Social media has become an integral part of our daily lives, with an estimated 4.2 billion users worldwide.
With social media’s vast audience and potential for engagement, it’s no surprise that businesses have taken to the platform to promote their products and services. However, not all businesses understand the intricacies of social media management, leading to a range of faux pas that can hurt their reputation and business.
In this article, we’ve put together some common social media management faux pas and discussed how to avoid them…
Not having a clear strategy
A common social media management mistake is not having a clear strategy.
It’s not enough to create an account and start posting content. Your social media strategy should align with your business goals, target audience, and brand identity. A well-defined strategy will guide your content creation, posting schedule, and engagement tactics.
Identify your target audience and their social media habits to create a social media strategy. Then, define your goals and objectives, such as increasing brand awareness or driving website traffic. Finally, outline your content themes and posting schedule. Remember, your social media strategy should be flexible, allowing adjustments and improvements as you gather data and analyse results.
Focusing too much on self-promotion
Social media is a powerful tool for promoting your products and services, but that doesn’t mean every post should be a sales pitch.
Your followers want to see engaging, informative, and entertaining content that adds value to their lives.
If you only post promotional content, you risk turning off your followers and losing their trust.
To avoid this faux pas, focus on creating a mix of content that showcases your brand personality, industry expertise, and relevant news and events. Consider sharing user-generated content, behind-the-scenes glimpses, and educational content. You can still promote your products and services but do so sparingly and in a way that adds value to your followers.
Ignoring negative comments and feedback
Social media provides a platform for customers to engage with your brand and provide feedback.
While positive comments and reviews can significantly boost your business, negative comments can be damaging if not handled appropriately. Ignoring negative comments or feedback can make your brand appear unresponsive and uncaring, leading to a loss of trust and potentially losing customers.
To avoid this faux pas, it’s important to have a plan for handling negative comments and feedback.
Respond promptly, acknowledge the issue, and offer a solution or apology. Avoid getting defensive or argumentative, as this can escalate the situation. Remember, social media is a public forum, and how you handle negative feedback can impact your brand reputation.
Speed is also important: 79% of customers expect a response to their social media posts within 24 hours.
Posting inappropriate content
Social media is a casual and often irreverent platform, but that doesn’t mean anything goes.
Posting inappropriate content, whether offensive, insensitive, or off-brand, can damage your reputation and turn off followers.
To avoid this faux pas, it’s important to understand your brand identity and values clearly.
This will guide your content creation and ensure everything you post aligns with your brand image.
Avoid controversial topics and steer clear of offensive or discriminatory language or imagery.
Social media automation can be a powerful tool for managing your accounts and streamlining your workflow.
However, relying too heavily on automation can lead to a lack of personalisation and engagement with your followers.
To avoid this faux pas, use automation strategically, such as scheduling posts and monitoring brand mentions.
However, avoid automating everything, including responses to comments and messages. Personalised engagement with your followers is essential for building relationships and creating a loyal following.
Failing to track metrics
Social media provides a wealth of data to inform your strategy and tactics. Failing to track metrics, such as engagement rates, follower growth, and website traffic, can make it difficult to measure the success of your social media efforts and make data-driven decisions.
Make sure you have a system in place for tracking and analysing metrics.
Use social media analytics tools to gather data on your posts, followers, and overall account performance. Set goals and KPIs based on your business objectives and use the data to adjust your strategy and optimise your content.
Inconsistent branding and messaging
Your social media accounts should reflect your brand identity and messaging.
Inconsistent branding and messaging can confuse your followers and make building a strong brand image difficult.
To avoid this faux pas, create a style guide that outlines your brand’s visual and messaging elements, including your logo, colour palette, and tone of voice. Use this guide to ensure consistency across all your social media accounts and content.
Not engaging with your followers
Social media is a two-way conversation; engaging with your followers is essential for building relationships and growing your following. Failing to engage with your followers can make your brand appear aloof and uncaring.
To avoid this faux pas, make sure to regularly respond to comments and messages, like and share user-generated content, and initiate conversations with your followers. Show your followers that you value their input and appreciate their support.
Posting too often or infrequently
Finding the right posting frequency is essential for maximising engagement and avoiding follower fatigue. Posting too often can overwhelm your followers and lead to unfollows while posting too infrequently can make your brand appear inactive and irrelevant.
To avoid this faux pas, find the sweet spot for your posting frequency based on your target audience, platform, and content themes. Experiment with different posting schedules and track your engagement metrics for optimal frequency.
Ignoring emerging trends and changes
Social media is a constantly evolving landscape, with new features and trends emerging all the time. Failing to keep up with these changes can leave your brand behind the times and less competitive.
Stay updated with the latest social media news and trends to avoid this faux pas. Experiment with new features and tactics and be open to trying new things. Keep an eye on your competition and industry leaders and learn from their successes and failures.
In conclusion, social media management can be complex and challenging, but avoiding this common faux pas can help you build a strong brand image and grow your following. By having a clear strategy, engaging with your followers, and staying up to date with the latest trends and changes, you can maximise the potential of social media for your business.