Reaching and engaging customers via the proliferation of social media channels has become a huge priority for most businesses. And yet many of these companies create and post pointless, promoted posts, sharing information none of their customers really cares about.
The result: wasted ad spend on campaigns that fail to cut through the digital noise and drive action.
How do companies tank their social media campaigns over and over again? By making one or more of the following mistakes:
- Having No Strategy
It’s said you can’t get to your destination without a roadmap. You can, as long as you don’t know where you’re going.
While you don’t have to plan out every single tweet or Facebook post verbatim, you DO have to plan what content and events you are going to create content around.
You also must do a bit of research to determine which channels are the right ones for your business. Despite what you may think, you do not have to have a presence on every single social media channel. Trying to maintain myriad SM accounts will spread your marketing team too thin and waste precious resources.
Instead, determine WHO your customers are and WHERE they choose to get their information. If you’re a B2B company, you may find you only need to be on LinkedIn to get excellent reach. Other companies may find Facebook and Google+ work well, while others Instagram and Youtube.
- Not Acting Like a Human Being
If you’ve been focused on traditional advertising channels like newspapers and TV ads, you may stumble a bit when first using social media. That’s because traditional advertising incorporates one-way messaging. You talk – they listen.
But social media is a digital conversation. This means you have to be the HUMAN behind the company and engage with your customers, not sell to them all of the time. This will entail listening to their problems and offering real help, or just offering a smile in the form of a funny photo.
With social media, you want to throw a party, invite all of your prospects, and then be the life of your own party.
- Not Bothering to Automate
You probably already know this, but it bears repeating: social media marketing isn’t something you do once a month. It’s definitely a commitment of time, and since so many small business owners have very little time, the best thing they can do is prepare a chunk of content ahead of time, then load it all up into a robust automation tool like Hootsuite or Buffer. A set-it-and-forget-it approach will help you be consistent with posting.
Just be sure to spend a little time each week (or assign the task to someone else) responding to comments and answering any customer questions that may pop up.
- Not Bothering to Measure
How do you know if your social media campaigns have been successful if you don’t measure them?
Besides reach, one of the other main benefits of social media is it can be predictably analyzed. SM can be easily broken down into analytical definitions like retweets, replies, mentions, and engagement.
It’s important to set some realistic metrics for your campaign (150 retweets) before you launch, then see if you were successful or not. If not, tweak and refine your content strategy and check to make sure you chose the right channels and right time of day to reach your audience.
Social media can be a great addition to an integrated campaign, but if you want this channel to work for you, you’ve got to read this post one more time to ensure you don’t make any of these common mistakes.