Up A Social Media Advocacy Program). Look for fans who support you publicly. You can also see who from your team or employees are singing praises about your business online. Once you find the perfect candidate to be your brand advocate, give them access to social media management tools. You can also have a reward system or offer incentives for the sales they generate. Lastly, ensure that they are on board with your program so always keep in touch with them by acknowledging their activities and mentions on social media using your official business accounts.