We’ve all seen the cases where a marketer’s a huge mistake on a brand’s social media account goes viral. However, not all social media marketing mistakes are so obvious. Here are some invaluable tips to help manage the more subtle mistakes you could be making on your business’ social media channels:
- Your page is too personal (or too impersonal)
There’s a fine line between humanizing your business’ social channels and using them as your personal account. Posting the occasional behind-the-scenes update about what your company is doing can be a great way to connect with your followers, but if you’re sharing your personal opinions about the latest controversy, then you risk looking unprofessional.
On the other hand, no one wants to feel ignored, or like they’re being talked at by a robot. Canned responses are more obvious than you might think, and customers hate being treated like just a number. In a recent study by SproutSocial, “not having any personality” was ranked as the third most annoying thing brands can do on social media. This is why it’s important to engage with your followers naturally and frequently, whether it’s by asking questions or liking and replying to their comments with care.
- You post boring content
We understand – you want to post content that is relevant to your brand and fits your online voice. Or maybe you just don’t have time to comb the internet looking for the best curated content to share. However, that’s no excuse for posting dull, dreary content to your social channels. No matter where your business falls on the seriousness spectrum, there is sure to be a way to liven your page up – whether that’s by posting funny images, inspirational quotes, or trending news stories. Just make sure to strike the right balance between boring and random.
- You post too often (or not often enough)
Social media can be a great tool to represent your brand online. However, if your last post is months or years old, you’re sending the message that you either aren’t up to date or that you don’t care enough to keep up with your accounts – both of which are red flags to potential customers.
On the other hand, the number one reason social media users unfollow a brand is because they post too often. In SproutSocial’s study, 57.5% of users chose “posting too many promotions” as the number one most annoying action brands take on social media, and 46% of people said they would unfollow a brand because of it.
- You focus too much on yourself/your brand
Social media can help build your brand reputation and boost customer relationships, but only if you create an engaging conversation instead of a one-way marketing funnel. Your page represents your company, but it should be about the customer. The traditional rule of thumb for social media posts is “the 80/20 rule” – 80% of the social content you share should be interesting curated content, and only 20% should be self-promotional.
If your business struggles with any of these social media mistakes, contact Triangle Direct Media to learn how our social media managers can help.