Your company's social media marketing is a key factor in your success and is also crucial for search engine optimization. So there are many good reasons to do your best on social media. But to do this successfully in practice, you need to learn how to avoid the most common social media mistakes. Here you can find out which mistakes companies still make and what you can do better.
If companies want to take something from the basic idea of social media for their own management, then it should be the idea of many voices. "E Pluribus Unum" is not only written on the American dollar, but is also something like the unofficial motto of social networks - many become one. This is how the different voices and interests of fans can create something great together.
However, companies are called upon to exercise more discipline in these areas. No one is private on the internet, especially on social networks and if employees behave to the detriment of a brand, this will always reflect on the company.
This recently happened in the case of author Blake Neff, who wrote for the already controversial Tucker Carlson on the equally controversial Fox News Network. Neff was fired for making racist and sexist comments online, which of course backfired on his employer, whose reputation has now been further damaged. This is why it is important for companies to issue a very clear policy and remind all employees of it.
The presence on social media reflects positively and negatively on employees and employers alike.
Apart from such obviously reputation-damaging mishaps, however, there are all kinds of soft skills that companies need to master and learn. There is, for example, the fatal mistake of generalizing social media. Even if it may be an enormous relief for Facebook, Instagram, Twitter and TikTok to hand out the marketing strategy with a rough trowel, this is not very effective, on the contrary: use the social networks based on their individual strengths and specific target groups. The medium is the message
Work specifically with young brand ambassadors and influencers for Instagram and TikTok, focus on story marketing on Instagram and plan your store on Facebook. Of course, this all requires more resources, but you can't simply transfer a customized strategy for Instagram to Facebook and Twitter and hope for results there.
Companies with a lot of experience in traditional marketing in particular believe they can simply transfer their existing strategies. While advertising on platforms like Facebook might seem akin to placing a poster at a bus stop, companies must remember that users anticipate interaction and dialogue from social media. This is exactly what you need to learn to fulfill, not only to be able to offer better customer service.
Like many other social media errors, lack of communication leads to a devaluation in the algorithm. Interaction in the comments, a clear call-to-action and a community that likes to interact with you will always ensure that your content is shown to more users. This works on the basis of a very simple premise:
If people engage with your content, the algorithm rates it as positive. Engagement is essential for your success.
This applies all the more when dealing with negative feedback, as this is where the wheat is separated from the chaff. Liking positive comments or commenting with emojis is something even amateurs can do. But how can a shitstorm be nipped in the bud and how can dissatisfied customers be dealt with charmingly (and publicly)?
Distinguish between justified criticism and malicious trolls, talk to customers and take their concerns seriously. The quicker you respond and react, the sooner you can resolve even uncomfortable problems. And don't be afraid to get in touch with people via Messenger or direct message. Preventive action is everything in such cases.
Just be careful not to simply delete all negative comments. This is not the stamp of an open and friendly company, but that of a dictator. And you will be treated accordingly in such cases.
When it comes to social media, focusing too much on the sheer numbers in the statistics is not only human, but to a certain extent also intentional. After all, pure numbers are a tool for social networks to generate more interest in their own market value.
However, you should learn to look beyond these numbers and find a balance between quantity and quality. Regular posting and community management are important, but you should never start bombarding your followers with content without added value. At the same time, you must not forget that your marketing should not only improve your company's reputation in the long term, but that you also want more conversions in the short term.
Not every follower necessarily has to make a purchase, but if the conversion rate stagnates permanently, you need to readjust your marketing. Therefore, you should definitely learn how to read the data available to you correctly and draw the appropriate conclusions from it. Don't be afraid to use the tools that different platforms offer you. With store functions and direct redirection to your site, opening hours or bookings, you can achieve sales without a user having to leave the ecosystem of a site/app. Such tools allow you to make the customer journey simpler and more efficient - which is not only in your own interest, but also in that of the customer.
In particular when working with influencers, a qualitative focus is not only a success factor, but also a tangible cost saving. Look for brand ambassadors who share a large overlap with your company, not just those with the largest number of followers. It is important that your message meets the interests and needs of your followers. Even if Kim Kardashian with her product in her hand is of course a real highlight of the company history for every company, a horticultural company should rather enter into cooperations with social media gardeners.
So how can you meet high standards, optimize your reach and project a positive brand image into the social ether simultaneously? Above all, it is detail-oriented work that leads to success here. Don't generalize the different networks, use the depth of the analyzed data and remain communicative. Social media have strengths and weaknesses, and you must learn to use them to achieve lasting success.