Welcome to part 2 of a 4-part series dedicated to the avoidance of common mistakes businesses make with marketing, advertising, brand development, web design and social media.
This installment provides a list of items to keep in mind when using social media for your business.
1). Not establishing a “policy” and setting goals
Social media can be a powerful tool for strengthening a brand or business. But much like developing a brand, having a plan or policy and setting goals is vital for maintaining an effective social media presence. A policy can outline not only standards, but also declare how the voice of the company will be received by your audience, the desired frequency of posts and assign post development to various staff members or departments. By setting goals you will be able to define how social media can be used to obtain or identify new business opportunities.
2). Using the wrong platform
In the beginning, you’ll have many questions about which social media platform you should use. There are many factors to consider: what kind of industry you’re in, what are your goals (what are you trying to achieve), and what you want your audience to know about you. All platforms (Twitter, Facebook, Pinterest, Instagram, LinkedIn, etc.) have strengths and drawbacks, but do your homework to determine which option(s) will work best for you and your business.
3). Having inconsistency with voice
This goes back to having a clear social media policy, but your voice on social media shouldn’t vary from how your brand is represented in other platforms. Don’t speak to your audience on Facebook any different than you would with an official press release.
4). Neglecting the “Social” aspect
Far too often, businesses create a social media account, post some photos, add an occasional “news” post, and then don’t dedicate time to look and respond to any feedback. Explained beautifully by acclaimed business entrepreneur Thom Fox, “If you’re going to do social media… dedicate personnel to monitor engagement, create an editorial calendar to generate conversations around promotions, and most importantly, be human. Social media isn’t simply a megaphone for your brand, it’s a two-way street – hence the ‘social.”
5). Newsjacking
Newsjacking is the act of sharing and inserting your business into the conversation of a current trending topic in the news. While being current with events is always a plus, do the necessary thinking and research, as some topics may isolate your audience and make your business look insensitive or naive.
6). Abusing censorship
Social media can be a quick and effective way to get immediate feedback for your business – some good, some bad. Though sometimes, businesses censor negative comments and feedback by deleting them immediately. Before you delete that negative comment or review, consider using this as an opportunity to establish a dialog with the user and show your ability to stay cool and professional by presenting a resolution to said problem. But use discretion and treat each comment on a case-by-case basis.
7). Being hashtag-centric
A hashtag can be effective in monitoring activity and buzz surrounding a certain topic, but they lose their appeal if they are rife on your page. They can be excellent for campaigns, contests, or to join a conversation about certain topics, but not necessary for everyday use – as the average follower won’t take the time to investigate or use every hashtag.
8). Lacking diversity in posts
Getting complacent with your social media outlet is a common downfall for most small businesses, especially in the beginning. Common thinking might lead you to believe that if you run a business that sells lumber, then you should be posting articles on the ever-changing landscape of the industry. But your followers don’t want to feel drowned in a sea of links to external information. They would like to understand how you feel, what you’re up to (any exciting news) and things that maybe appeal to their interests. Make your posts meaningful (photos, links, quotes, polls, etc.). Although articles can be informative and effective, they should comprise only a fraction of your posts.
9). Forgetting the call-to-action
Similar to traditional advertising, a call to action is vital for social media impact to reach its full potential. It can be as simple as offering a small reward for liking or following your page, or asking for feedback from your followers.
10). Taking on too much
Social media is an amazing tool for enhancing your business’ reach, but having a strong following or existence on one platform might not translate easily to another. This is especially true if you don’t have the resources to manage all of your outlets. Find the right balance for you and your business and make it the bedrock of your social media presence.
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