Over the last few years, social media has metamorphosed itself into one of the most powerful marketing tools. The biggest strength of social media is its ability to connect businesses and customers anytime and anywhere. Social media sites have also played a significant role in helping small businesses grow into large commercial entities.
Interestingly, social media can also cause your downfall. Several businesses that misused the platform learned this the hard way in the not-so-distant past. In this article we will take a look at some defective social media strategies that could lead to the downfall of your business.
1. You haven’t built a likeable social personality
Your social media personality should be likeable. This doesn’t necessarily mean that every brand should try to be clever or funny. The key is to find the content that will resonate with your target audience. Share entertaining stuff every now and then, but if you are mainly targeting business people, don’t bombard your social channels with funny animal videos. It will only make you look silly.
Keep your personal opinions off your company’s official social media channels. As far as possible, avoid discussing controversial topics on your social media networks. There have been instances when insensitive tweets and status updates forced organizations to sack employees and go into the damage control mode. If you manage your company’s official Twitter handle or Facebook fan page, treat them as entities separate from your personal accounts. One thoughtless tweet can cost you your job.
2. You’re not providing value
People won’t share your content just for the fun of it. Most users are only interested in sharing content that would make them interesting to their followers. This could include entertainment and how-to guides. The first thing you need to do to encourage your followers to share your content is to provide value. If you provide them with useful stuff, you can expect them to return the favor with likes, leads, and conversions.
3. You expect social media to replace traditional marketing channels
Most businesses now understand that social media plays a key role in marketing their products successfully. They spend a lot of time and money on their social media campaigns but they often fail to turn those clicks and likes into sales. In short, they fail to create a sufficient return on their investment.
People don’t go to social media sites with the objective of buying stuff. If that was their intention, they would go to an e-commerce site instead. Rather than generating sales, social media is more suitable for creating buzz and building your brand. It cannot replace traditional marketing channels.
4. You don’t analyze the right metrics
Measuring the success of your social campaigns is not all that easy. Of course there are plenty of tools, but most social analytics tools only measure the number of comments and likes your posts receive. These tools can’t quite figure out whether the people who like your content will also buy from you. To get a better understanding of your campaigns, you need to analyze key performance indicators.
5. You expect an inexperienced intern to handle your social media campaigns
Many businesses still expect an inexperienced intern to manage their social media campaigns. The person may have experience in using social media for himself, but handling a company’s social network is an altogether different thing. Interns sometimes accidently post personal tweets and status updates to their company’s social media profiles. This can be disastrous. It is also wrong to assume that one individual will be able to manage it all.
Hire the right people who know about all these major mistakes, and you’ll soon be able to build a brand name.