As a social media manager, who happens to wear rose colored glasses, I am always scouting out new trends for businesses to adopt into their social media strategy. I am constantly blogging lists of ways a brand can adopt platforms’ new features, and how to better their overall online presence. I’ve decided it’s finally time to take off the rose colored glasses and be a pessimist for part of my day. A little negativity can be motivating right?
While there are many things a business can do to excel on the social networking forefront, there is also a lot of room for error. Here’s a refreshing perspective and my list of 3 everyday social media blunders.
1. Having no social media strategy
You’ve selected what platforms you want your brand to be on, you’ve got a pretty profile picture, and even got the Facebook URL you wanted. Now what? The first mistake is to blindly post without a strategy. What are our competitors doing online? Who is your target demographic? What time are they online? Are your posts image based, or are they link posts? Will your imagery be branded? What’s the voice of your brand online? Is the tone of your posts consistent with your website? What is the posts’ purpose? Are you driving traffic to the website? These are the kinds of questions you should ask before you begin posting. Have a strategy. Execute your strategy. Monitor the strategy with social media insights, and then adapt based on the data.
2. Paying for fake followers
Often times when discussing the management of social media and I ask “What’s the most important number in social media analytics?” The response is quickly blurted out as PAGE LIKES. Yes. Page likes are important. It DOES look good if you have a lot of page likes, but it is NOT the most important number. Time and time again brands and organizations pay for fake followers and likes to make it seem to the outward eye that they have it all together on social media. Wrong, wrong, and wrong.
In all actuality, the most important number is the talking about rate(sometimes referred to as engagement). Let’s say your company sells cameras, for example. You’re on your Facebook page and think to yourself, “hey maybe more people will come on our social media pages and purchase a camera if we have 10,000 Facebook likes instead of 2,000.” So you head to a ‘pay for likes site’ and buy 8,000 fake fans for that shiny little “10,000 people like this” on your timeline. Yes, it does look good, but is that going to help you sell more cameras? NO.
Fake fans are not going to buy your cameras. That’s why you want a good talking about rate, and no fake fans. Aim for a high number of REAL users actively engaging with your content and buying/talking about your products rather than trying to look good by having thousands of page likes. Do you want to look good, or sell your product?
3. Neglecting social listening
With social listening systems like Hootsuite, Sprout Social, and Tweet Deck brands can easily manage the conversation as they pull in posts to their Facebook page and Twitter mentions. But what about the fans who don’t know you’re online? A lot of social media managers don’t go much further than monitoring the people that engage with their organizations directly, yet there is a whole other world of opportunity to generate leads. Set up searches that DON’T involve those mentioning you, look for people talking about your brand that don’t have a Twitter handle, find people to reach out to who mentioned that they like the products you sell, but don’t know your brand exists.
Phew. I’m glad that lapse of “negativity” is over now, and I can put my rose colored glasses back on.
But what about you? Are there mistakes you see brands making?
Kait Roth is the Vice President of Digital Marketing at Sparq Designs, a digital marketing agency in Pittsburgh. Learn more about her, here. If you have questions about social media marketing, contact the Sparq team today.