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Social Media Strategy Mistakes (Cont.)

Continuing on from last weeks list of Social Media Mistakes I give you 6 -10. Enjoy !

Whether you’re starting a new business or optimising your current social strategy, you can sidestep these common blunders with a little knowledge and preparation.

Social media mistake 5: Ignoring your followers

The whole point of social media is to be social, to interact with others digitally. You want to cultivate your followers to become brand advocates, potential customers and converted leads.

Too often, companies make some of the most common social media mistakes: posting without engaging with followers, not responding to comments or ignoring negative feedback and reviews. Not only does this look bad for your brand, it actually hurts your visibility in the long run.

Hootsuite explains in their guide to the 2020 Facebook algorithm that starting conversations and audience engagement increases your reach.

How to avoid it: By all means, you should hide or flag untrue or harmful comments (aka, trolls). However, for real upset customers or clients, you should publicly respond to feedback then take it to a private conversation to address directly.

On the flip side of the coin, you should also engage with happy and positive follower comments. Thank people for sharing your content or commenting on a post. Ask questions, then start meaningful conversations when people answer.

Remember that each engagement touch-point can increase your reach. When someone comments on your content, their followers can see that post too, which invites even more active participation.

Additionally, user-generated content (UGC)—a follower posting about, tagging or mentioning your brand—is often an untapped gold mine.

 6: Posting inconsistent or irrelevant content

While it might not seem like the end of the world to miss a few days of social because you’re short-staffed or busy with operational projects, the algorithms are extremely sensitive. Posting regularly and stopping cold turkey can affect impressions, reach and other factors.

Facebook confirms that posting frequency is a ranking signal for its algorithm. Therefore once you resume normal activity after a break, your posts will show up on fewer of your followers’ feeds.

Consistency doesn’t have to do with just schedules. You also need to be consistent in your brand voice and overall content.

A common social media mistake is for a business to step outside their lane and post or comment on a trending topic that doesn’t relate to their company.

Followers take notice of this, according to that Sprout Social survey we mentioned earlier, 51% of consumers unfollow brands due to irrelevant content.

How to avoid it: Keep a consistent pattern with your posting schedule. Share quality content that’s valuable to your followers, and also aligns with your business’s products, services and overall branding

7: Being inauthentic or not personal enough

No matter the size of your company, human touch makes a difference. Customers, clients and potential leads want to put a face and name to your business.

One of the main reasons social media is so effective is because it provides a space for real people to engage with one another in their own voice.

Moreover, your followers want to interact with real and authentic people from your company, not an AI-driven bot.

Social media users are savvy, they can sense poorly created, bland and automated content from a mile away. Recent reports confirm that 86% of consumers say authenticity is important when deciding what brands they support, and 57% think less than half of all brands create content that resonates as authentic.

How to avoid it: Post pictures of your team, get real in your captions and focus on storytelling. Strive for relatable messaging. To authentically connect with your target audience, you can’t be another faceless company on a feed.

8: Leaving no space in your calendar for posts

Social media can’t be a set-it-and-forget-it activity. Sure, you can plan and schedule a good portion of your posts. But you need to leave room in your calendar for timely topics.

It’s beneficial to inject seasonal or trending angles into your content, to show that your business is up with the times. Too often, businesses batch create and schedule content with only evergreen topics (not related to the season or time-specific events).

When you leave no room for spontaneity, you’re missing out on micro-moments, trends, pop-up events or the latest industry news.

How to avoid it: Leave space in your social schedule for trending topics, and keep an agile mindset so you can jump on relevant trends to capitalise on increased interest. For example, a Sheffield-based bakery could run and promote a football special the Monday after a United win, to take advantage of local excitement and increased social traffic.

9: Focusing on quantity over quality

While I touched on this in the first mistake, spreading yourself too thin is such a typical social media mistake that it requires its own section. So many brands post too often, which is a quick way to get blocked or un-followed. Or companies try to be present on several networks and struggle to keep up.

Smaller businesses attempt to compete on large platforms like Instagram and can’t find their niche audience, then get buried by national companies with huge budgets. It’s a common tale, and the importance of quality cannot be stressed enough.

How to avoid it: Focus on the correct platforms. It’s better to have a strong presence on two channels than do a mediocre job with five. With your goals and strategy in mind (remember realistic and achievable), focus on creating high-quality content that will resonate with the right audience.

Your goals help you stay on track. If you have one clear objective, like “increase product sales by 10%,” it’s easier to ignore potential distractions that pop up—such as “maybe I should be on TikTok”—that don’t align with your brand and strategy.

Remember, followers care more about quality and consistency than volume and scale.

10: Forgetting re-purposing

With all these social media mistakes in mind, the last one might seem counter-intuitive, as I’ve cautioned about treating platforms separately and creating unique, strategic content. Despite that, when done correctly, you can repurposed content on social media.

You work hard on content. Items like blog posts or instructional videos can take hours. Many companies then promote them with one social post and call it a day.

This is a mistake.

You can creatively re purpose your hard work to get more mileage out of it, without seeming like a broken record. For example, one whitepaper can provide endless data points that you can recycle into individual social posts.

There is so much information from your company, customers and team members (not just marketing staff) that will curate engaging social media content.

The marketers who aren’t using all their resources and squeezing every last ounce out of their existing content are working harder, not smarter.

How to avoid it: Repurposed content as much as you can. If you create a blog post, info graphic or educational guide, promote it on social media a few times.

To avoid being repetitive, simply space out the posts by a few days, and pick a unique angle. For high-performing content, make note of it and revisit it again in a few months.

Use these tactics to repurposed your content into multiple social media posts:

Switch up the captions.

Pull out an interesting quote or statistic to highlight.

Use an image or graphic as an individual post.

Suggest actionable tips or takeaways.

Use sales tools or assets to promote product or service features. 

Hint: You can crop specific sections of one-sheets to make them social-friendly.

Ask your customer service team about common questions they receive, then answer those with an FAQ social media series.

If you have a lot of great reviews, message customers to ask if you can post them on your social media account. 

I will talk about reviews a lot more in a future post as it seems google are getting far more interested in the quality of your Reviewers  – Watch this space.

Summary

So So thats it ! I hope you found many of the points useful remember its all about identifying with real people forget the tools and the bots. 

If you would like to talk further then drop me a line ! .

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