Social Media Marketing Mistakes That Will Drive Your Customers Away
Social media is seemingly ubiquitous in today’s world. In fact, 3.78 billion people are now using social media worldwide – a figure that’s increased dramatically over the past year or so. That means businesses both large and small have more opportunities than ever before to connect with their customers.
But that doesn’t mean that the use of social media is foolproof. Brands need to proceed with caution to ensure they don’t unknowingly commit a faux pas. The truth is that there are a number of social media marketing mistakes that could completely derail all your efforts. To get the most out of your social media strategy, be sure to avoid the following missteps.
Not Engaging With Your Followers
Social media isn’t a “set it and forget it” kind of promotional technique. You need to consistently connect with your audience if you want to grow your following. If you want to get engagement on your posts, you need to engage with others. That means you need to reply to comments (with more than just a “like” or an emoji!), respond to direct messages, like others’ posts, follow accounts in your niche, and leave comments.
You’ll want to look at relevant hashtags and grow your community through engagement with those accounts, as well. While it’s true that some people will blindly follow a brand they love even if the company fails to respond to questions or comments, the majority of customers want to experience a more personal connection with businesses through social media. If you ignore your customers, they’re probably going to leave. Even if they don’t actually unfollow, they won’t be as likely to engage with your posts – and that means your posts won’t be shown to as many people. To beat the algorithm, so to speak, engagement is key.
Posting Offensive Content
This should be a no-brainer, but brands do sometimes find themselves in hot water when they post anything that could be deemed offensive. While a recent social media conduct survey found that 66.8% of participants never or rarely publish posts and comments relating to divisive topics, some brands think they can do no wrong. In other cases, businesses simply don’t think about how an innocuous post could be perceived.
At a time when cancel culture has become a huge fear for many people, you can never be too careful about what you post. First, it’s a good idea to establish a code of conduct for your brand’s social media accounts and to designate who is allowed to post on these accounts. All content should go through an approval process ahead of time before it goes live. You should also take care to restrict access to your accounts once an employee leaves. And if you’re having trouble evaluating whether a post might be offensive, you should always err on the side of caution. Remember that the more diversity you have in the room, the better off your posts will be in terms of inclusion and inoffensiveness. When in doubt, don’t post it.
Failing to Stay Consistent
Consistency is key when it comes to social media. It’s a never-ending job, which can make it all too easy for us to forget about posting for days or even weeks. That, in turn, can cause followers to forget about you. Posting consistently will allow you to keep your brand in the public eye and can often increase your overall engagement. Social media algorithms tend to like accounts that post consistently.
That doesn’t always mean you have to post every single day, but it does mean you should adhere to some type of schedule. A good way to prioritize consistency is to develop a content calendar and follow it as closely as possible. Not only will this keep you on-track, but it’ll help you plan ahead and cross-promote with ease.
Providing No Value
Although consistency is important, you shouldn’t post just for the sake of posting. If and when you do, you’ll probably notice that those posts don’t receive as much attention as others. Why would this be? Because you probably don’t have a good enough reason for posting – and your posts may provide very little value to your audience. Whether you’re posting a low-quality stock image to promote your business or your captions don’t encourage engagement, your audience probably won’t respond very well.
That can result in ignored posts, dwindling follower counts, and a lack of conversions. With every post you make, you’ll want to ask yourself how you can solve a customer problem, educate a follower, or share something special about your brand. When you can provide something valuable, customers will look forward to every post, story, tweet, and video you make because their lives will be improved by them in some way.
Don’t Make These Social Media Marketing Mistakes
Social media marketing should undoubtedly be part of your overall promotional strategy. But if you want to be effective on Facebook, Twitter, Instagram, LinkedIn, and Tiktok, you’ll need to make smart decisions. By avoiding these aforementioned mistakes, you’ll have a better handle on how to interact with your followers, improve your brand perception, and drive traffic and sales.