Although the concept of social media is still very young in the corporate world, it has fast become a vital part of practically any company’s marketing strategy. However, it may come as a surprise that tweeting, liking and meme-ing everything you can possibly think of is not always the best approach, and could damage your company rather than enhancing it.
We understand that there’s also a sea of advice online which can confuse you further, from sharing selfies on Snapchat to jumping on the #mondaymotivation bandwagon. To give you a helping hand, Ricemedia has put a big, red flag on the 5 social media mistakes your company might be making and how you can avoid doing so.
1. Trying to Do It All
It can be easy to assume that promoting your company on every social media channel possible is a foolproof way to increase brand awareness and conversion rates but that’s not quite how it works. Some channels are better suited for certain companies than others and making the right choice is relatively straightforward.
For example, if you sell delicious, bespoke cupcakes, plastering yourself all over LinkedIn might actually be a waste of your time and effort. Instead, you should consider what it is your company offers and where your target audience are most likely to spot you. Platforms such as Instagram and Pinterest are going to work in your favour if you offer a product to your customers whereas LinkedIn and Twitter will work better for B2B services. Don’t spread yourself too thin and think logically.
2. Sharing Too Much Information
When looking into a company, there’s nothing worse than finding out just a bit too much about their personal affairs, especially if they make you cringe. The temptation to rant on social media can be very tempting but it’s wise to think carefully before you slate your competitors or express how hungover the team are whilst in the office.
The best way to think about posting on social media is to think: “Would I say this to my boss?”. If your answer is no, chances are you shouldn’t post it. Keeping it professional and relevant is the key to avoiding awkward conversations and maintaining the audience engagement you have already achieved.
3. Not Keeping Track
There’s no doubt that social media is an amazing way to truly engage your audience and draw attention to your company. But no matter how many shares your meme got, if you’re measuring and tracking the wrong results, you might be missing out.
Social media is a gift that gives over time, not instantaneously; meaning you will reap the benefits over time and cumulatively. Don’t make the mistake of getting sucked into the easy, attractive vanity metrics .e.g. likes, shares and retweets. Be patient and note the changes in your solid KPIs such as conversions and traffic.
4. Ignoring the Bad Stuff
No one enjoys reading or receiving negative feedback about their company, especially when it’s broadcasted on such a public site such as Twitter or Facebook. However, the worst thing you could do is run and bury your head in the sand. If a customer is reaching out to you, it’s most likely because they’ve already experienced some bad customer service.
The last thing you want to do is make this even worse by ignoring them. Instead, view every negative comment as a chance to win over a customer. Ask them what it is you could do to help them out whilst making light of their issue. It may be that reaching out to a customer is all it takes to turn their negative experience into a positive one.
5. Failing to Plan Ahead
As cheesy as it sounds, you want to think of your social media as a journey or a set of multiple journeys. You wouldn’t set out on an ordinary journey without ample preparation and planning in order to reach your destination. Social media works the same way.
Often, companies will dive head first into social media without adequate planning and insight. Grabbing an employee who understands “the Twitter” is simply not enough and leaving it all down to one person rarely does the trick. Rushing into your social media efforts with haste can easily lead to mistakes and these can come back to haunt you.
Take your time when figuring out where and how to direct your social media. Remember that no one is perfect and that experimenting and going outside of your comfort zone could be just what you need.
If your business has been making any of these mistakes, or you’d like some advice about your social media strategy, get in touch with one of our social media whizzes and we’ll get you back on track.