Social Media Marketing Do’s & Don’ts


By Diana Smith

The world of social media marketing is a tricky and complex landscape that a newcomer might have trouble navigating. On the surface, social media marketing is something that we encounter every single day, however, encountering it as a user is in no way the same thing as approaching it from the standpoint of a marketer. Here are some simple hints and tips, in order to help handle this with greater efficiency and avert some of the most avoidable rookie mistakes.

Repurposing content is always a great idea

Repurposing your old content is something that can benefit your online presence in more than several ways. First of all, using a source from before can reinforce your message by helping you gain extra authority. Second, it can save time, due to the fact that using something from before means that you don’t have to recreate it from scratch. All of this leads to an SEO boost which, in turn, helps you reach a new audience. In its own, this last part is the reward enough. Keep in mind, however, that repurposing merely anything isn’t necessarily something that will yield desired results.

Different formats keep things fresh

The next tip for you to consider, as well as something that you can combine with the previous tip quite efficiently, is the idea of using different formats for your content. Same topic, the same information, and the same data can be used for the creation of a traditional blog post, a video, and an infographic. You can even host a podcast on this topic, thus covering the subject matter from all angles. The best thing about this form of content recycling lies in the fact that it can in no way be considered as plagiarism. Different audience members have a different taste in formats. For instance, some prefer listening to podcasts while driving while others find videos to be more immersive. In this way, you’re simply giving them more options.

Take a close look at your representation

People who represent your brand have their own personal online history. Someone with a bad intention can trace it all back to you, thus tarnishing the reputation of your brand. Now, when it comes to brand ambassadors and people who promote your brand out of conviction, there’s really nothing you can do about it. Let’s be honest, you can’t just reach out to someone giving you WOM (word of mouth) recommendations and tell them to stop doing that because you don’t like what they were tweeting about in the past. What you can do is do some background checks on influencers that you intend to work with in the future.

Listen to feedback

Other than all of this, you need to embrace the habit of active listening. This is a tricky part, seeing as how in the world of social media this looks incredibly easy, while it’s completely opposite. In theory, you could just look at some of the top comments, count likes and pay attention to a couple of other metrics, nonetheless, raw data (especially raw data of this kind) doesn’t reveal nearly as much as it should. For that reason, what you need to do is look for a reliable social media analytics platform in order to get a more comprehensive social media monitoring. This will give you a chance to get actionable information, instead of just raw data that you should interpret on your own.

Focus on relevant metrics

Previously, we’ve mentioned the term known as metrics, here, we count things like engagement rate, reach, audience growth rate, conversion activity and several other, relevant metrics. These are not to be confused with vanity metrics such as likes, which, although give you a hint on whether your post is popular or not, don’t really reveal much else. For instance, you have no idea how likes translate into sales or audience retention. In other words, they give you a vague, sometimes even false image of what your brand’s status in the digital world is like.

Be open to innovation

Developing a social media marketing strategy takes a lot of work, which is why, once your work is finished, a lot of people feel reluctant to make any adjustments. This is a critical error, due to the fact that the landscape of digital marketing evolves at an unprecedented pace. For instance, the podcast format has existed for a while now, yet, at the moment, it’s at the pinnacle of popularity and efficiency. This means that, at one point, a lot of social media marketers had to find a way to implement it into their strategy. Needless to say, a lot of these marketers still underuse this format.

While all of the above-listed may seem like basic tips and tricks, you need to remember that their execution isn’t a simple matter. It’s not just about your resolve to implement them, it’s about all those tiny decisions that they make along the way. Innovation can sometimes make you a pioneer in a trend that will later be a huge thing in the industry, while in some scenarios it might be a dead end. Therefore, whatever you decide to do, make sure to approach it with caution and do some adequate research beforehand.

About the Author 
Diana Smith is a full-time mom of two beautiful girls interested in topics related to digital marketing and latest social media news. In her free time, she enjoys exercising and preparing healthy meals for her family.


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