Social media marketing is by far today’s most popular digital marketing tactic. Companies of all shapes and sizes from all across the world take to Facebook, Twitter, Instagram and other platforms daily to engage with their followers and reach a wider audience. Businesses which are not taking advantage of social media are missing out on a huge potential, as those with a social media presence remain more competitive and snag a larger portion of their desired markets.
However, social media for business requires careful management; it is very easy to make mistakes which can have a drastic impact on your business, and not in a good way. Many companies although having social media pages fail to incorporate them properly into their marketing efforts, or act in a way which damages their reputation.
Here are common social media management pitfalls which you should avoid at all costs.
Outright Dismissing Social Media
If you believe that social media is not right for your company, because of your target market or otherwise, you are very wrong. It is a huge misconception that social media only appeals to a younger audience, however, many studies have shown that the quickest growing demographic on social media are those aged between 55 and 64.
All demographics are well represented across all the most popular social media channels, and just because your company caters to an older audience does not mean you should avoid using them.
Failing to Engage with Consumers
The whole point of social media is for you to engage with your consumers at the bottom-level; people take to Twitter and Facebook to engage with brands and companies. Social media is now the most popular way for people to access customer service and get their questions answered.
When a person comments on one of your posts or sends a private message, be sure to reply to them promptly. Each comment posted by a consumer presents a lucrative opportunity for you to communicate with somebody you wouldn’t otherwise be able to.
Causing a PR Disaster
We’ve all seen examples of companies causing a meltdown on social media. The way you present yourself is the way you present your company, and if you are making inflammatory posts or arguing with customers, this can ruin your image.
Many large corporations have had bad social media moments and there is something to be learned from all of them. Always be polite, courteous and never, ever post anything which could be seen the slightest bit inflammatory, discriminatory or distasteful.
Thinking All Platforms Are the Same
They’re not. Addressing your Twitter audience in the same manner as your Facebook audience, for example, is a bad idea. Each social media network has its own users, language, audience and type of content.
For your social media efforts to be impactful, you need to customise your content and approach for each network you use. It is important to learn how each social network works and how people communicate on them.
You wouldn’t speak Spanish in Russia, so why would you use Twitter-esque language on Facebook, or vice-versa? You shouldn’t!
Not Undertaking Social Media Training
Because social media is so widely used and has such a huge impact, it has become something of a full-time job role, especially for larger companies.
Undertaking some social media training with Brightspark Consulting– even at a basic level – can teach you the fundamentals about some of the world’s biggest platforms, help your content reach the people it is intended for and enable you to avoid some of the biggest social media mistakes which companies new and old, large and small, constantly make.