6 Unobvious Social Media Mistakes Every Business Should Avoid
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A decade ago, social media such as Twitter or Instagram were yet to be created or relatively unknown.
Today, social platforms attract millions of people, while Facebook alone gathers more than 2 billion monthly active users.
Social networks have become so popular that it’s almost impossible to run a profitable business without them.
More than 50 million small businesses are already using Facebook Pages to connect with their customers, focusing the majority of efforts and resources on online communities.
However, it’s not enough to simply create a few accounts and post content occasionally.
Social media marketing requires a serious approach and strategy that goes beyond widely-known features.
Most marketers don’t go so far, so they make a series of wrong moves in the process.
In this post, we will show you 6 unobvious social media mistakes every business should avoid.
Here they are!
Bite Off More Than You Can Chew
Creating a page on all platforms seems like a reasonable thing to do at first, so most companies go for it immediately.
But they are making a big mistake biting off more than they can chew.
Keep in mind that each network is different and demands a special kind of content.
While Instagram is all about visual posts, Twitter encourages textual messages.
But it’s not only about the content itself since different platforms attract different types of people.
Jonathan Henderson, a social media manager at Resumes Planet, explained it briefly: “For instance, LinkedIn gathers business professionals who consume highly analytical content and want to discover the latest industry news.
On the other hand, almost 60% of people aged 18-29 use Instagram, which is a completely different target group that the one you can find on LinkedIn”.
Your job is to select one or two channels where average buyers spend most of their time.
Focus on these networks and don’t waste energy on other channels if they can’t improve brand awareness.
No Multi Platform Strategy
The second mistake goes hand in hand with the first one.
Entrepreneurs don’t take into account the contrasting natures of different social media channels (see example above), so they share the same content across all platforms without any adjustments.
This can cause two problems:
- Users will realize that you lack knowledge and professional skills to handle social media marketing.
- People will follow you on one platform only or even un-follow all of your accounts.
To avoid this situation, you have to prepare a multiplatform strategy and tailor content to fit each channel individually.
What does it mean?
It basically means that you should create several versions of the same content.
For example, you can textually present a new statistical finding on Twitter, but it would be much more convenient to design an infographic to display the same information on Instagram.
In each case, you need to think about the format that corresponds to the needs and expectations of social media users.
via GIPHY > giphy.com/gifs/instagram-uo6rcjwHSAFsQ
Neglecting Video Content
People watch more than 500 million hours of videos on YouTube each day, while 72 hours of content are uploaded to this network every minute!
As remarkable as these figures might sound, they don’t seem to impress all marketers out there.
Some companies still don’t produce video content or do it very rarely.
Bearing in mind a tremendous user demand, this is the kind of mistake you must avoid.
Besides that, there are other reasons to include video design in your social media strategy:
- People consume visual content much easier than plain text.
- Video increases user engagement.
- This type of content can go viral quickly because people love to share it.
- Videos can strengthen the SEO potential of your website.
- Video content improves retention compared to images and blog posts. Most users spend a few seconds scanning articles and photos, while 80% of them watch Youtube clips at least 30 seconds.
Forget About User Interaction
Okay, now you pay attention to communication channels and create high-quality content.
But what if you still don’t get too many leads and conversion?
What if your ROI is just not good enough?
The problem probably lies in poor user interaction.
That is why they invite customers to leave comments, share posts and ask questions.
That is also why marketers answer comments and questions.
The whole point of social media engagement is to strengthen the bonds between the brand and its followers fostering mutual interaction.
The speed is also critical.
According to the research, more than 40% of users expect a response within 60 minutes.
Things change quickly in the digital environment, so you have to be ready to answer inquiries almost instantly.
This is a very demanding business, but it definitely pays off as you keep raising brand awareness.
Remember that social media interaction is not as formal as email or face-to-face communication.
On the contrary, you should write friendly comments to show a human side of the business.
This should convince potential clients that there are some real people behind the brand, which makes communication a lot smoother.
Not Building Trust
Social media engagement has an important side effect – it strengthens the feeling of trust between you and your followers.
Unfortunately, most companies don’t care about it and provide users only with generic and alienated answers or comments.
Although it’s hard to answer dozens, hundreds, or even thousands of inquiries every day, you need to do your best and answer as many questions as possible.
Doing so, you will prove that you respect followers and appreciate their opinions.
The number of page likes is not important if you can’t build trust and expand the base of loyal followers.
In general, only 20% of customers generate 80% of your sales.
These customers are loyal and become long-term brand advocates.
Therefore, you should try to increase the number of such followers.
You might wonder if there is a situation when you don’t have to answer social media inquiries.
The simple answer is – yes.
If someone leaves a nonsense comment that clearly reveals trolling, you can neglect it.
Social Media Egoism
Nobody loves investing hours of work into social media and content creation.
It is hard work that you do to present your brand and hopefully improve sales results.
However, it doesn’t mean you should be too pushy and walk the “look at me” road.
Social media egoism is actually one of the easiest ways to start losing followers.
You need to be careful with self-promotion.
Try to make a balance between promotional and educational content.
Remember the 80/20 rule we mentioned above?
Well, it turns out that it has another application.
The logic is simple: 8 of 10 posts should be informative or entertaining, while only 2 pieces of content should directly advertise your products or services.
This is a reasonable ratio that won’t bother social media users.
Such strategy will also help you to increase professional credibility and become recognized as one of the key opinion leaders in your industry.
Social media are by far the most important segment of contemporary marketing, so you need to understand all tricks and tactics in this field.
A lot of companies make wrong moves online, minimizing the overall effect of their marketing strategies.
In this post, we showed you 6 unobvious social media mistakes every business should avoid.
Did you ever make some of these mistakes?
Do you have other suggestions to share with your peers?
Feel free to let us know in comments and we’ll be glad to discuss it with you!
Warren is a marketing enthusiast and a blogger at Resumesplanet, who loves music. If he doesn’t have a guitar in his hands, he’s probably embracing new technologies and marketing techniques online! You can meet him on Twitter – twitter.com/_warrenfowler/ and Facebook – facebook.com/warren.fowler.5015.