Social media presents a useful and viable tool for a business to build their brand and increase their visibility. In fact, it’s getting to the point where you’re probably going to be at a disadvantage if you don’t have at least some form of an online presence through these mediums.
While online marketing spans a wide range of topics, social media has quickly become the primary vehicle through which businesses and their websites increase traffic, reach potential clients and develop their brand. When done right, it’s quite possibly the single-most useful tool at the disposal of today’s website admin and/or small business owner.
At the same time, social media can present some major pitfalls to businesses and social media marketers who don’t use it properly
As with most marketing tools, there comes a point where you can either be engaging too much or too little, therefore, there needs to be a continuous balance of great content, social engagement and even “radio silence” at the appropriate times.
Social media shouldn’t be viewed as a silver bullet in that if you just use it in mass, it will give you positive results. Instead, use needs to be carefully planned and well-executed, just like any other marketing strategy.
Quantity still doesn’t trump quality
In short, while you don’t want to blast your followers with information, you also don’t want to abandon your online presence altogether. There’s a balance to strike, which can take a lot of work and a lot of effort to find and maintain.
Likewise, you need to be sure that when you’re using social media, you’re not taking the “social” out of it and constantly using it to market only your products or services.
Social media marketing is a big job, so it’s understandable that some people don’t get it right in the very beginning.
Here are a few mistakes to avoid when engaging your audience with social media
Incomplete profiles: Guess what? Unfinished profiles are typical among business social media accounts. The primary reason for this is that businesses are often too bogged down with daily work hence social media profiles often get halfway established and are left as-is.
The smart way to avoid this is to plan out which social media platforms you may want to use, set the profiles and stick with them.
Here’s a tip – Focus on the high-stock accounts and make sure your profiles are complete.
Talking about their “stuff” only: Keep in mind; nobody wants to be sold. Businesses that only publish social media content related to their service or products will quickly wear down their followers. Publishing about their service and products only will cause the audience to lose interest, and in some worst cases unfollow or unlike their pages.
Of course; the content that you produce on your social media account pages should include some information about your products and services, but it should maintain the right balance by providing a relatively high percentage of “value-adding” content as well. Post on things that inform, entertain or help your followers without directly trying to sell them something.
Here’s a tip – It’s all about striking the right balance. Ensure to bring both sides to the table.
Too much automation: Honestly; automation with your social media accounts is not a good idea. Avoid it if you can unless you are using something like Hootsuite for scheduling posts. In fact; people will be able to detect automation and believe it or not automation is a major turn-off when it comes to actual engagement
Do not use tools that mimic posts across several accounts. For instance; don’t send your tweets directly to your Facebook account or to your LinkedIn account. Facebook posts are a different and what actually works on Twitter will not necessarily work on Facebook.
Here’s a tip: Add personal touch to your posts and take the time to craft unique posts for different pages.
Inconsistent message: Yes, you may have a lot of content, however if your messages are not grouped together in a functional manner you will run the risk of losing your credibility. That’s right; it’s definitely a fine line to walk however the best way is to make sure that everything you publish either increases your brand’s reliability or gives people a connection to your business’s goals
Here’s a tip: Avoid being too repetitive or predictable
Takeaway? Focus on both good marketing strategy and valuable content for your business’ products and service. Sure; you will be able to mix the two together as you build trust among your followers and customers.
We create a customizable social media strategy for your business based upon your business objectives and end goals.