Given the broad reach you can achieve on social media, it’s becoming a go-to tool for businesses. However, it’s easy to make mistakes that hinder your success. Today, we’ll walk through some of the most common social media mistakes we’ve encountered and how you can fix them…
Ignoring Analytics
Many businesses will post content and post content and post content all without analyzing how the content actually performs. We’ve been one of these businesses before (full transparency). Ignoring analytics means that you miss out on the insights yelling at you what works and what doesn’t work…
Utilizing analytics tools given to you by the platform like Facebook Insights, X Analytics, and Instagram Insights, you can review your metrics and understand which types of content are working with your audience. If you see that whatever you’re putting out isn’t gaining traction or engagement, you can then adjust your strategy accordingly. Think about it though, this shift is data-driven which can justify just about anything. We recommend paying attention to the engagement ranks, click-through rates, and conversion rates to refine your content and maybe even your posting schedule.
Posting Inconsistently
We all love the lore of the ghost-poster. They post once and then we never hear from them again until 2-3 months down the road. However, audiences don’t like it and inconsistent posting can lead to a disengaged audience. When you post too infrequently, your followers will just forget about you. Posting too often isn’t the solution either. If you post too often, it can overwhelm them.
The best alternative to posting inconsistently or too much is to create a content calendar to schedule your posts. Consistency is key and you should aim for a regular posting schedule that not only keeps your audience engaged, but also doesn’t push them away with overwhelming content. Use scheduling tools like Buffer, Hootsuite, or even Meta’s calendar to automate your posts, ensuring a steady stream of content.
Not Engaging with Your Audience
“Let’s just get out there. Like an awareness campaign.” That’s pretty much what most businesses think social media is. They’re wrong… Social media is a clear two-way street, and not engaging with your audience will make your business seem uninterested and ultimately unapproachable. Whoever manages social media should make it a habit to respond to comments, messages, and even mentions. Show appreciation to those who follow you by acknowledging their feedback and engaging in conversion. Not only does this build relationships, but it also pushes your followers to actively engage in conversations with you and your brand.
Focusing Only on Promotion
This is typically an issue across all facets of content marketing; SEO, your website, and even social media. Constantly promoting your products and services can and will turn off your audience. Social media is about valuable content, not just ads. We recommend getting in place some sort of 80/20 rule: 80% of your content should be informative, entertaining, or engaging. The other 20% is left over for any promotional content you want. Share industry news, tips, UGC, and maybe some “meet the team” pieces of content.
Ignoring Negative Feedback
Some people see negative feedback as a personal attack. When that’s the case, they’ll ignore or delete negative comments. Doing so can damage your brand’s reputation as it shows you’re unwilling to address customer concerns. Whenever you scroll through negative feedback, remember to handle it professionally and promptly. Make sure you digest the issue, apologize if necessary, and cap it off with an offered solution. Publicly addressing concerns shows you care about your customers and are committed to resolving issues, which can turn a negative experience into a positive one.
Not Adapting to Platform Changes
Remember when Instagram was just a feed of static images? Remember when our attention spans were longer than 8 seconds (Haha, me neither, too young)? Now, we see that most social media platforms are dominated by short-form video content and even if this is what’s ruling platforms now, they’re constantly evolving. Failing to adapt will leave you with an outdated strategy.
This is probably the most common issue we see. What worked in 2022 won’t work in 2024, but some people hold on to the belief that the old way is the best way. Stay informed about social media updates and changes to the platforms. Follow industry blogs (like Be Uniic’s), attend webinars, and join relevant forums (r/marketing sometimes has a top 10 what you need to know in marketing and The Business Booster Seat does a Monday roundup of everything marketing) to keep up with the latest trends and best practices. Being adaptable makes sure your strategy remains effective and in-line with current algorithms.
Takeaways
These common social media mistakes are made over and over again. If you can avoid them, it can significantly improve your online presence and engagement. By paying attention to the data behind each post, posting consistently, engaging with your audience, not doing so much promo, addressing any negative comments or feedback, and staying adaptable, you’ll be able to create a social media strategy that drives results and remains effective for a longer period of time. One last tidbit of advice, remember that social media isn’t just about “getting out there,” it’s also about building relationships and providing value to your audience.
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