There are many reasons why social media seems tempting for many businesses. Social media allows you to potentially reach market leadership if done correctly. And unlike traditional advertising, social media is used for free. This means that every post has the potential to be exposed to thousands of people in your market. Regardless if you have a startup or a multimillion dollar company, social media is crucial to your business.
There are 8 out of 10 small businesses that have utilized social media to drive growth according to Hubspot. In addition to this, 60% of these small businesses claim that they’ve gained new customers because of their social media presence.
But of course, not all strategies can produce a positive result. There are social media practices that may not work in your favor. If you’ll look at the number of social media practices commonly used by marketers, things have changed over the years. As social media evolved through the years, 78% of companies now have utilized their own social media team in 2015. To give you an idea about modern effective social media practices, here are seven things that you need to stop doing.
- Using only texts to communicate with your audience
If you wish to convert using social media, it is crucial that you use visuals. It is a common blunder by social media managers to only use texts or just share a link on different platforms.
Photos, according to Kissmetrics get 53% more likes, and 104% more comments than just texts or even link posts. Also, did you know that 65% of information is retained when you pair information with an image? Images are also commonly used by businesses in order to cater to storytelling strategies.
Relevant images used on posts also get 94% more views than content that has none. Infographics, memes, product photos and videos make the most sense when it comes to communicating with your audience effectively.
- Failure to look into your statistics
Each brand has to find a way to effectively engage with their audience. There’s no universal strategy that can be used on social media. Each brand has its own effective and ineffective social media methodologies. Without the use of analytics, it is impossible to know which ones work.
Building an effective social media strategy is also a learning process for most businesses. And with the help of analytics to track the overall performance of your page, you will eventually figure out which strategy works for your niche.
So what are tools that you can use in measuring your social media page’s overall performance? One of the free tools that you can maximize online is Buffer. It allows you to have an idea regarding the engagement of your audience to your Facebook and LinkedIn posts.
If you are using Twitter, you can monitor the performance of your very own account and even your competition via Followermonk. You can get a detailed account from time when your followers are online to when you usually post.
- Not being consistent
Among the worst social media practices of small businesses is to be inconsistent with their online marketing strategies. It is imperative that social media managers follow a schedule when dealing with social media.
It is a common problem for a lot of social media managers to not update the social media pages after a couple of months.
Another reason not to abandon Facebook pages is the newest Facebook page interface. One of the things that you will commonly see on Facebook social media pages today is the rate in which the Facebook page admins reply. Abandoned Facebook social media pages with unanswered messages can leave a bad impression to your audience.
To ensure consistency in managing your social media content, it is a good idea to stick to a small number of social media accounts at first. Having Facebook, Instagram and Twitter can already do wonders to your social media campaign. Also, it is a good idea to have a long term plan handling your social media campaign. This way, you will not lose the motivation to stop updating your social media page.
- Relying solely on organic reach
Organic reach is now officially dead on Facebook. There’s a massive decline on Facebook pages’ organic reach over the years. With an updated algorithm, Facebook has been able to push page admins to sponsor their ads. In 2015, there was only 1% to 2.8% average organic reach among Facebook pages.
Paid strategy has the ability to re-tap your unexplored followers. A lot of times, your posts don’t appear on most of your subscriber’s Facebook feed. With paid strategy, you can target not only the ones who already liked your page, but even their own relevant network using keywords and tools provided by Facebook.
But of course, running a paid ad is also a tricky method. Most of the time, you’ll need to perform split testing. This way, you can get the best bang for your buck. Changing small details on your sponsored posts and comparing the engagement can help you determine which method works better.
- Posting way too much
On Facebook, you can only post twice per day before comments and likes start falling. For Instagram, on the other hand, top brands post an average of 1.5 times a day. There’s no damage to how much you post per day, just as long as you could keep up with the rate consistently.
Knowing how much to post, and when to post can make a huge difference to your overall social media marketing strategy’s performance.
As rule of thumb, it is idea to post right before working hours and after working hours. These are times when consumers have the time to take a look at their social media accounts.
- Not having a consistent tone on your social media
Not having a recognizable voice on social media is a disaster waiting to happen. Though you are following the most effective practices based on statistics, you’ll see a huge difference when you implement the right voice on your social media page.
If you want to get more engagement, you need to have that particular voice that sets you apart from other brands. Does your brand need to have a serious, fun, educational, formal or a sarcastic voice? If you’ll notice top brands, they make use of a voice that matches their overall branding.
So how exactly do you develop a voice? First, you need to look at your core culture. What is the core culture of your brand? You want to know what your brand stands for. Next, you also want to look at your community’s preferred voice. Using the proper metrics, you may even decipher what type of voice can be used in order to increase the engagement with your brand.
- Not looking at competition
It is imperative to learn a thing or two from your competition. What are the practices that they do that you can adapt as well? Perhaps, they are getting more engagement with things that they currently do? It is a good idea to have an open mind when it comes to dealing with your competition. The bottom line is that you should learn from them.
Social media marketing is both a science and an art. You have to realize that you just can’t rely on numbers alone. Being creative in your social media practices is also crucial in making an impact in your niche.
Having an effective social media campaign is easier said than done. Avoiding these seven common blunders in social media marketing practices can make a huge difference how your brand performs in the future. Not only are you maximizing the full potential of your business in engaging with the right audience, you are also increasing the chances of getting sales and beating the competition.
Author: Paul Haynes
Hi I’m Paul Haynes and I’m both an Offline and Online Entrepreneur, Professional Affiliate Marketer and Personal Business Coach. I have been working online now for almost 2 years where I simply leverage systems and tools that are readily available to anyone who desires the laptop lifestyle.