The reality of today’s world of marketing is that, social media is not an option but a necessity. As businesses strive to strengthen their presence in social media, it has become imperative for them to understand some pitfalls that they must avoid.
Not Having a Plan
Consumers are constantly flooded with a lot of disorganized information, promotions and messages. While it does draw attention, more often than not, consumers are put off by such random promotions. Businesses may have impressive content, however, without a plan, such content is can get lost in a clutter. To avoid this, businesses must have measurable goals and a clear social media plan.
Not Interacting with Fans and Followers
According to LiveOps, 85% of the consumers feel that how a brand handles issues on its website or social media is a good indicator of the quality of its customer support.
However, it is seen that businesses are not living up to the expectations of its consumers on this front. As tweets and messages so unanswered, consumers are taking notice of this lag. The quality of customer service across all social media platforms is important from the perspective of reputation, and ROI.
Papa John’s has been doing a great job at responding to consumer’s queries and complaints.
Businesses have to be cautious about what they post on social media platforms. Any kind of negative commentary can be directly associated with the brand and can affect the brand image negatively. Similarly it is essential that any complaints and negative feedback from consumers is not deleted and is answered to satisfactorily. Deleting such feedback or leaving the same unanswered can also form a negative perception in the minds of consumers.
Lack of Data Analytics
The success or failure of social media marketing strategy cannot be assessed by the look of it alone. It is essential that businesses measure the performance of such campaigns and their trends over time. It is also necessary to periodically assess and fine tune the social media marketing strategy.
Not Using Images
It has been established that tweets that have images are 200 times more engaging than those that do not. On Facebook, posts that have images get 50% more likes and comments that those that do not.
Businesses should use images that are colourful and creative. If a business is displaying a product, the product should be shown in use. E.g. a T-shirt company should show someone wearing the t-shirt rather than just a picture of the t-shirt by itself. Panera bread included colourful pictures of Easter cookies in their post for raising money for Boston Children’s Hospital, which captured a lot of attention.
Not Leveraging Hashtags
Using a hashtag can double the engagement of consumers. Businesses can also piggyback on popular hashtags to have a larger reach. However, they have to be careful about the use of unrelated hashtags just to draw attention. This can give a perception of spamming the consumers.
Home Depot had a great image in its campaign but used 12 hashtags in its comment. This could have been avoided. The number of hashtags should be limited to one or two.