The 6 Deadly Social Media Sins You're (Probably) Guilty Of |
Posted: December 7, 2017 |
It's hard to believe it's been over eight years since Facebook first introduced business pages. Back in 2009, brands were considered exceptionally forward-thinking if they had a Facebook presence. Remember the "Become a Fan" button? That eight years may as well be eight hundred, considering the breakneck speed at which social media marketing has progressed and exploded in importance, and that explosion means that competition is getting fiercer every. Single. Day. Steer clear of the six deadly social media sins to keep your business on track. #1 Lacking a StrategyAuthor Lewis Carroll put it nicely: "If you don't know where you're going, any road will get you there." Social media is an incredibly powerful tool, but only when wielded strategically. If you haven't identified your target audience (and where they "live" online), developed a thorough understanding of their needs and preferences, determined what you want them to do, and carefully planned and created relevant, engaging content, you're setting yourself up for failure. It can be awfully tempting to just jump into the conversation, but taking the time to strategize will pay off big time in the long run. #2 Lacking a VoiceRemember in early 2017 when the Wendy's Twitter account had people LOL-ing in the virtual aisles? The brand's self-described "challenger with charm" persona has been a hit for years, but it really took off when team member Amy Brown "roasted" a critic via the Wendy's Twitter account (all in good fun, of course). Brown's tweets were genius, but they never would have had the Twitterverse-shaking impact they did without the Wendy's team's long-term dedication to a recognizable brand voice. Know who you are, stick to it, and you'll build a reputation for authenticity and consistency. #3 Trying Too HardThere's a fine line between using current events to stay relevant and just coming across as pathetic - or, worse, insensitive. (Kenneth Cole's failed attempt to bring "humor" to the violence and terror of the Arab Spring in Cairo comes to mind.) If there's not an obvious (or easy-to-make) and positive connection between an event and your brand, it's best to stay quiet. Same thing with slang and hashtags. For example, if you develop sales negotiation training courses and someone leaves a positive comment on one of your posts, avoid the urge to reinforce your coolness with "Lit! We feel you. #negotiationsales #training #totesprofesh" #4 Trying Too LittleThe opposite end of the spectrum is just as bad. Whether you're posting only sporadically or failing to diversify content (more on this in a minute), the upshot is that you come across as boring, tone-deaf, and inattentive. Pay attention to what's going on - both locally and around the world - and be alert to opportunities to build relationships and grow your following. Engage with other brands (even competitors) and show that you have something of value to add to the conversation. #5 Posting the Same Old StuffSay you run a salon that specializes in alternative hair color. Sure, you could get a ton of cool-looking photos from obliging clients, but after a while, even cool pictures get a little stale. So mix it up! Share a progress slideshow on Facebook, a how-it's-done video on YouTube, and a single pic on Twitter with appropriate hashtag and relevant brand tags. Keep your audience guessing as to what super-cool way you'll package your content next, and they'll keep coming back. #6 Measuring Success InaccuratelyIt's great if your pink-haired-client photo gets a few dozen likes and comments, but it doesn't pay the bills. You want to convert those likers and commenters to actual customers. Invest in tools (there are many) that provide a clear picture of how your social campaigns are performing and offer insight on how you can improve. At the end of the day, sharing ineffective content on your social media channels is no better than tossing money out the window.
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