Social media has grown to be a big part of online engagement in recent years. As a result, businesses who invest in social media management and publishing strategies are finding it to be an effective solution for growing brand reputation.
While social media can be a great way to engage with current and potential customers, there are a few potential drawbacks that need to be avoided. As you are building your social media strategy, here are some of the biggest mistakes to watch out for:
Not Knowing Your Target Audience
If you are trying to talk to everyone, then you aren’t going to engage with anyone. The reality is that generic content doesn’t resonate well – and it will likely lead to low engagement. Instead of keeping your message too general, look for ways that you can dial in the exact persona that is looking for your services. Then, speak to that person.
As you are finding your target audience, you need to determine as many demographic details as possible. Find details about their age range, location, hobbies, employment, income, family, pain points, interests, and more.
Consider looking at social media platforms to see audience insights. Facebook and Instagram can help you understand your followers better, then you can adjust your content strategy accordingly.
Inconsistent Publishing and Posting
When you are building your social media presence, make sure to have a consistent routine for publishing on your profiles. An inconsistent posting schedule can actually hurt engagement and make it harder to establish follower growth.
Don’t fall into the trap of putting time and effort into ineffective social media campaigns. If you are posting too infrequently, then it makes your brand forgettable. If you are posting too often, then it can be overwhelming to your followers.
One strategy is to create a content calendar and then use a social media scheduling tool to ensure that everything is going live at the right times. Regular publishing is an essential strategy for avoiding brand inconsistency on social platforms.
Prioritizing Sales Over Relationships
While there are times when it makes sense to pitch your products or services, one of the worst social media branding errors you can make is a non-stop sales pitch. If you are only selling, then it can turn off potential customers.
Instead, shift your strategy to provide value through educational and entertaining content. These methods keep your followers interacting with the things you are posting, which can help to avoid engagement decline due to poor social media practices.
The truth is that when you focus on quality relationships with current and potential customers, then the sales come naturally. So, instead of always publishing a sales pitch, turn your focus to storytelling and engagement. For example, you might share customer success stories so that you can create deeper connections with people who are interested in the services that you are offering.
Not Following Through with Audience Engagement
As you are staying consistent with your social media management, regular content publishing will naturally lead to followers engaging with your content. Make sure that you are proactive about responding to comments and keeping the conversation going.
One of the common mistakes in brand social media management is not responding to comments, messages, or mentions. Each touch point is an opportunity to build a stronger connection with current or potential customers, so take advantage of every option that comes through.
This type of engagement is a great way to build your community and establish brand loyalty simultaneously. So, set aside time every day to proactively interact with your followers. Answer questions, reply to comments, and address their concerns as needed.
Don’t Forget Social Media Analytics
There are always ways that your social media marketing strategy can be improved, which is why it’s critical to leverage information available through analytics. Ignoring analytics is one of the worst social media strategy pitfalls – it’s like driving a car with a blindfold on.
Ideally, you should be looking at key metrics that will influence your reach and customer interactions. Look at engagement rate, reach, and follower growth. Evaluate the factors in your highest-performing posts, then look for strategies that can be used to integrate these methods into future content publishing strategies.
The more you review social media analytics and use these insights in your marketing strategy, the better you can refine your content in the future. These insights help you determine what resonates with your audience so you can get the best results possible from your social media management and campaigns.
Relying Only on Organic Growth
While the hope is that your posts will go viral and you will bring in a lot of traffic through organic reach, the reality is that most brands need to invest in paid advertising as well. Organic growth is important, but as a standalone strategy, it’s likely that your reach will be limited – especially in the beginning.
So, consider using a multi-faceted approach with paid ads, influencer collabs, and other paid methods that will bring in immediate traffic. You can improve your reach and get visibility on your campaigns, and then leverage this momentum to benefit your organic strategy as well.
FAQ
What not to do in social media marketing?
Some things that should be avoided are inconsistent posting, ignoring your audience, only publishing sales messages, and not responding to negative feedback.
What are the best practices for brand presence on social media?
You can build your brand presence on social media by staying consistent with your publishing schedule, creating and sticking to a brand voice, and publishing a mix of content that is educational, entertaining, and promotional.
How can a brand maintain consistency while implementing best practices for brand presence on social media?
The most effective strategy for maintaining consistency is by creating a content calendar and using scheduling tools.
ARYU Advertising is Here to Help with Social Media Management
Are you ready to invest in a social media campaign that works? Talk to our expert team at ARYU Advertising for your personalized recommendations. You can contact us at your convenience to discuss the possibilities for your online marketing campaign.
