More than 90 percent of businesses today have a presence on social media (according to eMarketer.com, a digital marketing analytics firm).
The question crops up, however: how many businesses are doing social media well?
Continue reading for what we believe to be the top three mistakes companies make when it comes to their social media efforts.
1. Failing to Plan
It’s an old saw, but it’s true: failing to plan really means planning to fail. At minimum you should create a social media marketing plan that answers the following:
- What are your goals (more engagement with prospects/customers, more sales, higher visibility, more hits to your website, all of these)?
- What will you say?
- Who will manage it?
- How frequently will you post?
- How much money or other resources are you going to devote to your social media management?
- How will you know when you’ve met your goals?
2. Talking About Yourself Too Much
The idea behind social media is engagement. That is, you want to talk to your audience. You want to hear what the people who follow you have to say. Just as in face-to-face interaction, you can’t listen to the person to whom you’re talking if you’re doing most of the talking.
So talk about your company’s offerings/services and news only about 20 percent of the time.
What should you talk about? Ask readers for their opinions. Talk about the weather in your area. (Really.) In addition to providing links to your own blog or news releases, provide links to other blogs/articles/news you think your target audience will find interesting. Mention things that inspire you. Tasteful jokes or memes. Tools (time management, mobile phone apps) your employees find helpful. Famous quotes.
Remember, you should use your social media presence mostly as a way to start a conversation and less so as a broadcast vehicle for company news and sales pitches.
3. Thinking That Social Media is Fast Easy
Our culture today demands the “instant.” The instant results. The instant answer. Social media isn’t instant. It takes time (possibly as long as three to six months) of consistent posting and engagement to see a return on your firm’s investment. Social media – when done correctly – takes considerable work. From the planning, the budgeting, the actual posting/management/engagement with followers, the measuring, the tweaking, and so on.
You cannot start posting to Facebook, Twitter, Foursquare, Pinterest, YouTube, Google+, and other social media sites on the first of the month and expect a 10 percent increase in sales by the 30th.
Social media management takes time as well as effort. If your company understands how valuable social media can be to your company’s future and you’ve discovered how time consuming it can be, talk to WebMarketing123 to learn how we can manage your social media for you.