10 Ways you’re missing the mark with social media.
Social media has come a long way since the establishment of Facebook back in 2004. In fact today, eMarketer estimates that there are a huge 1.73 billion social media users across the globe. As well as being wildly popular communication tools, sites such as Facebook, Twitter, Pinterest and Instagram have also emerged as key platforms used in the marketing strategies of businesses operating in all sectors. Yet while 81% of SMEs use social media for marketing purposes, many still fall victim to common mistakes. If you want to ensure your social media presence is as effective as possible, read on for our list of top to ways businesses miss the social media mark and how to avoid them:
- Not making a long term commitment
One of the most common pitfalls faced by businesses using social media is a quick decline in interest. While many managers experience an initial burst of enthusiasm, this can soon fizzle out within a few months. Without regular posts, followers will soon become disinterested and unresponsive. Solve the problem by making social media account management a part of your everyday routine. Just 10-20 minutes is all it takes to make a huge amount of difference. If you simply don’t have the time, there are some great social media management companies who will take care of everything on your behalf.
- Information overload
While it’s important to offer your fans and followers regular content, too many posts can turn them off. The general Facebook rule is to post 1-5 times a day at dispersed intervals. Twitter followers are more tolerant of heavy content, with 15 tweets identified as the daily maximum.
- Lack of engagement
One of the quickest ways to put off fans and followers is to not respond to comments and questions. If people are taking the time to engage with your business, you should always reciprocate with an adequate response.
- Ineffective Lead Generation Strategy
While it’s important to engage with your existing followers, you should also have an effective lead generation strategy in place. This will help you to build your social media following and win more customers. Posting content that is likely to be shared is a great way to gain access to the extended networks of your followers.
- Inconsistent Branding
As online representations of your business, all of your social media pages should be streamlined to some extent. Choosing a common colour scheme and logo is a must while up keeping a consistent tone of voice is also essential. This will help customers build confidence in your brand as well as ensure that your pages are easily recognisable.
- Irrelevant content
While you may find that cat video the funniest thing you’ve seen all year, unless you can somehow make it relevant, such posts should be avoided. Memes, pictures and funny videos can help to build camaraderie with your social media followers however an element of professionalism and competence still needs to be retained.
- Cross platform posting
One of the biggest social media mistakes businesses make is posting the same content across platforms. @ symbols in Facebook posts and hashtag ridden tweets emit an instant sense of unprofessionalism and laziness. Instead, spend a few moments learning the ins and outs of the different platforms and tweak posts accordingly.
- Automatic update overkill
Automatic posting tools can be convenient however it’s important to keep an eye on frequency as too many automated updates can be spammy and irritating.
- Not taking advantage of all profile features
Incomplete profiles scream a lack of commitment and expertise. Whether it’s filling in a Facebook ‘about section,’ writing up a Pinterest board description or adding a LinkedIn banner photo, make sure your profiles are complete!
- Text only posts
With 40% of social media users more responsive to images than plain text, it pays to get creative! An image instantly ups the chances of engagement and will help you to build stronger relationships with your existing followers as well as attract new ones.
Whether you run a small local business or a nationwide enterprise, steering clear of these social media downfalls will help you to maximise engagement, build a larger following and ultimately maximise your customer base.