The 20 biggest marketing mistakes on social media – WAU
We talk a lot here about what should be done for your company, with tips to get the best and how to win the best space for your company within the largest social networks today. However, the world is not just about successes and successes. Every manager and entrepreneur knows that […]
We talk a lot here about what should be done for your company, with tips to get the best and how to win the best space for your company within the largest social networks today.
However, the world is not just about successes and successes. Every manager and entrepreneur knows that the flaws, the defects, the mistakes… they are also part of the universe of Digital Marketing. After all, they are the ones that indicate other paths and create issues that lead to improvements in your strategy.
So we researched, elected and listed here the twenty biggest and most common social media marketing mistakes made by companies when it comes to following social media paths. Learn from them to grow and achieve success.
1. Not having a strategy
First of all, the most essential of all failures: finding that just creating an account to see what happens.
Nothing like that. Just as you have drawn up a business plan, with objectives and steps to increase your market share and to gain the public’s respect for your brand, you must be equally careful to design your strategy on social networks.
This project requires an investment not only in implementation, but also in careful maintenance. There are risks to be taken into account and other situations that you don’t even know could happen. The interaction with the public is very close and reaching this space without a careful plan can be disastrous.
2. Not integrating digital marketing efforts
An account on a network, a newsletter, digital magazine, website … several digital marketing efforts running separately without an integration of efforts.
It is essential to take into account that the channels and the possibilities can – and must – marry to join efforts and to achieve, with more strength, the objectives separately and in common.
It is a mistake to maintain profiles and pages on islands with no connection, as this reduces – and greatly – the reach of your campaigns. It is as in the popular saying: unity is strength.
3. Lack of supervision and monitoring
Another very common flaw is not supervising what is being posted. Calm down, that doesn’t necessarily mean a fierce censorship on everything, but a care and selection in the content.
This means being careful that simple mistakes – such as lack of grammatical correction – do not fall into the public eye.
Deleting a post without a trace is practically impossible. Once on the network, your company’s voice can be copied and shared. So, continuously training the professionals responsible for the posts is something that later avoids headaches with errors and crises.
4. Inappropriate responses to negative interactions
As we said at the beginning of the post: the adoption of social networks means being close to your audience. And that means interaction. It is beautiful when it comes in the form of praise and spontaneous advertising, but the situation changes when what is shared is not very positive.
Many companies, incidentally, have great difficulty in identifying and training the team to deal with these situations.
Some errors can be easily worked around, others will require more effort from the team. This does not mean the end of the world and a communication crisis on social networks does not invalidate an entire project.
A negative interaction can end up becoming an opportunity for growth or indicate a fantastic improvement in your company. So, you must think about how to deal with negative interactions in order to transform this dissatisfied consumer into a customer who can do business again and regain confidence in your brand.
5. Not paying attention to the posted content
Sometimes we find it difficult to balance the balance between quantity and quality in order to become relevant. The video of the cute kitten can be a real phenomenon of views, but there is no point in sharing this material on your network.
Remember that we talked about strategy early on?
So. It is she who will guide your posts and interactions. We understand that on social media the environment is more relaxed, less formal, but that does not mean that we are free to use anything for the audience.
Be relevant. Because the same button that likes is the one that stops liking.
Even worse: Facebook has a button for the user to identify what is SPAM.
6. Use space only with advertising
It is no use publishing just your products and prices. By definition, social networks are spaces for interaction. And it is difficult to interact with “Potato – R $ 2.90 / kg”.
Expand your audience’s horizons with materials they like. Give them access to what they want to achieve. If you sell potatoes (taking the example), how about showing interesting recipes or wonderful tips on how to prepare them?
So, attention. Less than half of your content should be advertising. Want a tip? Invest in what you would like to read about your business and start producing and sharing more diverse and interesting material. The public thanks you.
7. Lack of consistency
It also doesn’t do much good to invest in social networks to simply leave them abandoned after the initial momentum runs out. It is easy to maintain for just a few weeks and let the efforts drain.
Be consistent and invest in the continuity of the project to achieve the desired results. Otherwise, you stop in the first dozens of followers, because nobody wants to take part in something that doesn’t add anything new.
8. Copy + paste responses
Everyone has seen this happen. A friend has a birthday and when we go to see the mural, we see that the person liked it and wrote the same message to everyone. It is not pretty.
It’s the same when we talk about automated interactions on social networks. Copying responses and pasting as a means of communication is not only flawed, it is also indicative of a lack of attention to your audience. Leave the automatic so that there can be, in fact, communication with the customer and not the ready answer for the consumer.
9. Finding it an easy project
Just search for articles on social networks to realize that the subject is more complex than it may seem.
In fact, many people think that due to the popularity and the more relaxed environment, it is easy to create and maintain a strategy for using these platforms. A huge mistake on their part.
More and more the subtleties in relationships are perceived and worked on and the conquest of these users has become extremely important to leverage sales and expand the range of consumers of companies of the most varied sizes.
10. Don’t draw and understand your target audience
We repeat: it is not an easy project. The social media audience does not necessarily interact in the same way as customers at your store or website. There the universe is different. There is a kind of economy driven by expectations and popularity and respecting this configuration is what will guarantee the most positive results for your company.
Who are the people you want to reach? What do they want and how do they behave? What times do you access the networks and by what means (smartphones, tablets, computers …)? Understand your personas well to design posts and choose images that conquer them.
11. Not knowing the competition on the channels used
Do your competitors also use social media? Do not know? Your lack of knowledge means the loss of a valuable opportunity to learn how to improve your strategy and how to focus your efforts to achieve better results.
Study and find out what he is doing right, wrong and even to know which audience he reaches. So you and your team can (re) design your actions so that they become more and more effective to, who knows, perhaps surpass the competition in this universe.
12. Many accounts, little to say
Another mistake is to think that the more accounts, the more connected.
In fact, many accounts with no content can be worse than having no account at all. We repeat that constant updating is the basis for building an effective relationship with the public to win customers.
If you’re just starting, choose up to two networks – those that have more to do with your audience – and put your efforts into making them work fully, alone and together.
13. Ineffective use of hashtags
A craze these days is to use hashtag for everything. It is very uncomfortable to see lines and lines of hashtags for just one image.
In fact, this is a tool that should be used to strengthen the brand and not just to show that your company is connected and modern.
Creating a campaign with a hashtag can be a great opportunity to measure your strength within social networks and ensure greater interaction. However, ineffective use only pulverizes information that could be relevant and interesting in itself.
14. Don’t listen to your audience
The voice of the people is the voice of God. Not so much, but the saying is right.
We talk about hashtags, which leads to Twitter trending topics. The users of the network decide what goes to the top. In other words: it is their power.
So it is impossible to stop listening to your audience on social networks and think that it is only worth posting interesting things for you to be successful in the endeavor. This same audience that indicates what he wants to read and indicates to his team which subjects can be addressed in their spaces.
Instead of breaking your head thinking about news, take into consideration what he has to say.
15. Inappropriate use of images
Nowadays there is no excuse anymore: posting ugly and low quality images should be banned from the universe of social networks. Add value to your brand image by investing in quality material for the profile background, avatar, photos for articles and the like.
Another attention should be in the use of emoticons. Relaxation has a limit, know what works for your brand, without exaggerating. Avoid the search for the cute and invest in the essentials to not make mistakes. Let’s leave the beautiful images for personal profiles and the praise of fans and followers.
16. Not following a communication standard
Remember that we talked above about profiles that become islands, without communication with the continent? A company’s communication efforts cannot be fragmented, but segmented and governed by the same line of thought.
Be it in matters, language and the information given to the public, it is essential to pay attention so that the company’s communication is strong and unified, to win the respect of those who hear you.
17. Focus only on quantity
The ease of using the internet and social networks for the benefit of interaction can end up being a shot in the foot. It’s easy to end up posting everything, without limits, and to spray consistent results that more focused posts could get.
The tip here is to balance quantity and quality to get the most out of each post. Study the best days and times to achieve success.
18. Lack of personality
Each company ends up creating, within the networks, a persona. That is, a digital character that indicates to the public a profile of posts. But some insist on keeping everything very cold and end up not winning users to be part of their network.
Investing in formats – design, text – that build an identity is essential for establishing the relationship between you and the public.
19. Same message – many channels
Remember we talked about copy + paste? So. There are companies that do the same with their content, without realizing the particularities of each network. Some need images, others need a killer call.
Different types of people look for different places and each of these spaces requires attention to the message – and the format.
Therefore, study and understand each network in which your company participates.
20. Don’t convert followers / fans / friends into customers
And finally, we will talk about a situation that can even veto digital marketing projects on social networks.
There is no point in having a thousand followers if they are just followers. It is necessary to convert them into customers for your company and guarantee a return on your efforts.
Remember that social networks, for companies, are part of the funnel for capturing and selling and use them for this purpose. Move them from the network to your website with an attractive call that ends with a call-to-action that will turn them into qualified leads so that your team can get in touch and turn that innocent tan into a spectacular sale.
Remember that with consistency and persistence you go far. Make a mistake, but correct the route. Success is for those who fight for it.