It does not matter whether you run a local hair salon or a nationwide financial services firm –you need to engage with your consumer base effectively on the relevant social media platforms.
However, the issue is that a lot of businesses are not using social media correctly. Take a look at some of the common mistakes businesses make with social media…
You can count your social media accounts on more than one hand
This is where a lot of businesses go wrong with social media marketing. They try to create an account on as many social media platforms as possible. However, you’re never going to be able to manage these many accounts and do so effectively.
Instead, you need to conduct research in order to determine where your customers are. What social media platforms are they using? For instance, if you have a professional audience, LinkedIn is going to be the obvious starting point.
It is much better to focus on two to three social media platforms, and do them well, then it is to try and post on six, seven, or eight social media accounts.
You don’t post on a consistent basis
Another mistake a lot of business owners make is not updating their social media accounts regularly. This is the number one cardinal sin when it comes to social media marketing.
You may think that you don’t have the time to sit on social media every day, and you would be right – you don’t! However, you don’t need to. There are social media scheduling tools that can help keep you on top of everything. You can even find these tools within website building platforms as well. You can use these to schedule messages ahead of time so that you’re always engaging with your consumer base.
You delete or ignore negative social mentions
It does not matter how good your business is, you will get negative mentions on social media from time-to-time. After all, some people will not be happy, no matter how hard you try! However, you should never delete or ignore these messages. Instead, you need to try and find a positive outcome.
You should respond to the message and apologize for the frustration that the customer is experiencing. Provide them with an explanation and make an effort to right the wrong. By doing this, you give yourself an opportunity to turn an unhappy consumer into a loyal one. Not only this but other people will see how you handle customer frustrations, and this will only enhance your brand.
You have not established social brand guidelines
Another error is failing to put together social media guidelines for your team. Setting guidelines that determine how you control your business’ image in public is part of good branding. Social media needs to be included in this.
In your social media guidelines document, including specifications regarding all of the following:
- Who will be responsible for updating your social profiles
- The frequency of your social profiles being updated
- The type of voice you are going to be using
- How imagery will be used in your posts
- The different kinds of content you will post about
You’re handling social media in-house without the required expertise
Using social media platforms for personal, professional, and business use has become ubiquitous. Today no business can survive on the web and engage customers without having a presence on social media. Having profiles on Twitter, Facebook, Instagram, Pinterest, and Linkedin, just to name a few can be a full-time job. This is where using a digital media agency for social media management can help.
Social media makes it easier for businesses and consumers to listen to, interact, engage and collaborate with each other. It is, however, time and labor-intensive. The solution to this is to hire a digital agency to be your social media management if you don’t have the skills in-house.
Social media managers can help streamline and consolidate how your business interacts with consumers. Social media managers run both out and inbound social media, from creating the messages through to responding to and interacting with customers in an effective manner. Conversations on social media, forums, web communities and blogs can be time-consuming and it requires a dedicated specialist to participate on behalf of your business.
It is also very important to monitor, curate and manage what customers say about your business and how they say it. To become an industry leader and expert it is vital to be part of online conversations about your brand, industry, and area of expertise. When problems arise, a social media manager can respond to criticism and negative comments in a constructive way. Business social media profiles need to authentic and credible expert advice. Talk to your digital agency about getting a social media manager for your website.
So there you have it — some of the common mistakes business owners make when it comes to social media marketing. If you are making any of the errors mentioned, there is no need to panic –but you do need to make changes!