Social Media Marketing has indeed come a long way in the last few years. Having a social media presence has become a necessity for business and social media marketing has become a critical part of the marketing strategy. Every business tries to leverage the social media but many fall in various pitfalls of social media. Below are some of the common pitfalls typically seen in ineffective social media marketing.
A Fragmented, Disparate, Social Footprint
Many companies, large or small, fall in the trap of talking too much on social media. The temptation to keep up with all the latest trends and any new sites that emerge is great but unfortunately, social account proliferation creates a diffused and inconsistent brand perception in the marketplace.
Nurturing the Wrong Channels
Most businesses have two types of customers: users and the decision makers who approve the purchase. They retrieve information from different places like LinkedIn, Facebook, Twitter, etc. Many times business fail to identify the right channels from which their buyers extract information. and continue focussing on stagnant profiles with low engagement. The best strategy for the business is to focus on and nurture the channels and profiles that best serve its target audience.
Lack of Data Analytics
It is very important to measure the performance of a social media campaign and for that marketers need to have well defined KPIs. Marketers should not base the efficacy of a marketing campaign on whether or not something appears to look good.
Lack of a Social Plan
For many companies the main weakness of their social media strategy is lack of an integrated social plan. Marketers need to be clear about the goals and specific about the objectives and strategies. A social media plan must be targeted, specific, and measurable in order to be successful.
Absence of Brand Personality
Every post from any business conveys a public story that is related in some way to the brand. Hence it is very crucial to understand what story the you want to tell and how you want others to perceive your brand when crafting a social media campaign.
Mismatch between Content and Channel
Many times businesses fail to match the right content with the right channel. It is important to understand the target audience and the places they congregate on the web to identify the type of content to produce. For example, on LinkedIn blog posts and group discussions are useful tactics to build awareness and thought leadership. For Facebook the most engaging content includes visuals such as videos and photos. Twitter is an ideal place to promote immediate news items and future events.
Lack of meaningful engagement with audience members
The main objective of any social media campaign is to increase customer engagement with the brand, product or service. It is not uncommon businesses relying on automated responses to generate community engagement. As the personality behind the brand, one have to make things a little more personal.
Not fully integrating Social Media
In order to extract the maximum value of social media, it is very crucial to incorporate it into other marketing activities. For instance, if your organization is hosting a webinar, the webinar should be promoted on social media with a registration link. Social media can also be leveraged in supporting a product launch or for soliciting immediate feedback.
Unwise posts and an unresponsive approach
Anything posted by a company on social media is associated with its brand, so it is better not post anything that you would not want the entire world to read and readily associate with your brand. There’s no going back once a negative post hits social media. Also, it is important to keep your audience engaged by posting regularly and thoughtfully. The content should contributes to your brand rather than being repetitive about products for sale.
Not amplifying your message through Partners and Influencers
Every industry has influencers and every business has partners. Identify them and build them into your social media plan. Partners can help you to reach new audiences within your own industry and adjacent industries, in addition to amplifying your message.
Avoiding the above pitfalls can indeed help marketers creating a successful social media program.