Common mistakes brands make on social media

Social media isn’t new to most of us, and are often used as powerful marketing tools. However, brands are still making simple mistakes in handling their social media assets. Each social channel such as Facebook, LinkedIn, Instagram, and Twitter requires a different approach to maximize their potential. Brands should also keep up to date with the latest features of these commonly used social media platforms. Small mistakes can have a negative impact on your brand.

Here are the most common social media mistakes for brands to watch out for.

Not filling out your profile

Ensure your brand’s social media assets have an appropriate profile photo, cover image (if needed) and vital information such as a contact number, email and physical address, and link to the website. Some businesses miss opportunities with a lack of information, so keep it up-to-date, all the time.

Over-sharing marketing-related content

Don’t think of social media as just a sales channel. Remember that social media is about creating content that users want to engage with and share. Schedule your promotional content appropriately, and find your brand’s balance, as otherwise it could result in reducing your audiences.

Auto-syncing across social platforms

Content for social media channels does not have a “one size fits all” approach. A blurb for Facebook would not fit Twitter’s character limits, and the tone should also match your different audiences, for example, a post tailored to LinkedIn may look boring on Facebook. Some platforms can be used easily for B2B marketing, while others work best for B2C.

Using poor images

Avoid sharing images with poor resolution as it can diminish the credibility of your brand, particularly on Instagram. The best resolution for Instagram can be 1280px by 1280px. Don’t share copyrighted images or from other brand’s page to prevent licensing issues in the future. You can easily find royalty-free images for brand use online, you just have to seek them out.

Excessive hashtagging

This little symbol can now connect conversations on social platforms like Facebook, Twitter, Instagram, Google + and Tumblr. For some it may be irritating, but it can be an efficient method to sort content into specific topics, as well as connecting to relevant audiences. However, many brands abuse the power of this humble symbol– you don’t need to hashtag every word in a post! Pick one or two to make an impact.

Ignoring messages

The very heart of social media is the ‘social’ aspect, and it gives brands an opportunity to listen to their audiences. If you’re not listening, you’re not using platforms to their full potential. Similar to ignoring in-store customers inquiring about your product, ignoring messages of concern in particular can create a toxic environment. Facebook has an auto-reply feature that can help you quickly tell customers you will accommodate them ASAP, or that you’re away. Keeping customers informed and making them feel they are important will grow and nurture your relationships. Negative comments should be addressed promptly and properly by encouraging them to discuss the issue offline. It goes without saying, but do not delete the negative feedback!

To avoid these common social media mistakes, ensure your teams are properly trained and equipped with outstanding communication and customer service skills. Managing social media assets is just as important as managing in-store customers or clients. Try not to use ‘auto-post’ applications unless you’re leaving for a holiday, because at the end of the day, social media users still want to interact with humans.

by Shiena Combalicer, Digital Marketing Advisor, Isentia
In Social Media.

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