Today, keeping profiles in social networks is part of any company’s marketing strategy, no matter what size it is or what it does. If you also decided that your brand will be useful for SMM, first try not to fall into the common pitfalls — to do everything right from the very beginning is very difficult. In this article, we will describe typical mistakes made by companies on their social sites.
Not to have a promotion strategy
The company without a working strategy in social media will never achieve effective communication with its audience because communication will turn out to be inconsistent and confused. Develop your own style, measurable goals, a clear profile policy and a thoughtful publication calendar. Without them, it will seem that you act at random without any system. A weighted promotion strategy in social networks will help you create useful, memorable content that will involve users.
Make accounts in all social networks at the same time
Please avoid registering on each social network. Yes, you would like to reach more users, but not when you are just starting out. Especially for small businesses, it is much easier and more efficient to master one platform before moving on to the next one. If you sign up right at Facebook and Twitter, YouTube, Instagram, and Vimeo, as well as in LinkedIn and Google+ with SlideShare (…) and start messing with everything in them, you will look weird. And when you have to freeze or close most accounts, because you just cannot deal with them, it will look even worse. Would you buy something from a company that does so shortsightedly? We would not — such behavior clearly does not contribute to the formation of trust, which is based on any relationship with customers.
Quantity does not mean quality. Your goal is to build long-term relationships with people, rather than get stuck with numbers. The attraction of a large number of subscribers — and the social influence that accompanies it — takes time and much work. But the purchase of followers can lead to unpleasant consequences. Do you really want to risk a reputation among real readers if deception is revealed? What does this say about your integrity as a company? In the end, such actions can damage your brand and adversely affect profits.
Talk about your brand and nothing more about.
The infinite flow of information about only your company, most likely, will alienate readers. Of course, you promote your products, but you also need to share other useful information related to your niche. A good scheme for starting is “5-3-2”, a social sharing model that will help you to keep subscribers’ attention and attract new ones. For example, if you want to publish 10 messages in social networks for a week, distribute them like this:
- 5 posts — content that does not belong to your company;
- 3 posts — information about the product, but not concerning its sale;
- 2 posts — positive content of personal content, helping to humanize your brand.
Incorrect use of hashtags
Using hashtags when promoting on social networks can help when it comes to creating visibility for your brand. But use them too intrusively is annoying. Limit the number of tags and always ask yourself whether you used them correctly.
Publish too often
Placement of one post after another within minutes or even hours can alienate subscribers. Your task is to plan the periodicity of publications correctly, so as not to overload the readers with information and not be a spammer. Otherwise, do not be surprised if they unsubscribe from you and never return.
Ignore the spelling rules
Have you ever noticed the Facebook posts with errors in words? Or tweets without punctuation? Negligence towards the language can nullify all your efforts and even lower the level of trust in the brand. Checking your own content is not an easy task, but it is important to create a positive impression for the audience.
Being asocial in social networks
Users of social networks expect feedback from companies. They want to feel that they are talking to a living person, not a corporate robot. Therefore, the answers on behalf of the brand should be written in a simple human language — this increases the degree of trust between you and your customers. It will also be great if you manage to be interesting and witty, rather than monotonous and faceless.
Publish non-business content
The presence of users in the news line just to be present is no longer relevant for large companies. Offer readers information that solves their problems and tasks. For example, subscribers to a medical brand do not need fast recipes. And web developers are just interested in the cases of a large company, and not third-party news.
Try to follow these rules and they will help you to grow your online presence in social media.