6 Social Media Mistakes Marketers Make - Avoid These Posting & Planning Missteps
offers a remarkable business advantage for integrated marketers. Unfortunately,
the sheer number of available platforms, frequent algorithmic updates, and
required time commitment often prevent businesses from maximizing social
media’s benefits. In fact, as Smart Insights outlined recently, there are six costly—and
unintentional—mistakes that marketers often make with their social media
Not Using the Right Platforms
media helps your business improve its positioning in the market, adding value to
your outreach, and providing new opportunities for sales and interactions. We’ve looked previously at tips for selecting the right platforms for
your business. Every app/page delivers a unique experience, so experts
encourage choosing two or three channels that best align with your business and
building a presence there, at least until time and resources loosen.
Not Updating Your Profile
To maximize your
impact, your social media profiles should communicate your business
personality. Ensure that your logo and brand are clear, that your messaging
effectively communicates what you do, and that you encourage communication. Perform an audit of your
existing social profiles if you have any or look at those companies who are
performing well in your industry and create an action plan.
Not Posting Consistently
Social media is an opportunity to build connections with
your audience. If you’re not there starting the conversation, they won’t be
there to participate. There are plenty of analytics tools available to help
marketers find when their audiences are active. This data will differ for each organization, but the key is to ensure posting
consistency so that your readers know when to visit.
Not Analyzing or Testing Platform Performance
Frequently reviewing your analytics data lets you know if
you are hitting the right time/right message/right audience trifecta. Are
readers responding when you post? Are your posts relevant? When are they
visiting? Being customer-centric is important for standing out in a crowded
market, so continually recalibrating your social media to reflect your
audience’s interests and your performance, is critical.
Not Being Flexible Enough
What worked yesterday may not work today—or tomorrow.
Periodic platform changes alter what viewers see, so regularly review your
site, stay on top of changes, and re-strategize, as needed. In the past, social
media was primarily for promotion, while today it is about engagement. The
introduction of new technologies may again change how people use social media,
so smart marketers will be prepared to adapt to the changing market, platforms,
Advantage of New Technology Live chat, live streaming, AI and machine learning, while relatively new enhancements to web and social
sites are also increasingly becoming the standard. Not only will users expect
these add-ons to be incorporated into your social media practice, you will need
to build them in to stay competitive. Use live chat for personalized customer
care, live streaming for better real-time engagement, and AI for predicting
user behavior and responding accordingly.
The customer is key to your social media strategy.
Integrated marketers who keep customer engagement and satisfaction high by
avoiding these six social media pitfalls will reap the rewards for their