Nearly all small businesses (95%) intended on increasing their marketing budgets this year. If you’re making costly mistakes on social media, however, increasing your budget could do more harm than good.
With the new year approaching, it’s important to create a social media marketing plan that works for you. In order to optimize your plans, avoiding common social media mistakes is essential. Otherwise, your budget is going straight down the drain!
Here are 12 common social media mistakes you need to stop making.
Once you make a change and break your bad habits, you can optimize your social media marketing. Set yourself up for success in the new year with these 12 tips!
1. Skipping the Planning Process
For an effective social media marketing strategy, you need to start strong. One of the top social media mistakes companies make is skipping the planning process. Instead, companies often start posting without long-term goals in mind.
Take a step back for a second. Review your current social strategy. Which posts are attracting the most engagement?
Which posts are failing to make an impact?
Complete a full audit of each social media channel your company uses.
Then, take a look at your competitors. Make a note of their most popular posts. Which hashtags are they using?
Creating a spreadsheet that includes their:
- Social media platforms
- Handles
- Messaging
- Voice, tone, and personality on social media
- How they respond to unhappy customers
The more you learn about your competitors, the more informed your own social media marketing plan can become.
Break your plan up based on each platform. Each account requires its own strategy.
What’s the purpose of using each platform? For example, you’ll likely want to use Facebook and Instagram to engage people with fun posts. These platforms are also great for communicating your brand and building awareness.
LinkedIn, on the other hand, is more effective for building credibility. You can also use LinkedIn to build your network.
Create goals for each platform. Determine how you’ll measure your progress over time (such as likes, shares, or other metrics).
A detailed social media marketing plan can help you avoid making future social media mistakes!
2. Lying or Misleading
You can’t build brand trust if you’re misleading customers.
However, many companies see social media as a popularity contest. Not having a social media presence can prevent customers from learning about your brand. It’s also ineffective to mislead consumers by creating a fake persona online.
Instead of lying to appear “cool” online, make sure you’re accurately portraying your brand.
Consider your brand values and mission statement. What promises have you already made to your customers? Then, determine how you can keep those promises through social media.
You shouldn’t use social media for the purpose of attracting a mass number of followers. Rather, you want to show consumers the best parts of your brand. Why should they trust you over a competitor?
Remaining true and genuine can help build brand trust. In time, that trust can become loyalty, prompting customers to choose you over competitors every time. Otherwise, you’ll fail to create a positive online presence.
You can use this guide to discover more ways to boost your online presence and remain genuine.
3. Ignoring the Masses
You’re not the only person online. Many companies post without considering different ways they can interact with people online. In order to build brand awareness, start engaging with customers and other brands!
For example, you can connect with an influencer in your industry. Brand influencers are people your customers already know and trust. Connecting with influencers can help you expand your own audience.
Some companies also make the mistake of ignoring their audience.
That’s why you’re online! Having a social media presence gives you the chance to connect with potential customers.
If they have questions, respond! Let them know you’re there to help. This will help build your brand as reliable and dependable.
Ignoring people online, on the other hand, will make your brand look impersonal and cold.
By thanking people for likes and comments, you’re also encouraging conversation. Engaging with your followers will help them see you as real and available. That way, they’ll come to you with questions instead of contacting your competitors.
4. Getting Spammy
96% of people who discuss brands online don’t follow those brands on social media. Why? Sometimes, brands post too much.
People don’t want their feeds flooded with sales-heavy language. Rather, they want to follow brands that benefit their everyday lives.
Make sure you’re not spamming followers with unsolicited sales pitches. Avoid posting the same information over and over, too.
Instead, mix it up! Plan for different types of posts to keep people on their toes.
5. Oversharing
It’s important to let your personality shine online. Otherwise, you’ll fail to differentiate yourself. You also want to appear open and honest.
However, it’s important not to overshare.
What are you willing to say in front of your most important client? If you’re not willing to say it to them, don’t post it on social media.
6. Going on the Attack
While it seems like common sense, some brands make social media mistakes that make them appear vulgar or confrontational.
Don’t go on the defensive. Instead, remain professional. Don’t use your company account to vent or complain about clients.
Make sure to expand this rule to your employees, too. Lead by example and avoid posting anything followers might view as offensive.
Otherwise, you’ll risk losing customers.
7. Self-Promoting (Constantly)
It’s normal, if not expected, to use social media to promote your business. However, this content can become disruptive and annoying. Your followers aren’t on social media to spend money.
Instead, try to create an experience for your followers.
Allow them to immerse themselves in your brand. Show them around the office, introduce them to employees, or show them creative ways to use your products.
Create content that benefits the customer, not the other way around.
Instead of self-promoting, helping your customers online will show them you value their experience. They’re also more likely to share helpful, informative posts with their own followers.
8. Posting to Post
It’s important not to post for the sake of posting. Otherwise, your content might not remain aligned with your long-term social media goals.
If you don’t have anything valuable or important to say, don’t say it. Instead, create content that benefits your customers and aligns with your strategies.
To stay on track, create a content calendar.
Scheduling your posts ahead of time can help you avoid lulls in the schedule. That way, you won’t feel obligated to post at random. Instead, you can plan your posts and make sure they’re on track to support your long-term goals.
9. Getting Stuck on a Schedule
Though it can help to create a content calendar, remember, it’s not set in stone. Every day can bring on new surprises and opportunities for an exciting, engaging post.
Getting stuck with the same posts over and over can make your content appear boring and dry.
As a result, people might un-follow your account and look for different brands to follow.
Instead, break the habit! Try something new that wasn’t originally scheduled on your social media marketing plan for the month.
For example, 95% of executives are planning on using live video. In fact, 91% intend on streaming video in real time by using Facebook Live. The reason for it?
It’s what their consumers want!
People want an authentic experience. In fact, live videos get six times more engagement than pre-recorded videos. By hosting live videos, you’re also giving consumers the chance to interact with you in real-time.
As a result, you’re responding to consumer needs and increasing online engagement!
10. Neglecting Brand Consistency
Your brand is an important component of your overall marketing strategy. Without a unique brand, you’ll fail to stand out from the crowd.
One of the social media mistakes companies often make is brand inconsistency.
Using a different brand in each post can confuse followers. A consistent brand, on the other hand, can help you build brand recognition.
Create brand guidelines for your company. This should include recurring elements such as your:
- Logo
- Color scheme
- Tone
- Voice
- Personality
- Mission
- Font
Keeping these elements consistent will strengthen your brand. In time, consumers will recognize and trust your brand instead of choosing another.
11. Posting the Same Message Everywhere
Remember, each social media platform needs its own strategy. That also means your posts on each platform should differ a little.
For example, Facebook and Instagram posts are often more fun, to boost engagement.
LinkedIn posts, on the other hand, should remain professional.
That way, your posts align with your goals for each platform.
12. Hashtag Stuffing
Of course, you want people to find you online. Stuffing your content with hashtags can make you look spammy and desperate, though.
Instead, create a strategy for your hashtags. Prioritize two or three for each post.
Quit the Bad Habit: 12 Social Media Mistakes Your Business Needs to Quit
Quit those bad habits! By avoiding these 12 social media mistakes, you can improve your marketing strategy for the new year. Make a change and strengthen your social media presence today!
