Introducing social media into your business can feel like mixing oil and water. They exist without conflict, but also without combining, which quickly opens the door to blunders and missteps. At Fresh, we’ve seen businesses at varying stages of social media involvement, but here are 7 of the biggest mistakes we typically find.
No. 1: You don’t have a strategy.
If increasing sales is your only strategy for social media, your posts will likely miss their target. Instead, analyze the problem your business solves and the root desire behind it. For example, an exterminator removes a customer’s pest problem, but the root desire being tapped into is the desire to have a beautiful and clean home. Knowing your customer’s true want allows you to hone in on the right content and strategy. Otherwise, your social media posts are just scattered shots in the dark.
No. 2: Your business is on every social media site.
It’s always better to do fewer platforms well than many platforms poorly. Generally, we recommend local businesses have a Facebook account, but Instagram, Pinterest, Snapchat and Twitter may be better options. Consider the age of your target audience, where your competitors are, and what content you plan to offer before choosing your platforms. Most importantly, though, only commit to the social media platforms you have the time and energy to maintain.
No. 3: Updates are inconsistent or nonexistent.
A rarely-updated or infrequently monitored account can send a worse message than not having an account at all, especially since 90% of people have used social at some point to communicate directly with a brand. Plan 10 minutes into your day to check in online. Add to that a monthly calendar of content scheduled on the platform or within a social media management platform, and your customers will take notice.
No. 4: You talk, but you don’t listen, respond or engage.
Like any relationship, communication goes both ways. Online, customers are often more likely to ask questions and share feedback. Simple steps such as liking a customer’s comment or replying, “thanks for the feedback,” go a long way toward making your customers feel valued. Plus, responding to negative feedback speaks volumes to other customers, and may even win back the offended party!
No. 5: Your imagery is terrible.
Your customers deserve more than low-quality photos or memes. Nowadays, there’s no excuse for sharing poor imagery given the advent of software like Canva, as well as the plethora of information about how to take stunning photos. If you’re running out of ideas, turn to your customers! Proactively reach out to fans who leave positive feedback, or ask customers to use a branded hashtag on Instagram or Twitter. Remember to always ask permission, though, before sharing any user-generated content on your social media channels.
No. 6: No one in your business looks at the analytics.
Analytics are your business’s greatest tool to understanding your social audience. Even a quick look can reveal the best times to post to achieve higher reach or engagement, or how your customers respond to different content. This puts you in the optimal position to provide the content customers want in the format they like at the times they’re engaged. Additionally, once you’ve enabled Google analytics on your website, you can tag any links from social media to see how people engage with your website after clicking through to it.
No. 7: You don’t use paid social.
This is the last in our list for good reason. Utilizing paid social advertising is non-negotiable due to the ever-changing algorithms on social media platforms. However, your business should not throw down dollars until all your other ducks are in a row. Doing so allows you to delve into paid social with knowledge that will yield results.
Isolated social media accounts won’t yield the results your business desires. Take the time to reflect on where your business has been falling short and how you can do better in the future. Not sure how to begin? Contact us here.