Social media can be a powerful marketing tool, but the results of your campaign significantly depend on how well you manage it. Although social media is one of today’s most popular marketing channels, many businesses do not know how to effectively use it to build their brand. If you’re new to the world of social media marketing, make sure that you avoid these common (and potentially disastrous) mistakes:
Not having a plan
Your business is finally on Facebook, you’ve set up your Twitter account, and you think that you’re ready to handle Instagram. Now…what’s your plan? If your answer is to ‘just start posting’, you’ll impede your chances of being successful. One of the most common social media mistakes is to set up multiple profiles without a strategy. Work out a posting schedule, determine the best times to post, and think about appropriate content. Consistency and frequency are key for social media success, and neither of those things are possible without a proper plan.
Hiding/Deleting negative comments
Picture this scenario: A company notices that someone left a negative comment, and they decide to delete it. The person who made the comment notices that their content was deleted, and now they’re angrier than ever. They spend their time blasting the company on their own social media profiles, and get other people riled up enough to start posting their own negative comments. Now the company in question is involved in a very public and even more embarrassing flame war, and it was all because they got rid of a single negative opinion online.
Negative comments are an unavoidable part of social media. You can respond to them, you can ignore them, but unless they’re vulgar try not to erase them.
Lacking a content policy/posting guidelines
Companies with social media profiles that don’t have content policies are like ticking time bombs, they’re one tweet or post away from a PR disaster. If you’ve hired a social media manager to post on behalf of your company, you need to make sure that they’re representing you brand properly. Set expectations from the beginning about how you want the business to be represented online. Have ground rules about language, tone, and what topics are off limits.
There isn’t an exact science to social media, and every business that uses it will have to find out what works best for them. Don’t be afraid to experiment with new ideas, but keep in mind what has worked best in the past for other companies. Once you implement these strategies, you’ll be one step closer to an effective social media campaign