7 Common Social Media Mistakes to Avoid This Year
By this point, most of us are familiar with the major social media blunders (like buying followers), and how we can go about avoiding them.
However, there are a few more subtle pitfalls that are easy to walk into. Here are a few of the most common mistakes social media marketers will make this year, if they’re not careful.
No Strategy or Plan
Most businesses are aware of the phenomenon of social media marketing, and have some idea that it’s a thing they should be doing.
Unfortunately, a lot of brands make the mistake of not having a plan in place before they begin their social media marketing journey. They often underestimate the preparation it takes to see a successful campaign through to the end.
With a good social media strategy in hand, you will manage a more consistent approach that supports any goals you have set. Your plan will help you build at a steady rate, keep your audience interested, and attract new eyes to your content. Watching other brands’ social media strategies unfold can give you a better idea of what’s coming, as well as offering insight into the best areas in which to be active and present. The key to success in campaigns like these is repetition and sustainability. It may not seem like a big deal to be loosey-goosey with your online presence, but your customers will react to your consistency, or lack thereof.
No Defined Branding (Voice/Look and Feel/Brand Story)
At this point, marketers should have a good handle on the fact that today’s consumers require a personality from their products.
Not having a defined brand voice at this time of exponential social media use is a big mistake. It’s also an easy one to make, since previous generations of advertising strategy succeeded with a lot more focus on generic accessibility.
If you want to find the heart of your demographic, you must have a well-defined sense of who your brand is. You can break this down into several manageable categories including:
- Defining a distinct voice for your captions
- Defining a distinct look for your content (creating a theme)
- Consistently posting content that is relevant to your brand
Customers these days are looking for a story, and telling that story in a meaningful way will attract your potential customers.
Incomplete Social Media Profiles
If you’re not going to finish your social media profile, you may as well not make one.
Half-completed social media bios and missing information are a clear sign of sloppiness that will leave your target audience thoroughly unimpressed.
You only have a few moments in which to capture the attention of whomever is visiting your page. Fill in as much information as possible-- make sure the “About” sections are full, the contact information is easy to find, and even consider making an FAQ. All of these elements go towards creating an impression of your business as one that cares about its customers’ experience.
Furthermore, less-fleshed-out profiles are likely to rank lower in searches. And on certain platforms, like Instagram, the new features are automatically set up for some business profiles specifically because their info is filled out correctly.
Don’t forget to hashtag keywords in your Twitter and Instagram bios (where it make sense!) and show a little personality throughout the “About Me” sections. Your profile and header images are another way to show personality, but make sure they’re high quality and as creative as possible.
Not Knowing Your Audience
This may seem like an obvious one, but it’s surprising to learn how much information is available on your audience that you may not yet be taking advantage of.
Information on when they’re active, what resonates best with them, and their adjoining interests can all be massively useful.
There’s a lot on social media to scroll through. One of the best ways to make your brand stand out from the noise comes through understanding who you’re talking to and how to tailor your messages so that they’re understood by, and relevant to, those belonging to your target market.
Nobody wants to be talked at, either. One of the reasons social media marketing is so effective in the current consumer climate is the opportunities it offers for communication and relationships. Consumers are sick of brands sending out blasts from the void, bombarding them with homogenous messages clearly meant for anyone and everyone willing to look. Modern social media marketing is about adding value to your customers’ lives, not just selling your product.
Another part of knowing your audience is knowing where they are. It may be tempting to establish presences on as many different social media sites as possible, but it’s much more efficient to eliminate any networks that aren’t working and funnel your efforts into networks that convert at a higher rate.
Posting Too Often/ Not Enough
Returning to the topic of brands sending out blasts from the void: it is entirely possible to post too frequently on social media.
Adding activity on your end does not necessarily translate into more activity from customers. Repetition may be key, but if you plug your own brand too frequently, it will feel to your customers like an imposition and makes you easy to ignore.
We suggest posting at least three times a week to keep your engagement and growth going. The only way to find your personal best method though is to pay attention to your analytics, learn, and adjust.
Not Taking Advantage of Network Tools
Those analytics really are undervalued by a lot of brands, and failing to use them to their fullest extent is a big mistake.
Platform-specific tools allow you to present content on each channel in an individualized and creative way. The major social media platforms all have slightly different UI/UX formats, and delving into each one specifically is a better way to reach a maximum number of people.
Explore the unique features of each platform, like Instagram Stories, Twitter polls, Instagram polls, stickers, and emoji sliders, and multiple image posts. There are a lot of interesting tools at your disposal from each separate social media network.
Not Responding to Comments/Complaints
Don’t ignore your customers. If you’ve developed a careful social media strategy, a big part of it should be spent managing your interactions with them.
Take the opportunity to show customers you care about them, and not just your bottom line. If there are concerns you can’t resolve, you can usually move the conversation to a private channel and work on a solution from there. Make sure you are consistent with this-- reports on your platforms from customers who reached out and got no response can be a big deterrent for new potential customers.
One more note on social media mistakes: the internet works fast enough that there is a lot of room for them.
Don’t be afraid to test, experiment, and have fun. Audiences are changing all the time, and social media itself is constantly evolving. Concentrate on showcasing your brand’s personality and have fun-- with a little advance planning, your social media presence will be well on its way to success.
To help you plan an effective social media marketing campaign, visit CROWD. or send us an email to firstname.lastname@example.org.