Social media is integral to any robust digital marketing strategy, but what social media mistakes could you be making and not even realize?
More than half of the world (about 58 percent) now uses social media, and the average daily time spent using social media is 2 hours and 27 minutes.
The opportunities for reaching and engaging with your target audience are obvious on social media, but with every misstep, you risk missing your goals and even alienating your audience (depending on the severity of the mistake since social media users can be quite unforgiving).
Check out what every startup company should know about social media.
The following are the eight most common social media mistakes to avoid.
No defined target audience
Understanding who you’re trying to reach and engage with is critical. Even if you could afford to target everyone, it’s not a good idea.
Why? Because the success of your social media is based on determining your target audience and creating a strategy focused on reaching that group of consumers. (And no small business can afford to target everyone.)
In other words, you want to spend your resources on the people who would be genuinely interested in your products or services.
Check out our seven tips to help you determine your target audience.
No social media plan
Not having a plan for your social media marketing is not only a mistake in itself, but it can lead to other unintentional mistakes along the way.
Invest the same amount of thought and attention into your social media as you would any other method of digital marketing, such as paid advertising or email campaigns.
Start by listing the specific goals you want to achieve, determine your budget and then a step-by-step action plan that includes a clear outline of what you’re wanting to achieve and how your measure your results (to determine whether you’re hitting your goals).
Keep in mind that you also don’t have to be on every single social media platform if they’re not all serving your brand’s needs. You can do more with less.
When it comes to organizing your content, consider our eight tips to create a content calendar.
Lack of engagement in social media conversations
Engagement starts with posting engaging content. But once those reactions, comments and shares happen, it’s your obligation to be part of the conversation. Lack of participation is a big social media mistake.
Even if comments are negative, don’t avoid them. Consider some of our overall tips for responding to negative reviews (which can be applied to negative comments as well).
Of course, if you’re not seeing any engagement on your social media posts, then it’s time to evaluate your content. The goal is to spark a conversation with every post. What’s working and what’s not?
In addition to public threads, you also need to stay on top of direct messages. About 42 percent of people who have reached out to a brand on social media for customer support expect a response within 60 minutes.
Too much reliance on automation
Social media automation is huge for staying on top of conversations across multiple platforms. However, if you become too dependent on automation, you risk losing your brand’s human touch.
You also risk any automation blunders when a bot doesn’t understand particular context.
Strive for a balance, where you’re leaning on your social media automation tool for the heavy lifting, but you’re still involved in the social media conversations as much as makes sense.
Check out our seven opportunities for social media automation you might not have thought of, as well as 11 free (or almost free) social media management tools.
Posting too much
There’s no magic number of posts that your should strive for each day, but if you’re finding that you’re valueing quantity over quality and not seeing any improvement with your engagmeent rate, then it’s time to take a second look at how often you actually need to post on each platform.
Especially if you notice that you’re posting “good” but not “great” content simply to fill a whole, reconsider. Posting better content, even if less frequently, could lead to better engagement.
Overly promoting yourself
Clearly, social media is a conversation, not a one-way broadcasting medium. In that sense, you want to avoid promoting yourself too much.
A common social media mistake involves businesses almost entirely publishing promotional or “salesy” content. Doing so can turn off your target audience. The key is about finding a balanced content mix that isn’t all about you. Be socialable.
At the same time, remember that you don’t have to only post your own content. Curated content and user-generated content can benefit your audience as well.
Treating all your social media platforms the same
All social media platforms are not created equal or should be treated the same. A common mistake is using a social media management tool to schedule your content but then scheduling the same content across platforms.
Even if you can tweak the sizing accordingly per platform (the optimized image size for Twitter is not the same for Instagram, for example), that’s a start. It’s all too easy to get stuck posting horizontal images and videos across platforms, even if that’s not best for one or two of your accounts.
Of course, ideally, you understand the demographics of your following on each platform and create unique content accordingly per platform. You absolutely can run a Twitter-specific campaign, for example, that doesn’t appear anywhere else.
No performance monitoring
Social media marketing is ever evolving. Even if you have a plan, that doesn’t mean that nothing can or should change a long the way. Monitoring your social media analytics is imperative. Simply knowing what’s working can help you do more of it. On the flip side, knowing what isn’t working can help you pivot and adjust as well.
Check out our guides for understanding your metrics on Facebook, Instagram and Twitter.
Every brand has made its fair share of social media mistakes over time. The key is to learn and grow from any mistakes you might happen to make.
While you’re evaluating your approach to social media, think about your digital marketing process. Is it everything you want it to be? DailyStory features automation, audience segmentation and more. Schedule your free demo with us today.