Hate it or love it, all organizations need social media. Social media presence is a huge opportunity for companies and brands, whether they are B2B or B2C. If you’re anything like me, you think social media seems simple in theory, but the execution of a successful social program is not as straightforward as it may seem. In an age where social media is king, it has become a crucial aspect of building a brand’s voice and thought leadership. But how do you utilize a company’s social platforms efficiently? Below I have outlined the 5 common social media mistakes and how to avoid them.
Being Too Promotional
Whether it’s on Twitter, Facebook, LinkedIn or another platform, don’t JUST promote your company. Social media shouldn’t be used to solely promote company news, coverage and updates. Social is all about engaging the end user — and nothing turns people off more than the feeling that they’re being sold on a product or service all the time. This does not mean that you should never post about your company, it just means that you should also share the love. The content you share should be a combination of original content and news that is relevant in the industry. Promoting content that complements your brand will showcase the company as a thought leader and active participant in the broader community.
A company’s social platforms should remain consistent in overall message and voice. This even includes Twitter handles of company executives. When starting a social program, make sure that the execs who are on social media are using the channels appropriately. When a CEO bashes a company or product on social media, it directly reflects the way people view the company where the CEO works. Inconsistent branding across platforms is also something that can turn away followers. Ensure your branding is recognizable and consistent so people are delivered the same message no matter where they are engaging with your brand.
The frequency of posts should differ platform to platform. For example, the lifespan of a tweet is much smaller than that of a Facebook or LinkedIn post. It’s important to figure out how often you should be posting in each channel. Spread out your posts and plan them accurately. If you’re getting good engagement on Facebook, plan to post 1-2 times a day and spread them out throughout the day to see when your followers are most engaged. LinkedIn posts can be more thoughtful and sporadic in the amount you post. Twitter is a whole different beast. On Twitter, people are consuming their information faster and in smaller bites. Aim to post at least 3-5 times a day and space your tweets throughout the day. It’s never a good thing when you go to a company’s Twitter page and they haven’t posted anything in two weeks and then they post ten tweets in one day.
Spreading Yourself Too Thin
Today, there are more social platforms than we can count. But just because they exist, does not mean that it’s appropriate for you to leverage every single one of them. Don’t feel like you need to be present everywhere. The worst thing a company can do is open accounts on every platform and then neglect them. For most enterprise and B2B companies, it doesn’t make sense for you to be on Snapchat or Pinterest. Choose the platforms where you can get the most quality engagement and where you are willing to invest your time.
Lack of Organization
Organize, organize, organize. It is crucial that you stay organized. Mastering and understanding this is mission critical when it comes to utilizing your social media platforms. When you don’t stay organized, your audience will notice. Continue to stay relevant and cohesive with each and every post. Luckily for us, there are hundreds of tools out there to help us stay on top of our social media game. Tools like Hootsuite and Tweetdeck allow you to schedule your posts in advance across all platforms, allowing you to plan in advance and spread out your posts without missing a beat.
Next time you’re faced with the daunting task of creating a social media program for a client, take a few minutes and make sure you’ve got all your bases covered so you can avoid making these very common mistakes.