Like it or not, social media has become essential to every marketing manager’s job description. With over 4.2 billion people active on social media platforms, we can’t really expect anything else. After all, we have to be where our customers are.
A robust social media strategy can boost brand awareness, provide a platform for customer engagement, and assist in lead generation. But as with any tool, there’s a right and wrong way to use it.
Let’s talk about seven common social media mistakes marketers make—and don’t worry, we’ll tell you how to fix them.
Mistake #1: Not having a social media strategy
Creating a social media account without a plan is likely going to be a futile exercise. A social media strategy defines your goals, target audience, content plan, and the metrics to measure success. With a well-crafted strategy, you can ensure that your social media presence is aligned with your business objectives and can make progress toward achieving them.
That being said, social media strategy can vary drastically depending on your goals. Take Duolingo, for example. Duolingo is a language-learning platform, but its social media content—TikTok content, in particular—has little to do with promoting its products and services.
Their Facebook account heavily promotes their blog and products, while their Instagram account is a mix of pop culture and promotion. Their Twitter account is somewhere in between. But their TikTok? Well, it’s unhinged.
Whether you agree with their strategy or not, it’s definitely an intentional one. They’re curating content for the audience on each platform, and it’s working. Your job as a marketing manager is to determine what works best for your company on each platform and make changes accordingly so you can reach your goals.
Mistake #2: Ignoring or deleting negative comments
No one likes negative comments on their social media posts, but ignoring or deleting them can backfire. Acknowledging negative comments shows you care about the customer’s experience and are proactive in correcting any mistakes. You can address negative comments by being empathetic and respectful, then offering a solution to the problem.
The caveat here is that some comments may get out of hand. If someone uses your comments section to bully another customer, use inappropriate speech, or leave personal information where anyone can see it, you should consider hiding or deleting it. These cases will each be unique—and hopefully, not happen at all—but you should have a policy prepared for how your brand will react in these cases.
Mistake #3: Posting inconsistent content
Consistency is key when it comes to social media. Not only do the algorithms favor accounts that post more frequently, but posting an inconsistent stream of content can do you a disservice. Inconsistent posting may confuse your audience and diminish your brand’s credibility.
To correct this mistake, create an editorial calendar. Having a schedule can help streamline the content creation process and allow you to post regular and consistent content on social media. This could mean two-to-three posts per week that are scheduled, and then you can add in posts as it makes sense (and if you want to).
Of course, remember your content should be relevant, engaging, informative, and in line with your audience’s interests.
Mistake #4: Not understanding each platform’s algorithm
Each social media platform has its unique algorithm determining what content users see in their feeds. Not understanding these algorithms can result in low reach/impression and engagement rates.
While no social media platform will tell you exactly what they’re looking for, you can conduct due diligence by reading the latest news from each platform and adjusting accordingly. For example, TikTok used to be geared exclusively toward short-form content, capping videos at one minute.
But over time, they shifted to a more long-form content model to compete with YouTube. First, they extended videos to a maximum of three minutes and now, they’re at ten minutes.
By understanding the algorithms, you can optimize your content to perform better. Remember to use relevant hashtags, tag other accounts as it makes sense, and post at optimum times.
Mistake #5: Ignoring analytics
Social media analytics provide valuable insights into how your campaigns are performing, enabling you to make data-driven decisions. Ignoring analytics can hinder growth and progress.
You should regularly monitor your campaigns’ performance, track engagement, impressions, reach and conversions metrics, and adjust your strategy if needed. If you’re using a marketing platform like HubSpot, Sprout Social, or Hootsuite, you should be able to gather data more easily there.
Mistake #6: Not engaging with your audience
Social media is all about engagement; if you’re not engaging with your audience, you’re missing out on valuable interactions. This will require someone to monitor social media notifications on a daily basis.
You can respond to comments, start conversations, or even ask for feedback. Even something as simple as liking users’ comments can go a long way. Engaging with your audience humanizes your brand and can help build a loyal fan base.
Mistake #7: Failing to leverage user-generated content
User-generated content (UGC) refers to the content created by your audience related to your brand or products. Failure to leverage UGC is a missed opportunity to showcase the authenticity of your brand. You can share your followers’ posts, ask for reviews and testimonials, or run contests encouraging UGC. UGC adds depth to your content and gives your followers a chance to feel connected with your brand.
Need some social media help?
Social media is a powerful tool that can help businesses grow and succeed—but it can also be time-consuming. If you could use some assistance with your social media strategy, execution, or design, Raka can help! Don’t hesitate to reach out if you’d like to discuss your pain points.