As congested as the market becomes, every company hopes to disclose its brand in the face of the greatest possible number of eyes in search of customers and sales. Every brand must and can harness the power of social networks. But in an attempt to stand out on the platforms, it is not uncommon for a few mistakes to be made. And that is what I will show in this article: what not to do!
Contents
Toggle- 1. Not have a clear strategy!
- 2. Not consistent:
- 3. Do not reply to comments and messages:
- 4. Do not use relevant hashtags:
- 5. Post irrelevant content or spam
- 6. Post inappropriate or offensive content
- 7. Do not monitor and manage online presence:
- 8. Do not use images or videos
- 9. Forget to diversify
- 10. Do not measure results
1. Not have a clear strategy!
It is important to have a plan for what you want to achieve with your social media posts and how they fit into your company's overall marketing strategy. Planning needs to be thought of as a priority to achieve the desired goals.
Creating a platform marketing strategy may seem like an obvious thing to do, but many companies fail to do so and insist on falling into the trap of just posting things on the networks without any real marketing plan.
You need to face social networking optimization with the same seriousness you do with any other marketing effort.
Draw up a list of specific goals you want to achieve and then create a budget and an easy-to-follow action plan. This should clearly outline where you want to go, how you intend to measure your results and the number of resources you may need.
Marketing for the wrong audience
This is a fairly common flaw and should be a priority part of planning. Who do you want to take your message to? If you want to grow on social networks, you should market to the right audience. Sharing content to an audience you think you're listening to when you're not actually in is a waste of time.
Use the analytics sets offered by all platforms (Facebook, Instagram, LinkedIn, Youtube, Twitter, Tik Tok). This allows you to understand who your audience is. In addition, you can see which content is most appreciated, which helps in marketing strategy to move forward.
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2. Not consistent:
It is important to be consistent with your social media posts and interactions, so your followers, fans or customers know what to expect from you and to keep your presence active. Many companies make the mistake of posting only on commemorative dates, forgetting that networks are accessed daily and at all times by billions of users around the world.
There is no point in posting once a week and only products, for example. Each time the posts in networks and depending on their number of followers, they reach a smaller audience organically. And sometimes, even if you invest in paid media (advertising), you have to have a constancy in the publications.
Try to post at least 3 times a week, and the most suitable is to publish every day, provided they are relevant content and, as I highlighted above, planned with their scope strategy.
3. Do not reply to comments and messages:
Remember that social networks, besides being attraction channels for interested in your product or service, are above all “relationship”. Therefore, it is essential to maintain an active dialogue with your followers in the networks and to answer questions and comments in a timely and professional manner.
Platforms like Facebook measure the range of your publications, also taking into account the response time that the Page takes to answer questions in comments or conversations by direct message. And this becomes visible to the user, being a point in favor if the response time is as short as possible.
Always try to keep an eye on comments and interactions, also avoiding noises that may harm your brand's reputation. Activate notifications from each network, so as not to lose any new messages.
4. Do not use relevant hashtags:
Hashtags (#) despite being used massively and without clear criteria, are still relevant for content delivery, especially Instagram and LinkedIn, and can help increase the range of their posts, attracting new followers interested in these outstanding subjects.
The recommended is to add to your hashtag list, in addition to the key business or product words, the trending topics (which are on the rise) on the networks. But, watch out: never overdo it!
5. Post irrelevant content or spam
Publishing content that is relevant and useful to your followers remains a valuable and decisive rule for achieving results, so avoid spam or valueless content posted on networks.
Another mistake that people make is to launch links to their content and sales promotions across all social networks. Don't post automatic links and spam. They never work. Avoid broadcasting; social media is not another advertising channel. Join the conversation.
6. Post inappropriate or offensive content
It is important to be sensitive and respectful in your social media posts and avoid publishing inappropriate or offensive content. Respect gender, race, and age issues, for example. Try to promote inclusion and avoid jokes and bad memes.
Offending your followers and users is the worst thing that can happen to a brand. Beware of commenting reviews on platforms, as many companies end up leaving for the attack, rather than receiving feedback that can help improve services.
7. Do not monitor and manage online presence:
Try to monitor your posts on social networks and manage any negative or critical comments in a professional and constructive way. As already stated in the previous item, it is your reputation or your company that is at stake.
Periodically analyze the presence of your brand not only by looking at the metrics of vanity (likes and followers), but also in the engagement that posts provide. And if the interaction is small, look for ways to broaden your message.
8. Do not use images or videos
Images and videos can be a great way to get the attention of your followers and make your posts more attractive. Social networks are visual by nature and without an image that is associated with the product or service, it is the same as nothing.
Remember that the videos are on high, just watch the success and reach of platforms like Tik Tok, Instagram Reels and even the popularity of Youtube. Invest in videos relevant to each campaign or even company actions or brand telling interesting stories.
9. Forget to diversify
What types of content are you sending to your profiles? If you are always posting the same thing – especially if you are always self-promotional – your followers will not be engaged. Increase engagement by making sure you vary the type of content you publish, such as:
- Your own blog posts, articles, videos and photos
- Links to external content relevant to your public interests
- Shares or reposts from partners in your niche of action
10. Do not measure results
This error I left to the end, because it constitutes the worst flaw that can harm a marketing project on the networks. Tracking and understanding the metrics of your social media campaigns and adjusting your strategy according to results to ensure maximum return on investment is one of the most important points.
This will impact the success or failure of a brand. Without data and improvements adapted according to metrics such as reach, views, interactions (engagement) and shares, you will not know the way to go. Extracting and analyzing insights from your posts makes a difference when planning new campaigns in search of customers and sales.
Use Google Analytics to track the shares and analyze the traffic that arrives on your site. Are they more or less likely to convert into leads and sales?
Measure the quality of your followers, the popularity of your posts, and the extent of your influence to get data that will help your future network marketing efforts.
You need to define social KPIs, demographic filters and engagement factors. By doing so, it is easy for the software to identify the details that are useful for your campaign.
Start by monitoring customer engagement, conversion and trends in purchase decisions. The following insights are essential:
- How do fans react to your posts, how do they interact with you, is there any sudden fall or increase in engagement?
- Are the customers satisfied? What do your communications say about the brand experience you've had with your product?
- Is your campaign directed to any specific demographic segment? In certain networks, it should be.
- Analyzing customer purchases can help brands to grasp the main marketing insights. These insights give an idea of which customers are open for cross-sale and which are not.
If you find it difficult to fix your network failures, count on National Vox, which has a professional and experienced team to search for the best results on social networks, offering the complete package with efficient planning, management and data analysis, using the most appropriate techniques for each business model. Talk to me here.
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