5 Social media mistakes your business should avoid in 2019
Whether you’re a FTSE 100 company or a new startup
The rise of social media has allowed businesses small and large to scale and grow. Through telling their stories, gaining new leads to generating revenue. The thing is, when you click confirm and verify the link in your email after setting up the first social media accounts for your business there isn’t really a how-to guide of what to do next.
The many variations of companies – their sectors, their business models, audience, whether they are B2C or B2B, has made it even more difficult to apply blanket advice and tips, as what may work for a FTSE 100 company may not work for you. Nevertheless, social media is a great way to engage with customers and build your brand but if you don’t tread carefully it can also represent a minefield.
I’ve written this article with some advice and tips that you can apply to your business, regardless of its size, audience or sector. Here are my top 5 social media mistakes your business should avoid. This is for FTSE 100 companies too!
1. Not being consistent with updating your social media channels
Firstly, there are no clear cut rules on how regularly you should post, plus the frequency differs depending on the social channel. However, once every few months is definitely a bad idea. Social media is an extension of your brand identity and keeping it regularly updated with allow you to build brand consistency. The more consistent you are with managing your social channels, the greater the opportunity to monitor your online audience, sentiment and key topics relevant to your brand or business. Don’t go too crazy though, nobody likes to be bombarded or overwhelmed.
2. Talking at your customers
Businesses should use social media as a marketing tool to build communities, engage with your target audience and to drive awareness of your brand or business. We should not be using it to spew and broadcast information or to just talk at our followers. Messaging and content should always have a purpose or goal and ultimately should be somehow relevant to a segment of your audience. Replying to questions, responses and feedback, sharing or retweeting others’ updates and using relevant hashtags where appropriate is a great way of interacting with your audience and simultaneously showcasing your brand.
3. Ignoring negative feedback
Word of mouth is one of the most powerful methods of dispersing information. Due to this, it is very important to deal with and handle negative feedback or responses on your social media channel properly. Things go wrong from time to time and there will always be people who are unhappy or have something negative to say — this is okay, this is life. However, on social media, your brand is highly visible and it is the way that you deal with this negative feedback that is important. Keep an eye on tweets and social interactions and deal with any issues in a timely manner and tactfully — turn negative experiences into positive ones.
4. Make your whole company social
Employee advocacy should be encouraged via personal social media channels with the sharing, interacting and engaging with published content from the company’s channels. Everyone in the company who has social media is capable of becoming an advocate — from the interns to the CEOs. The more people in your company who track and engage with your company’s social channel, the more eyes you have on negative feedback or inquires from your audience.
5. Expecting too much
Frustration can set it in when your expectations of social media don’t come to fruition. Aligning your aims and objectives to social media in a default manner is unwise as this is a completely different marketing channel to the others that you may be using. Converting a high level of social media engagement into a similarly high spike in sales or a strong pipeline of leads is not always going to happen. Social media campaigns are no a regular form of marketing. Social media marketing is effective in generating brand awareness, creating brand visibility and being the initial point for a lot of potential lead. It doesn’t always lead to a quick sale or a client meeting straight from a tweet, so be patient with it and use it effectively for what it is best for.
Good luck in your social media endeavours for 2019 and in avoiding some of these commons social media marketing mistakes!