I see this nearly every day. I come across the Facebook page of one company, the Twitter feed of another brand, and it’s right there—clear for anyone to see. It’s the social media mistakes that many businesses not only repeat, but make no effort to correct either.
Just one of these three errors is all it takes for people to realize that you don’t care enough about your business to take its social media presence seriously.
1. Undermining the importance of a social media presence.
Probably the most passive social media mistake that you can make is not being on social media.
Sure, many businesses can and have been doing just fine without any digital activity. But customers are increasingly referring to online channels before making a purchasing decision.
Not to mention that these days, social media is crucial to brand building (especially when you are a new business or startup).
2. Regarding social media as just another sales channel.
This is a bad habit that larger and longer-established companies tend to have. I’m sick of seeing businesses constantly advertising their products or services through social media, without proving anything of value to their followers.
They talk at fans and followers instead of talking to them.
They forget that social media is supposed to be “social”; instead of broadcasting, they should be trying to have an authentic conversation with their audience.
3. Not dedicating time & resources to managing social activity.
Some companies either can’t or won’t spend some effort on their various channels.
You need someone to set up a social media business plan, to create a content strategy, to engage with your audience and to do damage control if/when things go wrong. (Brands that take their reputation for granted are on a slippery slope because in the digital world, one’s credibility can vanish in a few moments of stupidity.)
But what especially irks me are the businesses that created social accounts, post a few sporadic pieces of content, and then abandoned these profiles. Dead pages don’t look good to a prospective customer (or anybody for that matter)!
What are the most common social media mistakes that you come across?