#Everyone knows that social media is hugely important for the online success of a business. When over 73% of adults have more than one social media account, it’s hugely important that your business have social media accounts too! You’ve heard all the basics – create a professional profile on as many platforms as you can, post about your products and services, and reply to customer comments – but the majority of professional social media strategies still fail. Why is that the case?
Creating a social media strategy is more than posting an update or deciding that you’ll do Friday giveaway promotions on Facebook. A social media strategy is only a success when it enables you to engage and interact with your target audience. Social media is the world’s biggest party, an opportunity to meet and greet, make connections, strengthen brand value, and enhance results. The question is, are you making friends or enemies at the party?
How else can you accidentally fail at your social media strategy?
You Aren’t Consistent
A social media campaign requires consistency. How often? There’s no right answer to that, it depends on your business and your products and services. A little bit of research can be very useful here, such as looking at which topics in your industry are trending or when your audience accesses social media. Make sure that you post every day, but not too many times per day so your audience’s dashboards aren’t flooded with just your business – they may unfollow if they see too much of you. If you have a global audience, make sure that you vary your posts to 24 hours per day – even though midnight may seem late to post for you locally, someone in a different time zone may just be waking up. Be sure you post on the weekends too.
Only Posting Self Promotion
Yes, your social media is meant to guide new audience members to your website to make a purchase, but you don’t want every single post to be about your company. 45% of people surveyed say that they would leave the audience of a social media page that always and only bragged about how great they are. Be sure to include posts about other things, such as industry news, posts thanking your audience, and communication with other people in the industry. By providing your audience with some variety in your content, they’ll stay entertained and better appreciate your social media posts that do self promote your company.
Speaking but Not Listening
You want your audience to feel heard, but do you make sure to respond to them on social media? It is called social media, after all. If your followers frequently go unheard on your social media posts, they may not return later for more. Respond to all communication from all of your audience members, whether it’s via inbox message or comment on a specific post. Make sure you respond to both positive and negative comments. Be sure you don’t delete negative posts. Addressing negative posts on social media shows your audience that you’re willing to promote honesty and integrity. You can also be social on social media by sharing, retweeting, and responding to your followers.
Refusing to Monitor Analytics
You must monitor and measure the performance of all of your posts on social media outlets. Even after you identify your target audience and gather a sizeable following, you should still keep tabs on how effective your content has been. How many likes and favorites does each post get? Is there a certain topic that always performs well? Are people leaving comments? If this is not the case, you must figure out where things are going wrong and seek to remedy them.
Treating Social Media as a Side Project
Social media marketing done correctly can lead to a huge increase in conversions for your company. Make sure you afford it the time and effort it deserves. And you can be sure of one thing – your audience can tell when you put half-effort into your company’s social media, and when you do, they don’t appreciate it. Your tone needs to be genuine, and you need to put the effort into property executing your social media marketing plan.
Automation Gone Wrong
Social media automation can save you a ton of time when you’re managing a company. It stops you from having to log into every social media account, every day, multiple times per day, to create and upload posts to each profile. Just make sure that you or someone else monitors this social media automation to check for mishaps. You must also be aware of current events when relying on social media automation – you don’t want your automated system to post a funny, silly post on the day that something awful has happened in the news or in your region. It will make your company seem distasteful at best, and disrespectful at worst.
Forgetting that People Buy from People, Not Businesses
This sounds confusing, but it really isn’t – you want to seem human to your followers, not like a robot who is using AI to write for a company. Don’t be afraid to get a little personal on your professional social media – your audience will appreciate it. Share jokes, insider information about your office, or a silly picture. Showing that the people who work for your company have a sense of humor will make your company seem more human, and therefore your audience will trust you more, and be more likely to do business with you.
If the same posts upload every single day, your followers are going to get really bored, really fast! Variety is a good thing when using social media, and while it’s acceptable to repurpose your content for different venues, it’s not acceptable to repeatedly use the same content in your social media posts. Sure, if a post you made last year performed really well, there’s no harm in reposting it – most people won’t remember something you uploaded a year ago. But to copy and paste the same thing you uploaded yesterday will bore your audience.
Providing Useless Content
Content marketing is all about creating and uploading quality content that is relevant to your industry. You must provide your followers with information that they will not easily find elsewhere. You have to go the extra mile to share only your absolute best on your professional social media. Only upload things you are proud of, not what you can throw together in five minutes! If you don’t have time to do this, look into hiring a social media manager – they’re highly trained to manage your social media marketing strategy for you, and to create and upload excellent and intriguing content.
Being Sloppy and Careless
Have you ever made a typo in a social media post? Most people have – that’s okay. What matters here is that you probably went back, edited the post, and fixed the sentence to be grammatically correct. Typos, grammatical errors, sentence structure fails, and bad punctuation will turn away followers like crazy. If you must, invest in an editing service to make sure that your post are error free – your spelling and grammar mistakes will make it seem to your audience that you don’t care enough to make sure that things are done right, and they’ll take their business elsewhere. Stay on top of your grammar and spelling!
Not Researching Your Competition
Check out what your competition is up to. You can start by checking out what they’re posting on their pages in the last week. The goal is not to steal their ideas, but to see what’s working and not working for them, and to apply what you’ve learned to your own social media pages. You want to have a complete and detailed picture of your social media landscape, so it’s worth it to do your research on your competitors. Using competitive analysis tools or enlisting the help of an agency partner to do this for you can save you time if you’re already struggling to keep up with your social media marketing strategy.
Not Setting Goals
If you don’t know where you’re going, how will you get there? The same goes for social media. Of course you want to gain a lot of followers, but how many? What number will you be happy with? Before you make a single social media post on any platform for your company, you must ask yourself (and answer) the question – what are you trying to accomplish on social media? What do you want to happen through your presence on the various social channels? Do you want to convert leads? Do you want to increase traffic to your website? Do you want to gather emails for your email marketing campaign? Perhaps you want to raise brand awareness or increase in person sales or improve ROI? Whatever your goals, you absolutely must define them if you ever wish to accomplish them. Make sure your goals are realistic and attainable as well.
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