Mistakes are ok if you are learning. But avoid these social media and business marketing killers.
Many of our small business clients are new to social media. One of the requests we get from them is to provide a simple system to do the work. Unfortunately, the truth is that there is no such system.
Related post: 17 Cardinal Sins to Avoid in a Social Response Strategy
Every situation is unique and social media is as much an art as it is a science. However, having said that, there are some general social media mistakes that provide a framework of wisdom–wisdom that you can apply in almost every unique situation to capitalize on social media opportunities and maximize your potential for success.
“Vanity metrics” (friends, followers, “likes”) are the most common metrics marketers use to measure the business impact of social media.
But just 14% of marketers tie vanity metrics to sales levels.
I get it. Seeing your follower count grow and grow and getting a lot of likes on Facebook feels great.
While there are many mistakes to learn from out there, here is our list of the most important ones to learn from:
Social media and business … ignoring content marketing
Don’t make the fatal mistake of using more ads to compensate for not employing content marketing (or bad content). Rather, create quality content to convert your ads. If folks don’t like your content, they are not going to stick around long enough to be converted (i.e., perform an action such as clicking or subscribing). Likewise, more social media postings and links won’t compensate for bad content and poor headings either!
Little value added
Social media is like a bank account. You simply cannot withdraw more value than you deposit into your account. Too many people view social media as an auto-pilot technique for marketing messages.
I assure you… it is not. It requires effort and careful planning, and you will only get out of it what you are willing to put into it. Remember the quote, garbage in, garbage out? Well, it certainly applies to marketing messages.
A quick splash of value-free marketing will only produce quick and limited results at best. Quick social media splashes with little meaning or value add, always will be worse than no marketing at all.
No timeline consistency
Social media is a 24/7 marketing and customer engagement process—not a once-a-week occasion. You need to monitor constantly and interact with customers. You can’t pencil in “social media time” on your Google calendar once a week and hope to be successful. And remember it takes a lot of time and energy. Don’t start if you have little to spare.
Lacking emotion and enthusiasm
Social media, like most marketing, must be emotion-driven to be successful. People’s behavior (e.g., sharing your content or buying your product) is based on emotional responses. Your social media marketing should appeal to their hearts more than their heads.
Being everywhere and doing everything
Don’t go to social media platforms because of their image. Go to where you will find your target audience. For example, Facebook–although its well-documented and highly touted popularity–is the last place some small businesses should go. Don’t chase after the “best” or “most popular” networks—chase your audience! Find out where they are and live there. And you can’t be everywhere and do everything. Start small, learn how to do it well, and then add on more networks a little at a time.
Social media marketing killers … ignoring results and learning
You must know what is working and how well. Consider each thing you do as a small experiment. Look at measured results against your objectives. Do more of what is working, and stop doing things that aren’t.
Measure selectively. Just because you can measure something doesn’t mean you should. Not all metrics are created equal—or even worthwhile. Carefully select those metrics that provide feedback related to your social media plan and objectives. Remember what Einstein reportedly said, “Not everything that can be counted counts, and not everything that counts can be counted.”
New digital marketing ideas … lack a network integration strategy
To be successful in social media requires understanding and mastering the inherent differences between social media networks. For example, Facebook embodies the spirit of pure social interaction, while Twitter is all about communicating news and information.
Understand the difference and decide what is important for your marketing. Be sure and be consistent across platforms by integrating your objectives and messages.
