I often talk about the right ways to conduct yourself on social media, such as posting the correct content or sharing your company culture. However, what about the mistakes? (9G3BT7VQH6VP)
It’s bound to happen at one point or another. With about 95 percent of companies expecting to invest more in social media and 96 percent developing a social media strategy, there’s bound to be a trip up in the road to social success.
While social media is, in part, trial and error, understanding some key strategies to avoid is going to help you to create results — as well as stay away from poor customer engagement.
When you’re reevaluating your marketing strategies, do your brand a favor and get on the right side of the social media bandwagon. Here are five social media blunders you need to avoid, as well as some solutions you can use, too.
1. Too many hashtags
You know what’s really annoying to consumers? An excess of hashtags. #No #one #likes #it #when #you #communicate #like #this. It’s distracting, it takes away from your messaging, and most of the words being tagged are irrelevant to the post.
Instead, take a page out of successful social brands, like Coca Cola. The soft drink company, which has over 2 million followers on Twitter, often uses hashtags as they pertain to campaigns.
Most recently, their #CokePointOfView hashtag encourages users to post videos of Coca Cola from different angles. This entices users to get involved, while avoiding hashtag spam followers hate.
2. Links without images
Here’s a blunder some organizations tend to make: Posting links without embedding images (Here’s an example from Mattel). Most platforms, like Facebook, will allow for images to be embedded along with the link. Without it, you just have a boring link with nothing to go along with it.
Instead, post links with images. This can turn heads, boost engagement, and encourage sharing. Netflix does a great job at this. They often post links, complete with images, like this one for the movie, “The Guilt Trip.” Not only has this piece of content been liked almost 1,000 times, it also gives consumers a great visual to go along with the update.
3. Avoiding customer problems
Did you know that 32 percent of consumers who have ever attempted to contact a brand, product, or company through social media for support expect a response within 30 minutes?
In addition, 24 percent expect a reply within 30 minutes regardless of when the contact was made. This includes nights, weekends, and normal business hours. So, if you avoid customer problems, you’re making a huge mistake which could cost you followers, or worse, your reputation.
Instead, respond to consumers as soon as possible. A brand that’s good at engaging with their customers is T-Mobile. The cellphone provider responds to most complaints, like these ones on Facebook. While not every comment is responded to immediately, they do make an effort to open up a dialogue.
4. Only talking about yourself
It’s not always about you. Sometimes, your customers want to know what’s going on in the industry or with similar organizations. Being too self-centered can be a turn-off. Instead, try to post an array of content, such as organizational news, industry updates, insider information, promotions, or even funny anecdotes, all as they relate to your brand.
Southwest Airlines is a brand to mimic. They not only post company information, they also post images of cute animals, poke fun at famous movies, and participate in social “holidays” like Throwback Thursdays. This allows your audience to learn about your brand on an overarching scale, instead of getting plummeted with only news.
5. Posting too many times a day
I’ve talked about the right times of day to post on social media channels. While every brand is different, there’s one universal rule: Too much, in the realm of social media, can actually be a bad thing.
The amount you post will vary by platform. On Twitter, you could be more active. This is due to the brevity of the social network. However, on Facebook, you may want to pull the reigns back a bit and stick to posting a few times a day.
The same goes for Instagram. If you’re not sure how often to post, take a look at competitors, see what has worked in the past, and ask yourself how often you’d like to see updated from brands. Chances are, your judgement will be spot-on.
If you find yourself making the above mistakes on social media, take a step back and reevaluate your content calendar. Take some advice from industry insiders, see what the competition is into, and create a unique space for your audience. Let me know what other blunders to avoid in the comments below!