In order to achieve the competitive edge in the social space, what is crucial is how a brand behaves and engages audiences on these channels.
So, it’s important to prevent fatal mistakes that drown not only your investment but also brand reputation.
Lack of Purpose
Often many a business gets into social media without really analyzing the purpose.
A primary mistake is to get into social media just because others are doing it. Such hasty act often pushes companies to enter without a proper plan or strategy in place, which is fatal.
Social media efforts without clear goals lose direction and fail in the long run.
Ignoring Customers’ Right to Speak
Many businesses operate on social media in the myth that continuous posting of feeds is all it takes to succeed.
This is one sure-fire way to fail.
This is a consumer-driven economy and customers want space to voice their opinions.
It’s important to limit your talk and focus more on listening to know what your customers want.
Failing to Fact-Check
Social media is a very public medium and what you say on the platform reaches billions of people worldwide. Therefore, it’s crucial that you get your facts right.
Incorrect information can lead to embarrassment and can affect the credibility of your brand.
Not Having the Right Social Media Representatives
Whether it’s your in-house social media team or a third party marketing firm, ensure that the person in-charge of your social media account is capable of doing the job right. Social media reps must know what to post and what not to, and be able to handle difficult people and conversations with maturity.
A case in this regard is that of Chrysler, the automobile company that got into a controversy following a rude comment by its social media rep. The comment circulated rapidly and the Company’s reputation was torn into shreds even though the rep was later fired.
This is the biggest mistake you could make.
You disrespect audiences when you do not respond to their tweets, fail to give accurate information and when you use social media only to promote your products/services.
As you sow, so you reap; be careful, therefore, of what you sow.
Failing to Monitor Audiences
Companies must look outside their social pages as well to know prevailing customer sentiment regarding their brand.
Sometimes, audiences may be venting their complaints about your products/services/brand on other blogs and forums.
So, it’s important to monitor all social spaces to know what is happening and prevent potent PR disasters.
Expecting Quick Results
Social media marketing is a continuous process. It takes considerable time to reap in the benefits.
Companies make the mistake of assuming that social media is the answer to all their marketing needs.
Traditional marketing is equally important. It’s important to measure results continuously to evaluate progress. Realize that social media is about building relationships and that it takes steady efforts and time to make successful relationships.
Are you committing any of these social media sins? Do you have a few social media sins to add to the list? Are you expecting quick results when using social media? In what ways do you hope to better your social media campaign this year?
Gluttony photo by Dingler1109.