With over 3.2 billion people on social media, it’s no question that a good social media strategy has a major impact on the success of a business. Social media can be a huge opportunity for new businesses to be discovered and for established businesses to reach new markets.
However, when utilized incorrectly, social media can have a negative impact on your business. In this article, we outline some of the most common mistakes that new and well-established businesses make, so you can avoid them when implementing your social media strategies.
1. Failing to Create a Social Media Marketing Strategy
The first big mistake businesses make is failing to have a plan for how they want to utilize social media. Just like every other part of your business, you need to have a clear set of objectives before diving in. Here are some things to consider when developing your social media marketing strategy:
- Set actionable goals that you can track
- Research and know your audience ahead of time
- Decide on which metrics matter most to you (engagement, likes, CTR, etc.)
- Research your competition
- Create content that engages your audience
2. Not Being Committed to Social Media
Social media is a commitment. Failing to follow through on your social media strategy can be a major inhibitor when trying to establish your business on the various networks.
After you develop your social media strategy, stick to it! Track your goals and analyze your results. Not every attempt will be a success, but every result will bring you more data and more opportunities to fine-tune and develop your strategy. Information is power, and the more information you can collect about your audience, the more success you will have.
3. Using Too Many Networks
When you’re just starting out on social media, your first instinct may be to create accounts for every social media platform you can think of. This is just setting your business up for failure. Spreading yourself too thin can result in not sticking to your strategy and failing to connect with your audience on any of the social networks.
Instead, find 2-3 networks to start with (if you are a “solo-preneur” maybe start with 1-2). In developing your social media strategy, you should be doing a considerable amount of research about your audience. Find out where your audience hangs out the most and start there. As you start to see more success, then think about branching off into the other networks. Using tools like Trello can be a great way to keep your social media efforts organized, especially when working in teams.
4. Posting Too Often
The main purpose of using social media for your business is to get in front of more people. So, to get in front of more people you should be non-stop posting your content all over social media, right?
Wrong! Posting too often can be a great way to annoy your followers and ultimately push them away. On the other hand, posting too little can also have a negative impact on your social media strategies.
According to Volusion, here’s how often you should be posting to some of the major platforms:
- Facebook:1-2 times per day
- Twitter:5-10 times per day
- Pinterest:5-30 times per day
- LinkedIn:20 times per month
- Instagram:1-2 times per day
5. Failing to Engage with Your Followers
Social media is all about the interaction. People come to social platforms to connect and communicate with other people and brands.
This is your chance to share your company’s voice and really connect with your audience. Engaging with your followers not only shows that you care but also creates a sense of trust between you and your potential customers. When your followers ask questions or leave comments on your posts, reply and give them a great experience. This can be a great opportunity to not only earn yourself a customer but to also create an advocate for your brand.
Although these mistakes are common, they are easily fixed. Having a good social media marketing strategy in place with clear objectives can help to eliminate many of these mistakes before they become a problem.
Which of these mistakes have you caught in your own business?
About the Author
Nick Nalbach is a project manager and entrepreneur. As the founder and operator of Nine-Five to Freedom, Nick seeks to help fellow aspiring entrepreneurs and bloggers with his actionable advice, strategies, and real-life case studies. Follow him on Twitter at @ninefivefree