By now, most
organizations have recognized the potential of social media to grow their
business and generate new interactions. Maybe they’ve even set up accounts,
started posting, and are waiting for the leads to roll in.
But what happens
when they don’t? How do you know if you’re “doing” social media right, or have
meandered off the protocol path into ineffective territory? Relax. There’s no
formula for social media success, or an ultimate guide to running a great
campaign. However, there are an abundance of “social media experts” out there
who offer advice that may actually do more damage than good to your strategy.
While they may be well-intentioned, here are five social media marketing tips
to ignore.
1. Create an account on every social media
network, and focus on XYZ
Unless you enjoy
self-inflicted pain, do not attempt to maintain a presence on every social media
network known to man. Spreading yourself too thin will only result in annoyed
fans and wasted time. Instead, research your audience and determine where
they’re most likely to hang out. Is it on Facebook? Twitter? LinkedIn? YouTube?
Once you’ve narrowed this down, feel free to experiment. If you’re not seeing
interaction from users, the network may not be your niche. Target a few sites
that are the best fit for your business.
2. You don’t need SEO if you’re using
social media
Wrong! Over the
last year, we’ve heard a great deal about the substantial effects of social
media on your search engine optimization efforts. While this is true and social
media posts do generate more web traffic and leads, it isn’t a replacement for
a solid SEO strategy. In fact, it’s just an example of two marketing techniques
working better when combined. Social media posts now show in search results,
social media engagement influences search rankings, and SEO can drive more
people to your social profiles. However, both must operate together to achieve
the results you need to grow business.
3. Don’t get personal
What? Getting
personal is the fun part. Social media gives you a chance to share your
personality and humanize your brand. Users want to connect with your business
when they can interact and engage, not when they see a logo or automated
message. Yes, including business content is ok, and you always want to maintain
a professional image. However, it’s a good idea to mix sales related content
with fun, quirky, genuine content that is vibrant and original. Maybe it’s a
funny office video, a shout out for an employee’s birthday, or an Instagram
photo of the view from your desk. Getting personal will get you further with
followers.
4. Ignore negative comments
If someone said
something negative or critical of your brand, it’s out there for the world to see.
That includes the user’s network and anyone searching for information about
your company. By not responding to negative comments, a small issue can quickly
spiral out of control for lack of attention. Admit mistakes when necessary, and
share how you’re going to address any issues. A simple, genuine response can
even turn an upset customer into a promoter of your business.
5. Social media is 100% free
There’s typically
no cost associated with setting up an account on a social media network.
However, there’s no point in setting up a profile if you’re not going to
actively monitor and engage with it. All of that takes people’s time, which we
know isn’t free. To be effective in social media, you need to invest in human
resources, often found at a marketing agency like Midwest Marketing. The brands
that are most effective on social media are also paying for marketing analytics
software so they can measure ROI and improve their strategies. To be effective,
you need to invest in some resources.
