At first glance, social media doesn’t look too difficult. It consists of posting content to your profile and sharing interesting content with your followers. But, mistakes can happen. There are the obvious but not-so-damaging errors, such as spelling and grammar mistakes. Then, there are the less obvious but more damaging errors like misunderstanding the purpose of social media.
Below are three social media mistakes to avoid at all costs. By stopping them today and trying a new strategy, you can significantly improve your social campaigns.
Mistake #1. Treating each channel the same.
Social media networks share a lot of similarities, but they are also unique. This is why it’s important to create a personalized strategy for each network and its distinct audience. If you post the same content to all channels, it makes your profiles look lazy and predictable, and this can prevent people from following you. Also, you run the risk of not connecting with new audiences.
Not only should your content be unique but also so should the timing. Keep in mind the days and times that your audience is likely to be on the social network. Here are a few general tips to keep in mind:
- LinkedIn is best for professional posts with longer character counts. To connect with your audience and establish yourself as an expert, share industry-related news and long-form content.
- Instagram is a highly visual channel that has lots of pictures and short videos. With so many visuals on the social app, it’s important to use original, high quality photos that represent your brand.
- Twitter is a fast-paced channel that promotes real-time conversations. If you want to be in relevant discussions, this is the channel to be on. You have fewer characters to work with, however, and you must be prepared to join conversations in the moment.
Mistake #2. Using social media only for promotional purposes.
This is a common mistake to make, and it’s understandable how it happens. Businesses create their business pages and get excited to share their products and services with fans. Unfortunately, people won’t want to follow you for long if you only talk about yourself.
Social media is a place where you can stay connected to your customers and prospects. Many people will use your social channels to ask questions, interact with your posts and learn new things about your industry. If you are not interacting with your audience, they may not care to read your posts or follow you any longer. Small interactions go a long way to show that you are listening and care what others have to say.
Mistake #3. Deleting or ignoring negative comments.
Most of us fear negative feedback, but it’s even worse when the feedback is posted online for the world to see. This can make it tempting to delete or ignore the comment, hoping that it goes away. But it won’t.
There are many unethical tactics for dealing with negative feedback, such as burying the comments with positive reviews, hiding them from your accounts or deleting them altogether. While it’s never fun to receive a less than desirable review, you must learn to embrace all feedback that comes your way. Trying to hide or bury it makes it look like you’re trying to hide something.
Here are a few tips for addressing negativity on social media:
- Thank the customer for leaving feedback.
- Let the person know that you take the feedback seriously and will look further into the situation.
- Avoid being defensive or insulting the person – this looks bad to anyone who reads it.
- Provide the customer with a contact phone number or email where you can take the conversation off social media.
Social media is a brilliant tool that can take your brand to the next level. But, it does require time, effort and smart decisions. By avoiding the mistakes above, you will be well on your way to mastering your social media marketing strategy.