It might seem like managing a Facebook or Twitter account for a business would be easy, but there’s a lot more going on behind each post than you may realize. Major brands have fumbled even with strategies in place, so it’s important to know what you’re doing and how to avoid common mistakes. Here’s a look at some of the biggest errors you should watch out for.
1. Being too self-absorbed.
You don’t like people who talk about themselves too much, right? Neither do we. What many companies seem to overlook, though, is how this concept also applies to brands. Social media users aren’t going to want to follow brands who only talk about themselves, so make sure you post a variety of content your audience would be interested in and throw out a branded piece only here and there.
2. Neglecting to respond to both negative and positive posts.
It makes sense to respond to negative comments about the brand, but don’t let that sort of activity dominate your engagement. It’s equally important to thank and reward advocates of your brand. These are the individuals who are offering a third-party opinion of your company, so they’re invaluable.
3. Not researching where your audience is.
You may have the most incredible, mind-blowing Twitter campaign, but if you didn’t do your research, you might not have realized that your target audience mainly hangs out on Pinterest. Don’t waste your time updating a social media profile without making sure you’re using the right venue to speak to your audience.
4. Allocating too much money for flashy campaigns.
Sure, hosting some great contest or event can attract a lot of attention, but if you put too much funding into these special campaigns and not enough into everyday content and engagement, your social media efforts will suffer overall.
5. Using the wrong tone/voice.
Not all social media sites are created equal. For example, having a technical/distant voice on Facebook will send users running for the hills. People aren’t on Facebook to learn about company values or read up on the latest corporate news. It’s a very casual, fun site, so make sure you have a casual voice that allows people to relate to what you post. Think about this for every social site you use.
6. Winging what content you post.
Waking up in the morning and thinking, “That dream I had would make a great tweet!” isn’t going to get you anywhere. Sure, this is an extreme example, but if you don’t plan in advance what type of content to post, you’re setting yourself up to fail. Create a calendar dedicated to your social media account and forecast 3 to 6 months out. You can make a spreadsheet that breaks down what you want to post in the morning, afternoon, and evening and include the link, type of content, etc.
7. Always posting the same type of content.
Even if you’re not posting solely about your company, there are still ways to bore readers. Make sure to add variety to your posts. Try including visual media (images, videos, etc.), interactive posts (polls, trivia questions, etc.), and informative content (how-to’s, industry articles, etc.).
It takes more than signing up for a Facebook account to launch a social network strategy. Make sure that the content you’re posting not only matches your brand but also matches what your audience would want to read. Engagement is key, so focus on posting the right stuff for the right people.