- Just because you work for a large company doesn’t mean that social media participants will automatically listen to you. Remember they’re thinking WII-FM (What’s in it for me?). Further, just enticing them with a special offer may not cause them to stay longer than necessary to make the purchase.
- The fix: Listen to what your customers and the public are saying on social media platforms and respond where appropriate. To this end, it’s helpful to use social media monitoring products and to have customer service representatives prepared to respond via these channels.
2. Use sanitized corporate-speak on social media platforms.
- Social media requires a human presence. The absence of anything sounding remotely human, such as in one-way, one-to-many message broadcasting, hurts your organization. It means you’re only talking about your company and products. This me, me, me syndrome is how marketers miss the boat on social media.
- The fix: Before pushing out your business-focused messages, listen to the conversation and realize it’s multidirectional, including many-to-many at the same time. Inwardly focused messages about your organization tend not to be where the interest and power are on social media platforms. Instead actively participate. The bottom line is you need to be and sound human! Consider what you can do for others.
3. Shout buy, buy, buy on social media platforms.
- While causing prospects to run in the opposite direction, it shows you don’t understand how social media platforms work. Instead, it’s important to pay-it-forward on social media platforms.
- The fix: Change your tenor on social media networks. You can have one deal-of-the-day special where you push out a one-day-only offer the way. But the rest of your social media participation should contain at least 10 messages about others including your customers to every one message about your organization. To this end, it’s useful to create an editorial calendar of content you plan to share on various social media platforms.
4. Build a social media following for one campaign.
- Without understanding the ongoing nature of social media, marketers may build a social media base for one campaign without thinking about how to keep these participants engaged.
- The fix: Start by understanding the relationship nature of social media. Getting engagement for a one-time promotion translates to customers taking your deal and leaving. Use your promotion to build long-term relationships with your prospects. Create a plan for ongoing engagement and marketing to maximize your investment in the acquisition campaign.
5. Forget to incorporate your brand into your social media engagement.
- Organizations work hard to create and grow their brand. Branding should be integrated into every aspect of your social media interactions including your pages, interactions and content. It’s deeper than the colors you use or slapping your logo onto your avatar.
- The fix: Determine how you’ll translate the salient elements to social media interactions. Remember social media runs on content. Think in terms of your organization’s stories.