The web is overflowing with tips and tricks on how to improve your social media strategy. But what about all the stuff you should not be doing?
We all know the benefits of social media marketing, but what happens when you run out of ideas? When does sharing turn into spamming? If you make any of the following mistakes, you risk tarnishing a company’s reputation.
1 – Don’t Dismiss the Power of Social Media
Every company dreams of the viral effect social media can offer: creating something, be it a promotional effort from within the company, a video, or a giveaway contest that is spread across the social streams from friend to friend reaching thousands or millions.
It is what social media dreams consist of, but back down to reality, it is hard to achieve. A companies social media management department need to be ready for the other side of viral content, as the internet loves a bad news more than a good story. Bad news spreads quicker, therefore you need a team to be there to support your company if something goes wrong and is made public.
2 – Avoid Over Advertising
The reason why so many companies use social media is to promote and advertise something from within the company, but there is also a fine line between advertising and spamming. For example, one great feature on Facebook is that you can promote locally on local pages and groups – this does not mean that you should post the same advert 100 times over with the same link and description.
Along with getting your profile banned on Facebook it will also show off badly for your company. Sharing is what social media is all about, but many people and companies take it a step to far, make sure that any links you promote aside from your own are relevant and useful to the target users and followers of your social sites.
3 – Don’t Expect Much to Happen Without a Plan in Place
A clear plan serves as a roadmap for what you hope to achieve through social media, week by week or month by month. The first port of call on said plan is to choose which social media platforms your business needs to be using as there is quite a choice including Blogging, Facebook, Twitter, Google +, LinkedIn, forums as well as many other platforms and categories.
You need to think about which type of social media does the company need and already use? Who will be updating them and maintain communications? How often should a company update? Who are you seeking to influence? And what type of messages will you post?
12 Palms Recovery Center recently launched new social media efforts. The CEO said the most important part of this was having a plan and knowing where you were going and what you wanted to achieve. It’s important that you stay consistent, so know what you are after before you get started.
Every social media site is very distinct. The best place to begin is to establish who you want to target and which site you are most likely to achieve this. If your target audience is likely to use one type of social media, can you narrow that down and be more focused? Unless you have a department to focus on all social media sites, start of with the most popular and work your way out towards niche social media platforms.
4 – Don’t Forget Communication Between Departments
Companies often opt for using Twitter as a customer service tool to address any and all grievances that their customers may have regarding the company. It may be a great idea in principle, but it is important that this is not the sole purpose of the companies profile and it does not end in miss-communication with other department. Due to people and brands both using social media it acts as an alternative to people phoning or e-mailing a company when there may be an issue – this can lead to companies making quick or wrong decisions that are now in the public domain.
Social media managers are different than customer service; if you’re going to deal with customer issues via social media sites, take the debate into a private message or forward the issue onto the customer service or complaints department away from social media and the public.
5 – Don’t Ignore Social Media Advice
Once you have a social media marketing plan in place, make sure to hire or designate someone who knows how to respond to comments in a proper fashion. Social media management is as much about being social, answering questions and maintaining conversations as it is about sharing information and updates.
Any plan that involves social media being used to simply announce something need’s to have the ability to be able hold a discussion. Any feedback you receive about an update or information needs to be taken seriously and in a professional manner either focusing on helping or re-communicating with the user.