Social media is a crucial part of how online businesses communicate with audiences. When it is done badly, the effects can be severe.
We have come up with nine sinful mistakes to avoid when you’re sculpting a social media programme:
Not having a plan
When it comes to social media, like many parts of your business, it needs a strategy. You need to think about what you want to achieve from each of the channels you choose to have a presence on and think about how you are going to get it.
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Alternative social media platforms
Social media management tools
Benefits of social media
By having a strategy and setting targets you can measure the success of your campaigns and realise when changes need to be made.
Not doing your research
There are quite a few social media platforms out there now all with their own nuances. You need to research whether a particular platform is right for you and how it is best to approach it before you launch in head first.
Trying to be on all platforms without the resources
Social media takes time and expertise to manage – it is a full-time job for many people. With this in mind you need to only take on as much as you think you can handle and handle well.
As you get more confident or get more staff on board you can think about branching into more platforms. Keeping up to date on what is out there is a good move though, even if you don’t think you can manage it yet.
Having an inexperienced person posting
Whether it is just you or other members of your team – make sure that the people doing the posting know what they are doing and don’t post anything you will go on to regret.
Everyone who has access to your social media channels should be well-versed in what can and cannot be said as well as the tone of the messaging.
Not replying quickly enough
It could be a complaint, it could be a question, it might well be a thank you but make sure that all mentions and messages to your company are replied to as quickly as possible. This shows the customer that you are attentive and that their engagement matters to you.
Only selling
It is true that social media channels are a good way to encourage customers to buy from you. But if these kinds of messages are the only ones being posted by your company people will quickly grow tired of seeing your messages.
Only posting about your company
Social media is about creating communities and sharing information. If you are only ever talking about your own company, you aren’t really engaging with what is happening elsewhere in your industry or in other areas of interest for your target audience.
Ignoring complaints
When something negative is said about your company on social media the worst thing you can do is ignore it. You need to react and fast if you are going to turn the situation around.
Speed, honesty and often humour are the keys to turning a complaint into a good PR stunt. People really appreciate it when their complaints are dealt with well.
Not looking for engagement
Social media is often a two-way street and you need to listen to what your users are saying and engage them to give their opinions. If all of your posts are just telling people things it isn’t good for engagement.
You should ask questions, ask for responses and get people to act rather than simply to told.
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