Social media experts are quick to tell you the easiest way to make it online is hold a social presence. While this is indisputable, what they neglect to share is best practice and pitfalls to sidestep in your social media performance action.
As a beginner, middle-level or even an expert in the social media game, you will realize not every game plan you drive will always generate a positive result or go ‘viral.’ Why? Like in any trade, there are disguised dangers; so as in social media where there are ‘pitfall traps’ one must avoid when carrying out a social media marketing plan.
Rather than run after the services of Dr. Google to know which mistakes to avoid, we have put together six common traps to avoid when implementing your most crucial social KPIs.
Read on to know.
Leveraging on the power of a single platform.
By now (as a business person), you already know having social media accounts on every platform is not a guarantee for success; neither is tenancy of all your social media effort to a single platform.
Want to know why?
Read the history of Upworthy and LittleThings and why a change in Facebook’s algorithm lead to their fall from grace to grace.
I know maintaining many social media accounts can be a damn time-consuming activity, especially for business guys. You got unquestionably no time to share, comment, like, and engage with your 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 nail in the coffin 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 be engaging your users in nefarious tactics? One factor turning off many online users is the feeling of an ad being forced down their throat.
To many, social media is a platform for entertainment, offer accolades, and recently – air complains. It is doubtful people go to social media to establish purchase decision. Hence, however much you want to promote, do it sparingly with a lot of caution such that your followers do not get the feel of your promotional content invading their private space. Otherwise, with a crowd of ad blockers, chances are your users will block your promotional ads when they feel pressurized to buy.
But how do you promote your product without your users taking a negative impression of your action?
- Look for a soft landing which can be embedding promotional content with entertainment content.
- Run a contest; often offering a reward to winners.
- Where your firm has attained a given milestone or achieves a given KPIs, you can do free giveaways.
Misuse of Hashtags
When Twitter launched the hashtag extension in 2007, it turned into a revolution. A game changer. For a moment, it became suddenly so easy to share information to 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, some feel they are pompous. Whichever way, studies show hashtag is the new way to get content in the eyes of many people and find information. Statistics show tweets having hashtags witness 2x more engagement compared to captions without hashtags.
It, therefore, goes to say hashtags are the new amplifiers for maximizing your online engagement and presence.
However, many people misuse them either by trying too many hashtags 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 a maximum of thirty hashtags while Twitter a maximum of two to three would do the magic. More and algorithms may consider a tweet/caption Spam.
- The suicidal; using more hashtags than words in a tweet. Why? Excess hashtags have been known to create a fall in engagement by over 30%.
- Usage of possessively ridiculous hashtags.
- Irrelevant hashtags resulting 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
– Is not influenced by bots
– Is not propaganda or passed to deceive users.
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.
Social landscapes demands quality content.
Quality content is loved by humans, search engines and algorithm alike. Whether its images, videos, Gif, cinematography, or memes, algorithm 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. That means, 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. More, 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? You decide!
Disregarding the importance of social media customer care
Social media customer care has become a common term today in the world of social media. As more people visit social platforms to seek information, share answers or air their rage or anger, it is now evident as a business owner social media customer care should be among your KPIs.
But what is social customer care?
HubSpot and blog2social describe Social media customer care as the act of listening to your users, attending to your social audience/users, answering their queries, providing information regarding your product or brand and going that extra mile in making your users feel appreciated and wanted to be part and parcel of the community or brand.
What I love about this definition is going the extra mile; an essential aspect in business many organizations fail to practice.
Did you know that social customer care is an input you can use to track awareness, engagement, sales, and retention?
Hubspot too admits social media customer care has got a massive impact on a business bottom line. Since they began practicing social customer care, they have witnessed a remarkable growth in their business. It, therefore, goes to say social media customer care is an input no business can neglect to practice in their social marketing, listening, and monitoring efforts.
Not listening to your online users.
In the world of business, it said a customer is a king. In the online world, your audience or social users are kings. 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 followers’ shoes. What do they tell you? What content do they like, share, or interact with? 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.
But how can you achieve this?
First, identify what your business is centered around. Then embark on social listening and social monitoring. Statistics show firms that listen and consider their users’ input saw an increase in customer purchase by over 80%.
Do you agree? What are some ways you think can have a negative impact on your social media strategy?