We recently talked about what to do if your social media marketing strategy is failing to produce results. We offered plenty of positive, proactive tips to incorporate into your Facebook, Twitter, Instagram, and blogging techniques. Today we’re going to talk about the mistakes you could be making that may be putting a damper on both your online reach and reputation.
Every day we use the internet. Searching for content, talking with clients, checking advertisement performance—you name it. Many brands we encounter have decent strategies and online content. Every now and again, however, we’ll see a truly glaring error. Sure, the company will quickly delete it, but anything you put on the internet can live forever. Just like us, their audience most likely saw it. Screen shots were taken, comments were posted…sure enough, an article will be written about it before the hour is up. Major blunders that end up profiled on BuzzFeed and immortalized in memes are what most of our clients think of when we discuss social media mistakes. However, the less extreme and more common errors can impact your brand just as badly.
Perhaps you’ve suffered from one of these mistakes already and want to be sure it doesn’t happen again. Or perhaps your marketing is relatively unscathed and you would like to keep it that way. Either way, the following social media marketing mistakes will surely put a damper on your current strategy.
1. Hashtag hijinks. When used appropriately, hashtags are extremely helpful for social media users who are seeking specific content. They are also valuable for marketers who are trying to target those niche readers. However, there are so many marketers out there who either over-utilize or under-utilize this tool and it ruins their content entirely. Depending on your platform, it’s essential to incorporate relevant hashtags. But remember that you can have too much of a good thing: don’t cloud your content with hashtags. Generally, use 2-3 hashtags for Facebook and Twitter, 7-10 for Instagram.
2. Keeping quiet. Are social media users making comments, leaving ratings, sending private messages to your company? Then you better respond. If not, your brand will look like it does not care about or is too busy for its customers. People hate to be ignored. Don’t forget: if you don’t treat your customers right, you may as well hand deliver them to your competition. While content, visuals, and data are all essential to a successful SMM strategy, never forget the “social” part of social media. Engage with your followers! Customers wouldn’t be on social media if they didn’t want to communicate with their favorite people and brands in a unique way.
3. Controversial commentary. Are you a political pundit? If your answer is no, then there’s no reason to have a political agenda with your content– trust us, this happens more often than you could imagine. It is crucially important to remember that your company’s social media account is NOT the same as your own personal account: corporate accounts should only be used for marketing purposes. While it’s true that a few companies have taken political stands (Patagonia commenting on national parks, as a recent example), it might land you in some hot water. If you want to be all-inclusive and avoid alienating (or infuriating) customers, then avoid hot topics like politics, religion, and scandals. Finally, keep it classy; don’t use social media to badmouth your competition. Stay positive, respectful, and considerate. All that being said, we have seen a large increase in brands infusing political stances into their messages. If you feel compelled to make a point, just be ready to defend it.
4. Go public. Your account is thoroughly optimized, your content is eye-catching and you have used your hashtags wisely. Yet, you are not seeing the results you want. So why isn’t this social media thing working? Before you scrap your entire SMM strategy, take a look at your account settings – are they set to “private”? This could be the case for Twitter, Instagram, LinkedIn and other platforms; it’s the social media equivalent of leaving the lens cap on your camera during a photo shoot. Luckily, this mistake is an easy and quick fix.
Social media marketing is a great tool that you can use to build lasting and rewarding relationships with your customers. Don’t ruin your SMM strategy by making any of the above blunders—and don’t get discouraged if you have already.
At The Go! Agency, our team is trained to avoid these mistakes (and many, many others). Our goal is to make our clients shine! Contact us today to make 2018 the year your master social media marketing!