Social media is challenging.
With a range of social platforms from Facebook, Twitter, Pinterest to Snapchat and Google Plus, ever-changing algorithms to the dynamically changing ad space, it is tough to feel you’ve got it all.
In between this chaos, businesses tend to make a few mistakes that can cost them leads and reputation. A few of them listed here have resulted in social media nightmares for a few companies.
Oh no! Did you read those?
But, there is no choice. Social media is a non-ignorable tool in the B2B or B2C space.
Let’s look at 6 mistakes you should avoid at any cost.
1. The Absence of a Social Media Strategy
Let’s start with the basic and most common mistake businesses make on social media.
The absence of strategy! or Absence of “social media marketing” from marketing plans.
Did you know that less than 20 percent of businesses say that their social media strategy is mature?
Isn’t that surprising?
Your social media strategy should build on your online presence and not allow it to dwindle. Be as elaborate as possible and include goals, investment regarding money and time, target audience, platforms, and your brand voice. It is important to have a consistent brand voice across all platforms at all times.
If you do not have any predefined goals and targets, it is easy to lose tons of time and reach absolutely nowhere with your efforts.
Lose the “set it and forget it” policy and start working on a detailed plan.
2. Being All Over Social Media
We have seen businesses launching an account or page on Facebook, Twitter, Snapchat, Pinterest, Linkedin and what not!
You want a widespread online presence and do not want to forgo any customer base.
But, the key to positive ROI is to stick to a few high yielding platforms. Focus your time and effort on a few platforms that give you a higher amount of referrals and engagement. For this purpose, it is important to track the right metrics.
And, that is why
Monique Mansour of Katie Wagner Social Media says “when it comes to your social media channels, start small. Remember, people prefer quality businesses and products, and having an online reputation for quality both on your website and on your social media channels will help you get noticed.”
3. Sharing the Same Post on Every Social Platform
We get it. It saves time!
However, the dimensions and manner in which social media platforms work are different. For example, you need to remove the link from the facebook post and stick to a 280 character tweet.
Similarly, Pinterest has a specific pin dimension which works better on that platform.
Choosing 1-2 platforms that work well for your industry, it will be much easier for you and your team to customize social media posts and focus on increasing engagement rates.
4. Absence of Human Touch and Scheduling Social Media Posts Completely
Avoid being too buttoned up or corporate.
People trust people, not bots and computers. After all, social media is about communicating with people.
A faceless corporation will never get the proper traction on social media. It is imperative to add human touch while posting on social media. For example, avoid automating and including standard responses for everything.
While automating social media posts saves you time and increases efficiency, it is best to make conversation with the visitors regularly.
“One BIG mistake that I see companies make on Social Media is thinking that you can stick social media on autopilot and somehow it will generate revenue. Business is done between people and you need to show up in a human way. Building ongoing relationships is crucial for every company. While there is a place for scheduling, you also need to learn to listen and to have conversations on social media.” — Nicky Kriel, International Social Media Trainer, Speaker, Consultant, and Author
That said, keep emotions in check in case of negative feedback or comments. Most situations can be resolved reasonably and the best way is to avoid any confrontation or blaming the buyer.
To sum it up, you may think that social media can be used for “dropping your link” but in reality, social media is about making conversations and engaging people.
5. Hashtag Abuse or Now Hashtags at All
Using both, too many or too little hashtags is a problem.
While many businesses use no hashtags and lose out on being a part of bigger conversations and ongoings trends, many others use too many hashtags and look spammy.
“10 years of hashtags and they’re still the most misunderstood aspect of social media. The main purpose of a hashtag is to get into larger conversations with people who aren’t your followers.” — Carmen Shirley Collins, Social Media Lead, Talent Brand, Cisco
So, the next time, you are posting something on social media, use 2-3 most relevant hashtags.
6. Focusing on Vanity Metrics and Ignoring Aspects Like List Building
It is important to focus on metrics that highlight the ROI. If you are caught up with vanity metrics (traffic, likes, shares, etc), you will never be able to get a positive ROI from social media. Instead, focus on engagement, reach, leads, and conversion.
Look, it is simple.
You need to build your business. So, in Leslie’s terms, Owner of Becoming A Blogger –
“Too many social media marketers focus all their efforts on building their following solely on social platforms. This is a mistake. You don’t own these social platforms. Instead, focus on using those platforms to build something you own and control – your blog and email list. Social media is tremendously valuable, but be smart: Build YOUR business, not Mark Zuckerberg’s.”
There you go.
These are the top 6 social media mistakes that all businesses, whether big or small, should avoid on social media.
Social media is one of the biggest marketing tools today and it can make or break your brand within seconds. So, make use of it but be very careful with it. If you utilize it properly, you are bound to witness positive ROI.
Building a strong and impressive social media presence isn’t quick and easy, but avoiding these 6 mistakes will streamline your efforts in the right direction.
About Vikas Bhatt
With 10+ years of B2B Lead Generation, Vikas Bhatt now runs OnlyB2B, a reputed B2B Demand and Lead Generation company from India that serves most European nations, the US, Mexico, and Canada. Vikas is a renowned Demand Generation expert, motivational speaker, and a B2B entrepreneur. You can connect with Vikas over email: firstname.lastname@example.org