With Advent of Social Media , Marketers have found a potential powerful medium to engage with a vast network of customers and subsequently they are devising unique campaigns to reach out their customer base and boost the brand loyality. But they have to be very careful while handling their social Media Strategy because as simple it looks , Social Media has got its share of pit falls and trap which can adversely affect the company’s Performance and sometimes prove fatal .I am listing down few pitfalls here which can have significant negative impact
1)Lack of Data Analytics
Experienced social media marketers do not base the efficacy of a marketing strategy on whether or not something appears to looks good. It is important to measure current performance in addition to trends over time when fine-tuning a social media marketing campaign. It is also critical to periodically measure performance dividing it into milestones and reassess the strategy. Accordingly .Social Media can provide you with a lot of Customer Data which might not be comprehensible .Getting out insights and analysis out of the data and filtering out the junk is critical for any successful social Media Campaign .
2) Lack of Brand’s Personality
There should be logic behind all the posts in social media and it should convey story that is aligned to the brand. It is essential to understand what story is to be told and how you want others to perceive your brand when crafting a social media campaign. Personal anecdotes should be avoided and focus should be more on ways to engage with audience with themes behind your brand in mind.
3) Unwise Posts and Careless Approach
Social Media is not the platform to vent out negative sentiments and personal complaints .Only positive comments should be encouraged on social media sites, and respond to direct queries from audience members. As a thumb rule, do not post anything that you would not want the entire world to read and associate with your brand. Before you hit that send button, take time to reflect Keep your audience engaged by posting regularly and thoughtfully. Its hard work to build a positive brand image in social media after sustaining the continuous screening process the users resort to but it’s very easy to destroy all the good will with a single click of key board . Too many posts can also be overwhelming for audience, and they tend to become monotonous and repetitive. Post content that contributes to your brand rather than repetitive content about products for sale. Simply reaching out and engaging your community to hear what they have to say will take your business farther than pushing your products through repetitive sales posts. Show your social audience something new and exciting.
4) Identical Treatment of all Social Media Platforms
Every social media website is unique with different audience, customs, and language and it’s critical to understand how people interact on a certain network. If a company broadcasts the same message across all platforms, it comes across as fake. It needs to understand the User Behaviour and culture of each individual channel in order to adapt their message to each platform and make a relevant impact and leverage its power.