Social media experts are quick to tell you the easiest way to succeed online is to hold a social presence. While this is undisputed, they neglect to share best practices and pitfalls to avoid in your social media strategy.
As a beginner or an expert in the social media game, you realize not every plan you drive will generate positive results or go ‘viral.’ Why?Like any trade, dangers are lurking. So as in social media where there are ‘pitfall traps’ one must avoid when carrying out a social media marketing plan.
To help you ease through unforeseen dangers, we have highlighted six common mistakes marketers make when implementing their social KPIs and how to avoid them.
You are leveraging on the power of a single platform.
By now you know having social media accounts on every platform is not a guaranteed success. Same as channeling all your marketing efforts through a single platform. Want to know why?
Read the history of Upworthy and LittleThings and how a change in Facebook’s algorithm lead to their fall from grace to grass.
I know maintaining three or four social media accounts can be time-consuming especially for business guys. You got no time to engage with interests. If that‘s the case, get yourself a social media manager to help interact and connect with your users. Depending on a single platform is the final blow when carrying out your social media KPIs.
Bang bang product promotion tactics or too much self-promotion
Ever visit a Facebook page or blog and all you meet is branded content? What did you do? The obvious, eh? You clicked away. So why should you engage your users in nefarious tactics?
To many, social media is a platform for entertainment, offer accolades, and recently – air complains. It is doubtful people go to social media for a purchase decision. Hence, much as you want to promote, do it sparingly taking caution your audience does not get the feel of your promotional content invading their private space. Otherwise, with a crowd of ad blockers, chances are your users will engage these software’s when pressurized to buy.
How to promote without users taking a negative impression of your action
- Look for a soft landing which can be embedding promotional content with entertainment content.
- Run contests often offering rewards to winners.
- Where your firm has attained a given milestone, do giveaways..
Misuse of Hashtags
When Twitter launched the hashtag extension in 2007, it turned into a revolution. A game changer. For a moment, it suddenly became easy to share information with a broader audience on the (#) sign. Additionally, hashtags made the social media giant a force to reckon with in the Internet space.
Fast-forward in 2019 and even with its revolution, people still have different takes on hashtags. While some think they are cool, others feel they are pompous. Whichever way, studies show hashtag is the new way to amplify information on social channels. Statistics show tweets having hashtags witnesses 2x more engagement. Hashtags are the new amplifiers for maximizing your online participation and presence.
However, many people misuse them either by trying too many or not using hashtags at all.
Guidelines within hashtags.
- Hashtags are not for every platform.
Facebook, Twitter, and Instagram have their collection of guidelines for hashtags. Instagram allows a maximum of thirty hashtags while Twitter a maximum of two to three; more, and algorithms may consider a tweet/caption Spam.
- The suicidal. You are using more hashtags than words in a tweet. Why? Excess hashtags are known to create a fall in engagement by over 30%.
- Use of possessively ridiculous hashtags.
- Irrelevant hashtags; this result from poor research on your industry hashtags.
- Hashtags in every post position.
Other no-pro tips include failure to align your hashtags for different social networks.
To Facebook and other search engine algorithm guidelines, quality content:
– Is unique, appealing, and engaging
– Cannot get influenced by bots
– Is not propaganda
These guidelines outline the do‘s and don’ts making it straightforward to distinguish between quality and poor content. It thus gives marketers an opportunity to find the best material to show their audience.
Think about a kind of content you would want to retweet, like, love, and share with your friends in your social network. I doubt if you would share something you don’t like; which takes me to my next point.
Social media demands quality content.
Humans, search engines and algorithm all like quality content. Whether they are images, videos, Gif, cinematography, or memes, algorithms are designed to show the best results in a search input. Meaning, great content will rank higher in a search result hence increases user interaction and web traffic.
Secondly, the result of quality content lies in engagement and leads. For users to dub your content as quality, it needs to turn heads. One that will cause your brand to be recognized as the go source for information when people look for answers to pains in an industry. Also, it needs to bring communities together and make an impact on your organization bottom line. So, you need to ask yourselves these questions when it comes to quality content. Is it increasing your email list, following, engagement, downloads, or purchase?
Disregarding the importance of social media customer care
Social media customer care has become a common term today. As more people visit social platforms to seek information, share answers or air their anger, it is evident as a business owner social media customer care should be in your KPIs.
But what is social customer care?
HubSpot and blog2social describe Social media customer care as the act of listening to your social audience, answering their queries, providing information regarding your product or brand and going the extra mile in making your users feel appreciated and wanted to be part of the community.
What I love about this definition is going the extra mile; an essential aspect in business many organizations fail to practice.
You are not listening to your online users.
In the world of business, it said the customer is the king. In the online world, your audience or social users are kings too. With bashtags or hashtags, they can either help build or destroy your business.
Of all things that kill a social media strategy, nothing beats failure to listen to your users. Put yourselves in your audience shoes. What do they tell you? What content do they like, share, or interact? And how about the negative remarks? How do you engage your followers? Ask yourself these questions and many others as you manage your online projects.
How can you achieve this? Easy.
First, identify what your business is centered. Then embark on social listening and social monitoring. Statistics show firms that listen and consider their users’ input experiences an increase in customer purchase by over 80%.
Do you agree? What are some ways you think can hurt your social media strategy?