According to a recent study conducted by eMarketer, 88 percent of US companies are now using social media for marketing purposes. Considering this, many small and medium-sized businesses are feeling the pressure to hop on the social media train if they haven't done so already.
However, if you want to have a successful social media presence, it's critical that your brand has a strategy in place. Otherwise, you could end up making some of these top five mistakes:
1. Having a presence on more social media channels than you can handle. It can be tempting to create social media profiles on every popular social media platform. However, when you do so, you're probably spreading yourself too thin. Your goal should be to share engaging social media content consistently on each platform that you have a presence on. It's hard enough to do this on one social media site, let alone eight!
2. Having the same strategy for each social media channel. Some people are under the impression that they can share great content on Facebook and then share this same post on every other social media channel that they have a presence on. While this may be time efficient, your audience will quickly lose interest if they are seeing the same message from you across all of your social media accounts. Instead, differentiate your strategy on each of the social media platforms such as using Twitter to announce your sales promotions and Facebook to share industry news.
3. Ignoring comments. Social media needs to be a two-way conversation. If a customer reaches out to you via social media, you absolutely must respond, and in a prompt and professional manner.
4. Over-promoting your business. Some businesses use social media to constantly promote their brands. If you're regularly making a hard-sell on social media, there is sure to be some backlash from your followers. Remember to first use social media to build relationships, and then introduce the idea of doing business together.
5. Failing to look at metrics. The unique thing about social media is that you can actually track how well your campaigns are performing and make adjustments when necessary. Failing to track metrics can lead to a wasted investment and the inability to improve the effectiveness of social campaigns.
Be sure to take the time to develop a well-planned social media strategy for your best chance of success!