12 social media mistakes every business should avoid.
12 common Social media mistakes that can have a negative impact on your online marketing.
Social media can be a very powerful marketing tool for your business but used the wrong way, they can have a negative impact and even lead to loss of potential customers.
To help you create a positive image of your business on popular social media networks, such as Facebook, Twitter, LinkedIn, Google+… we summed up the 12 most common mistakes for your business to avoid.
1. Lacking a social media policy.
Most companies fail to provide guidelines for how their employees should conduct themselves online.
It is very common to see managers and employees have published on their personal pages photos of themselves enjoying partying and drinking with colleagues and friends. This, as cool as it may look, can send a negative message to your customers about the seriousness of your staff.
By establishing guidelines and expectations of how your employees should represent themselves online, both during work hours and after, you will help your staff avoid potential problems and the negative image that can occur.
2. Treating all social media sites alike.
Each social media network has its own language, audience, and specificities. So before you start using Facebook, Twitter or Google+ or any other network, it is very important to learn how users usually communicate and share on that particular media.
Publishing simultaneously the same message across all the networks may come across as fake, impersonal or spam-like to your visitors.
In order to avoid sounding like a banner ad, you should make the effort to understand how each individual media works and tailor your messages and content to be specific to that particular media.
3. Not optimizing your social media bio.
On many social media platforms, your bio (about us) is the first thing that your visitors will see.
You want to make sure that it includes your location and your website address. You have to be creative with the bio. If your visitor doesn’t know what your company does… give him a good reason to follow or like you!
4. Using social media as a loudspeaker.
Many companies tend to forget the “social” aspect of social media!
If you are going to use the social media, you have to dedicate personnel to create an editorial calendar, generate conversations and interact with your followers. Direct interaction builds loyalty, and loyalty translates into sales.
5. Focusing on quantity instead of quality.
Some companies are willing to do anything to get more followers, fans or likes! They even buy followers or stage fake Twitter hacks! Please remember that having tons of “fake likes” won’t bring you real sales.
You have to focus on quality over quantity. It’s more valuable for your company to have a thousand real followers than ten thousand fake ones who have zero interest in your brand or may not even be real. You should focus on building loyal, long-term fans and followers who will become your company’s advocates.
6. Over-posting or inappropriate content.
Although it’s important to get your message across on social media, overposting can lead to losing followers.
Take the time to find out when your followers are usually online and post judiciously, say several times a week as opposed to several times a day.
Posting for the sake of it being seen is a mistake. You must listen to what your audience is interested in and post relevant content that is up to date and that will lead to a meaningful interaction.
7. Not interacting with your followers.
Whether you like it or not, people are talking about you online! If you have a Facebook page or any other social presence, your followers expect you to be monitoring them. If no one is listening or acknowledging their posts, they will simply assume that you don’t care about them. This will send a very negative message about your commitment to their needs and satisfaction.
8. Deleting or ignoring negative comments.
If you are using social media for marketing purposes today, you cannot afford to delete or ignore the negative comments. It is always better to apologize (even if you haven’t done anything wrong) and offer to contact the person by email to work out any issue he is complaining about.
A simple acknowledgement of a problem can prevent misunderstandings, and often makes the customer happy, and results in a boost to your satisfaction rating
It is vital to remain professional, even in response to an unfounded or personal attack. The worst thing to do is to respond to a negative attack, which will only attract more unnecessary attention to the problem and could end up harming your company’s image.
9. Not responding quickly, especially to complaints.
When you create a presence on social media, especially on Facebook, your customers are going to come to you there for customer service, even if you don’t offer this service.
If you don’t respond to their messages quickly, or worse, not at all, the situation can turn into a public bashing campaign. You can set guidelines for the hours you’re present on the page to answer questions and inquiries.
10. Posting too infrequently.
Social media marketing requires time and involvement. You cannot post just once every few months and expect your page to bring you new business. If you don’t have the time or commitment to devote to posting regularly, you might as well not bother and focus on your corporate website or more traditional advertising methods.
11. Sounding impersonal or automated.
Social media is made by real people and as such, they expect to be in contact with other people! Even if your social media is under your company’s name, introduce the person that is moderating it on your Profile or About page.
A personal touch makes a significant impact. Nothing more irritating than receiving automated answers. Make the effort to respond immediately to your followers and make your answer sound natural, not too corporate-like.
12. Not linking to your corporate website.
Any post must allow the follower to interact with you and ultimately, bring him back to your corporate website. It is highly recommended to publish the posts and events on your website and then share them on your social media pages. Include links in your social media posts that point to the original posts on your website.
You can then evaluate the impact of these posts and ultimately generate new business.