Social media can help grow your personal and company brand if done right. If social media is not done properly, it could send the wrong message to your community and it could hurt your brand. It is important that you don’t put your social media on autopilot and you don’t neglect it. Social media takes a lot of care and feeding.
We have created a list of five common social media mistakes and how you can avoid them.
1. Not customizing your message to the social network
How many times have you seen @ signs on LinkedIn? Probably a lot. Do you listen to those messages when you know they are for another social network? Probably not. What about learning about LinkedIn on Twitter? Are you really going to read an article about LinkedIn tips on Twitter? It is a common mistake that people make is not customizing posts for each platform.
The fix: Remember what the purpose is of each network is and its ins and outs. LinkedIn is a social network for professionals; therefore, your posts should be more professional. Facebook is a network for friends; so these posts should be less formal, more casual. Remember to cater your message to the platform. For some, this is communications 101 but for others, it is a common mistake.
2. No strategy
Have you ever asked yourself why you are on Facebook? What about Twitter? Are the people your company trying to reach on that social network? Are your friends still on Facebook or have they left for another platform like Instagram? Who are you trying to communicate with? Before you or your company joins a social media platform, ask yourself: why?
The fix: Create a social media strategy. Having an intern manage your company’s social media presence is a big mistake (here are 11 reasons why). A seasoned experience professional should be handling your company’s social media presence because he or she knows your business well and can avoid crises.
3. One-way communication
Social media is not a platform to blast messages one way. It is a way for people and brands to listen, learn and engage. How often do you see a brand or person never respond to a post or a message they sent? How often do you see questions or concerns go unanswered by brands and people? It shows a lack of understanding the true essence of social media: being “social.”
The fix: Social media is a way to humanize brands (read: 20 tips on that topic) and open up possibilities for people to connect with people around the world. Social media is a platform for two-way, not one-way communications. For everyone @ mention on Twitter, reply back. It doesn’t take a lot of time to say thank you to your followers who care about you or your brand.
4. Selling. Selling. Selling.
Social platforms are not for selling. People don’t join social media networks to be sold to. They join them to converse, see what others are doing and learn about the world. How often do you see posts about companies talking about themselves too much?
The fix: Share news and expert content that is helpful and shareable. Find a balance of posts that promote others and you or your company once in a while. Share content created by your colleagues and industry experts. Be helpful, not salesy.
5. Inconsistent or no posts
How many times do you see a company create a social network but they haven’t posted in months or years? The page looks like a ghost town. For example, how many Twitter accounts have you seen where the person still has an egghead and has never tweeted? Inconsistent posting on social sites can say more to your followers than what you are actually posting. Would you work with a company that didn’t care about its social media presence? How you would be treated as a customer? Would you get neglected as well?
The fix: Make sure you post at least once a week. On some social networks, you may want to post once a day but you don’t want to clutter your followers’ feed. For example, Twitter is a much faster moving feed so posts can be much more frequent than Facebook. On LinkedIn, you may want to make an update at least twice a week because your home feed on that platform is getting more activity recently with the launch of sponsored updates.
What would you add to this list? What are you seeing that others are doing wrong on social media?