We all curate our Facebook and LinkedIn feeds to reflect the way that we’d like the world to see and understand us. It would be silly to think that brand identity should work differently. Social media has re-shaped how we approach marketing and customer relationships. relations, so how your company uses these tools can speak volumes. Your online presence and perceived approachability matter more than ever. A customer service mistake may mean it’s your turn as this week’s unfortunate trending hashtag. No one wants to commit a high-profile misstep in the vein of Amy’s Baking Company. Social media can be a powerful tool to connect with customers and prospects, build loyalty and gain exposure. The infographic below describes the 8 most common mistakes companies in social media marketing.
Social Media Strategy
A social media strategy should include your distinctive brand voice and an effective policy. Measurable goals and scheduled content updates are smart ways to ensure you stay focused. Many companies fall into the trap of registering on too many different platforms at once. This means they can’t provide relevant or timely content to their community. On the other hand, some companies abandon an account after a month or post few updates which make them appear disengaged or disorganized. It’s smarter to focus on the one or two social media platforms that give you the best chance of reaching your intended audience — you can always expand later on. The focus should be on building real relationships rather than inflate your community with disengaged followers.
Sometimes the best way to elevate your brand is to stop talking about it. As a change of pace, you can post content unrelated to your product or service. This provides variety and can promote sharing and likes. But ensure whatever you post is useful to your audience. , Be careful not to annoy your audience with overuse of hashtags or by posting too many items too quickly. Keep your content well-timed, interesting and make sure to proof-read.
The last basic mistake made in social media marketing is overlooking the fact that it is meant to be social! A skilled social media communicator is responsive, approachable, and helpful. Remember, a social media account is a customer-facing brand ambassador and building rapport should be a major goal. As the infographic says, by humanizing your brand, you allow your audience to feel more connected to you. And isn’t that what friending is all about?