Social media has become inextricably connected with online marketing and nearly 2 billion people use it every single day. This presents business owners with an unparalleled platform for advertising their company, but managing these accounts is challenging at best. Making mistakes with social media will have a long-lasting impact on a company and could do quite a bit of damage to the bottom line. Every business owner should take a look at these common problems and see what they can do to avoid them in the coming years.
No Clear Plan or Goals
After the accounts have been set up and linked to the company’s website, it is time to start thinking about clear goals and a plan of action that will help the business meet those goals. Countless businesses create accounts with a few social media platforms without even considering what their plans are for the coming months, and this will waste their time and resources. It is important to start setting monthly goals and at least develop a rough outline of how those goals will be achieved.
Content Becomes Overly Promotional
Content that is overly promotional has become such a problem that Facebook actually announced it will crack down on these posts and remove them from users’ feeds. Social media accounts cannot be seen as a digital billboard in which a company can plaster their advertisements. Instead, owners need to start thinking of them as a way to interact with current and future customers while adding valuable content to their life. This content can be as simple as a lighthearted joke or as important as a breaking news story within that particular industry. There is a time and place for advertisements, but social media accounts are not one of them.
Regular Updates Become Overwhelming
After a few months of managing social media accounts, many will begin to notice just how time-consuming it can be. For these individuals, it is time to start thinking about quality over quantity. Facebook updates, Tweets, and YouTube videos don’t need to be released multiple times a day throughout the week. Instead, it is more effective to strategically time updates at peak hours and then analyze which of those updates are getting clicks. Business owners want to ensure that they continue to have touchpoints with their customers without overwhelming them with useless information.
Grammar Errors and Inaccurate Information
All it takes is a single bungled post for followers to immediately lose interest. In the best case scenario, a typo or grammar mistake will be overlooked, but it can also lead to a barrage of corrections and snide remarks. Even more dangerous is sharing information that is later found to be incorrect. Businesses that plan on sharing news and pop culture must be exceptionally careful where they are getting information from. It often seems like a good idea to jump on a breaking story just as it happens, but even the largest news organizations can get information wrong at some point.
The Competition Is Creating Too Much Noise
Social media gives small business owners an unprecedented platform to connect with the world, but it is also a busy, noisy, and fast-paced arena. Instead of going head-to-head with larger competition, small and medium-sized businesses need to narrow their focus instead of casting a larger net. Owners should be looking at where their key demographics interact and then engage them in those forums, chats, websites, and pages. If a few hours of social media management only produces a few dozen key customers per month, then it is most likely time well spent.