Social networks are part of the daily lives of the vast majority of companies and have become an increasingly valued point of contact between brands and the consumer. However, the expected return for the presence on these platforms not always is achieved due to management mistakes.
MindSEO highlights 10 common mistakes made by brands in social media management:
1. Be present without a social media strategy
The presence of a brand in social networks has to make sense. The brand should be able to take advantage of that presence. Social platforms are constantly changing and updating, and it is up to the companies to follow the new trends and the available resources, to understand how they can contribute to the business. The investment should not be based on simple actions, but rather a consistent strategy, since this is what allows us to know “the way” and be sustainable in the long term.
2. Act in the same way in/on different social networks
Each social network has its characteristics and particularities, therefore, to publish the same content, in the same way, in all of them is not an effective strategy. Thus, it is necessary to seek to know the specificities of each social network and adapt the content, tone and frequency of publications. There should be a strategy focused on each social platform, to maximise the results of publications and ensure that the overall strategy remains consistent.
3. Inaccurate target audience definition
Before creating and publishing any type of content, it is crucial to know whom you are communicating to. Only by well knowing the target audience, you will be able to develop relevant content and build a good relationship with customers. An important step is the creation of a buyer persona. This will help you understand relevant aspects of the target audience, since it considers demographic and psychographic data, among other essential criteria for proper targeting.
4. Publish content that does not fit the brand identity
The published content should reflect brand identity. As such, nothing better than developing their original content, which contributes to a closer relationship with the customer, as it perceives a more direct communication of the brand, with you. This does not mean that you cannot share content from other sources. If this content is relevant and makes sense for the brand, it can be shared as long as the source is appropriately mentioned.
5. Use for advertising purposes only
There is no doubt that social networks are great tools for advertising. However, they should not be used solely for this purpose. Bet, above all, on content marketing. Create stories around the brand, provide tips and news that are relevant to your audience. In the long run, it will develop strong and lasting relationships with customers, making them identify with the brand and willing to continue to follow it.
6. Not having a monitoring policy
It is not enough to publish the content. The monitoring of publications is essential to verify if the objectives are being achieved. Also, it allows perceiving the opinion and satisfaction of the customers regarding the brand, products or services, through the criticisms, suggestions, comments or even doubts that need to be clarified. These data will subsequently serve to adapt and improve the social media strategy.
7. Do not plan the publishing content
The creation of a content calendar allows a greater internal organisation and a constant update of the publications of the mark, which makes it never forgotten. The frequency of those publications should be adapted to the different social platforms, taking into account the particularities of each one and thus guarantee the consistency of the presence. The ideal frequency of sharing depends entirely on the business objectives and the time and effort the company is willing to spend.
8. Do not include call-to-action in publications
Call-to-action (CTAs) are simple ways to encourage audience interaction with the brand. This call makes clear the company’s goal: to increase the number of followers, to generate traffic, to subscribe to a newsletter, to direct the consumer to purchase, among others. It is, therefore, a valuable tool not only to promote the interaction of current customers but also to create engagement with potential customers.
9. Expect immediate results
The results from social networks do not emerge from one day to the next. In addition to good management, a well-defined audience, timely publication scheduling, and a high effort, you have to give time for results to emerge. A consistent and sustainable social media strategy reflects medium- and long-term results.
10. Inability to manage negative feedbacks
Knowing how to handle customer feedback is critical to a company’s success on social networks. However, when brands are forced to deal with negative comments or complaints, they often lose management capacity. Not responding is not the solution! As Zig Ziglar said, negative complaints and comments should be seen as an opportunity to strengthen the customer relationship and grow the business. It is essential to have the ability to listen, recognize mistakes/errors and demonstrate a willingness to solve problems. Proper management of negative feedback can significantly enhance the brand image.
Prepare your brand for social networking challenges. Invest time to set goals, plan and analyse results. At MindSEO we work with the aim of increasing the visibility, credibility and profitability of our clients. Contact us to create a social networking strategy to strengthen relationships with your audience and grow your business.