Having social media for your business can seem like a quick fix to any struggles you business may be facing. Need more customers? Connect with them on social media. Need more sales? Promote yourself to people through social media. Simply need to make more of a name for your brand? You guessed it, build yourself a personality of social media. If you’re still not sure about using the platforms after reading those points, check out these other reasons why your business needs social media. These kinds of platforms really can turn your business around and do every one of the things listed above, but only if you’re using them right. Unfortunately many businesses make the same mistakes when it comes to utilising social media, and these mistakes are commonly the reason pages and profiles fall flat. Making these mistakes can also lead to brand damage that will need to be repaired immediately. So what can you do to ensure you don’t make these mistakes? You need to learn what they are.
Being unclear with branding
The whole point of using social media for your business is to promote who your brand is and what it does. So not matching your profile to your overall brand image can have huge consequences. It is important to have a page that looks amazing and professionally done, but there is no point in it looking so great if nobody has a clue who you actually are. Match it to your website by branding it as clearly as you possibly can. Let people know who you are by featuring your brand logo prominently and trying to keep to your website’s colour scheme in every aspect that you can. Try your hardest not to use any irrelevant imagery that wouldn’t look in place on your website and tailor your bio to explain you best, don’t fill it with useless nonsense that will turn potential customers away. Overall the goal is to be able to place your social media profile next to your company’s website and be able to undeniably say they are connected and owned by the same people.
Too many unnecessary platforms
It’s good to be present on social media, but trying to be present everywhere at once can actually do harm. Due to the vast amount of social media platforms out there and their varying audiences, no business will even suit being active on every single one of them. When deciding to start up social media it is incredibly important to know where your customers and target audience are. Choose the platforms that you are more likely to find them on and that also suit the kind of content you are planning to be posting on there. Try not to take on too many at once, start with just one if you need to as a way of building yourself or your brand up, as taking on multiple from to offset cn spread your content creators too thin meaning that the quality of posts drop dramatically purely to get something on the pages on time each day. The more you attempt at once the more chance you have of failing, but it will be more likely that all of them fail rather than one if this is the case. Having one or two platforms allows you to fully focus your attention on what is being put up and is hugely beneficial as it means reactions and responses can be tracked in real time too.
Being a face without a voice
Once you’ve chosen your ideal platform and found the beginnings of your audience, they are going to have immediate expectations for your brand to live up to. Something that will disappoint them greatly will be a lack of interaction between your page and its customers. This involves not engaging with followers, replying to comments on your posts, not replying to any messages or even failing to acknowledge a post you have been tagged or mentioned in as a brand. Ignoring customers in this way looks terrible on your brand and its level of customer service. Social media is about making connections, not ruining the ones you already have. If replying to customers immediately just isn’t viable for your company, for whatever reason, it is important to know that slow replies within a day or so are okay, as long as they are worth waiting for. Be sure your page gives off a singular personality, and not a different one depending on who’s running it on each particular day. A company page that is blatantly run by multiple people and seem unorganised and untrustworthy, instead have a set tone of voice, sentence structure and vocabulary in place as guidelines for anyone handling your social media.
Irregular posting schedule
Unfortunately, no matter how often you reply to the comments and messages you do get as a page, unless you give out some decent content the outreach from your followers will come to an abrupt stop. Posts need to be done on a regular schedule so there are no noticeable gaps in your brands social media plan. Planning out certain kinds of content for specific days of the week is a great way to keep on top of content and keep it diverse. There are many reason why regular posting can fall to the back of company’s mind and many of them include the job simply being assigned to the wrong person. Asking incredibly busy employees to also manage a social media page is a big ask as these platforms take more maintenance than you may think if they take off and giving the job of content creation to someone with multiple jobs who is likely to forget can have a negative effect on regular posting also. Forgetting to update a profile for whatever reason after spending time creating it can give it a bad name that is hard to shake off, and that name could also spread to your whole brand. Without good, regular content your audience has no reason to follow you and no reason to engage, meaning less and less people will have your posts displayed to them and you may find your number of followers decreasing rapidly.
Posting too often
Not posting enough isn’t your only concern, posting too much can have negative effects on your following too. You may think to keep a page active and engaging it’s best to post as much as you possibly can, but this is not true. Over posting can turn followers away from your page as your posts will end up spamming their news feeds and annoy them. In time people will start to turn off notifications for your page and generally get sick of seeing your brand name clogging up their social media so much. Human error isn’t the only reason for too many posts however, it can also be due to automation software posting too much too often. To stop this from happening be sure to set the amount of times your accounts should post a day, along with a time period the software must wait between posting to ensure a decent gap is present between each of your posts.
Sharing irrelevant content
Posting the right amount of posts a day, at the right times, to the right people is great it shows you’ve payed good attention to your audience and their habits. But knowing when your audience will best respond is useless if you’re posting things they do not care about. Your followers are following your because they like your brand, products or industry so they are interested in seeing things related to those topics. They do not however follow you because they want to know what kind of sandwich you had for lunch, or because they think you’ll be a good source for cute animal photos. These kinds of posts are okay, for your personal social media account but should be kept well away from your business page, unless you miraculously sell sandwiches or work with animals. Give your followers posts about what you know best, keep them updated on interesting things related to your industry. Offering information they can relate to and benefit from will encourage them to engage with you rather than turn them away. Use to platform to spread news of your new products and give them valuable tips, generally aim to keep them engaged with your content whilst keeping an underlying tone of your company’s purpose.
Using it purely as extra marketing
Promoting your new products on social media can get them off to a flying start once they hit your online store, promoting sales and giveaways is also a sure fire way to get some more attention. But there is such thing as over marketing. Using your profile to only put up sales based posts will annoy your followers. No One uses social media as a shopping platform, it is exactly what it says, social. The point is to make connections not push your products and brand at every opportunity. To avoid over marketing don’t purely post about products or try to sell to followers, you can occasionally drop in marketing posts but try not to do so more than anything else. Instead try offering information like mentioned earlier or offer some discussion that gives them something they will actually want to look at while they take a break from shopping with your brand.