You’ve accepted the inevitable. Social media is here to stay and every business worth their salt is doing social media marketing. But social media done badly can hurt your company’s image.

Avoid these common mistakes so that you don’t set your social image up for failure.

1. You have no plan.

You’re on social media. Maybe you even post regularly. But if you don’t have any goals, you’ll end up stuck. It’s hard enough for marketers to produce valuable, consistent content. It’s even harder if you don’t know why you’re producing.

Solution: Decide who you want to reach. Then create the content they want.

2. You don’t have a clear target audience.

Social media marketing, like any marketing, needs a target audience. Even though anyone can access your business online, not everyone is interested in your product or service. If you post generic material you think anyone would like, you’ll have a hard time gathering a loyal following.

Solution: Figure out who your typical or ideal customers are. Learn about their likes, dislikes, and especially their pain points. Build a customer persona from this information. And post content accordingly.

3. You’re silent.

This mistake is more costly than you might think. Not only does an inactive social media account make you look bad, it can come across as a red flag for potential customers. A business that hasn’t been active for months gives the impression that they don’t care or don’t know what they’re doing.

Solution: Post fresh content, comment on relevant material, and re-post/re-blog/retweet valuable content from your industry.

4. You don’t engage with your followers.

Okay, we get it. Maybe you don’t have many followers yet. Or they haven’t asked you any questions yet. There hasn’t been any need for you to engage with your followers, right? Unfortunately, that’s how phone lines work, not social media.

The greatest benefit of social media is the possibility to engage with your customers – both current and potential.

As a business, it’s your job to create engagement. This can be as simple as getting “likes” or shares. No, we don’t want you to measure your social media worth according to the number of likes you get. But effective marketing gets likes. You should too.

Solution: Respond to every comment. Facebook in particular tracks businesses response rates and displays that percentage on their page.

5. You post spam.

No one thinks of their own posts as spam. But constantly posting links back to your website, whether on your own social media profiles or on others’ can come across as spammy. As a business, you need to promote yourself, but remember that people aren’t on social media for the ads.

Solution: Avoid looking spammy by posting useful content that addresses your audience’s needs and interests, whether in the form of blog posts, images, or shared content.

To recap, your social media marketing should:

  • Follow a plan
  • Target a specific audience
  • Be active
  • Engage with followers
  • Avoid spam

Get in touch with one of our marketing professionals today to avoid these social media pitfalls.