Avoid these 6 pitfalls on social media

Top 6 things to avoid when considering your social media strategy.

Not having a plan

Many firms jump into social media with no real strategy or game plan. Proper strategic planning is critical to the success of your social media marketing and should be the foundation of everything you do. Be sure to align your social media efforts with your overall marketing strategy, and set measurable goals and Key Performance Indicators (KPIs) to gauge success. 

Too many channels without a clear message

In a previous blog we mentioned that it is important to diversify your paid ads channels and not only rely on Facebook. That being said, don’t rush into a channel without knowing the right message to convey. Understand the channels you are using and the customers that are using them. Target the right audience with the right tools in the right place.

Always selling - should give back

If your brand is constantly selling, this will turn off users to your page and your ads. Consider the philosophy of adding value and providing relevant information to your audience, and incorporate this into your social media content strategy. Sharing information, tips, ‘how to guides’ and anything else will bring value to your customers, keep engagement scores up and crucially keep your brand top of mind when potential customers consider making a purchase. 

Not engaging

Social media is meant to be … social. It is most effective when it’s a dialogue, not a monologue. Engage your customers, encourage discussions, listen and learn from their feedback. Ask questions on your posts, post surveys and quizzes, or hold contests and offer free products to winners.

Not using User Generated Content (UGC)

This is huge, especially in the Social Media space. It gives proof to audiences that a brand is reputable and trustworthy, and that their products/services are valuable. They can submit photos of themselves using the product/service; they can create short videos of themselves on their phones. These are the types of posts that get shared with other communities, consistently spreading your brand to a wider audience.

Not tracking / testing / iterating

Social Media should not be a ‘fire and forget’ exercise. It requires constant checking of data, testing of different copy, creatives and continuous updating to keep on top of the algorithm that determines what goes in front of potential customers. Then at the end of the day you need to know what worked, and if your KPI for that campaign were met. Was it a success? Your social media advertising team should be able to show you how much website and landing page traffic your social media channels are generating and ultimately what your Return on Ad Spend (ROAS) was.