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Depending on how you use it, social media can be either a digital marketing darling – one that consistently creates brand sense and strong emotional connections among your customers – or a resource-draining wasteland, Keeps your business out of touch or worse. Make fun of a fairy or avoid it altogether.
Unfortunately, many new small businesses find themselves in the latter category, struggling to build those important relationships with social media users and avoiding social media, which often undermines your brand image and outreach strategy. Self-inflicted wounds like these not only hurt your social media efforts; They can often do major reputational damage that affects brand integrity and revenue in the long run.
Here are the seven biggest social media mistakes that can sabotage your social media marketing strategy – and how to steer clear of those mistakes in the future.
1. Posting inappropriately
Posting business updates may seem harmless enough from an individual’s point of view. But straying too far from your brand’s voice can lead to real audience disconnects that have lasting consequences for your brand, injecting a sense of personal sentiment or bias that alienates users and ultimately destroys your message. weakens. And when social media managers go too far off the beaten path, followers and qualified leads can lose trust and leave your social channels for someone else.
No matter your brand or industry, keeping your social media strategy on track means maintaining a consistent brand voice and making sure your marketers are always posting from the company’s perspective and not their own.
related: How to create a clear voice and tone for your brand
2. Catching the Wrong Trends
A fast way to derail your social media management is by catching the wrong trends. Unfortunately, this is a very common trend among social marketers and small businesses seeking a quick increase in visibility. It essentially links brands to irrelevant memes or hashtags that make followers and the public nod their heads.
While every social media channel offers a lot of room to experiment and try something new, it is important to understand what is this latest trend before committing to anything. With each new platform, meme, hashtag, or viral video, be sure to carefully research the latest thing that catches the public eye — and that’s before brand mayhem strikes.
3. Jumping into the wrong conversation
Engaging your brand in the wrong conversation is a serious but preventable social media mistake that causes significant public shock with lasting repercussions for your business. That’s because engaging in social chatter and discussions that don’t align with your message or your purpose not only puts you in a position to be out of touch; This can quickly turn your brand into a social media laughing stock, damaging brand integrity and customer relationships in the process.
While there are certainly cases where engaging in a conversation can reinforce and even reinforce your message, it’s important to do your homework before diving into it. Conversations that align with your brand, customers, and culture, but be absolutely sure they do before engaging.
4. Using News to Promote Your Brand
Here and there, news and events come along that can be credibly inserted into the social media marketing mix and provide a solid opportunity for brand promotion. That said, it’s not uncommon for businesses to use those items inappropriately (also known as newsjacking), using world events in a way that not only screams bad taste, but actually makes the public worse. Runs contrary to emotion. What seemed like a good idea at the time quickly turns into a PR debacle that takes no time and money to overcome.
Newsjacking is a major social platform, but it is also highly avoidable. Remembering that social media is all about engagement first, and that shared content should always be genuine and on-brand can help set the railing needed to avoid news hype while keeping your marketing strategy on point.
RELATED: 5 Common Marketing Mistakes You Should Be Watching For
5. Avoiding news and events altogether
Just as inappropriate news-related promotion on social media can frame your brand as tone-deaf, so can ignoring news and events altogether. In fact, posting regardless of world events can have a big impact on your business, leaving your brand careless, insensitive, and ignorant of the issues that are top of mind among your customers. As a result customer sentiment, lead generation and even customer loyalty can be affected.
While it’s impossible to know everything, the social media experts and social marketers on your staff should have a good understanding of what’s happening in the world and at least consider major news events and updates before loading up on the latest brand updates .
6. Making Negative Comments
It can be tempting at times, but going face-to-face with negative comments and feedback on social media can quickly escalate, becoming a very public crisis that goes viral and spirals out of control. . Whether as a stand-alone post or within the comment section, responding to bad feedback with a negative comment only makes matters worse.
A combative, face-to-face reaction should never be the case for you on any social media platform. Instead, it’s best to have established rules for dealing with negative comments, guidelines that keep the conversation constructive rather than let things derail. In cases where things are particularly corrosive, a direct message or even an offline response strategy may be the best approach.
7. Robot Posting
Believe it or not, people turn to social media to build meaningful relationships and interact with content that provides real value, not rigid robotic posts, with many brands relying only on social activity to meet the recommended minimum. We do. Engaging with customers face-to-face and demonstrating authenticity and empathy through personal interactions is key to avoiding the compulsion many customers can recognize from a mile away.