What pitfalls should marketers watch out for in embracing social media for marketing?

Social Media is a platform for marketing and one need to understand how to get the maximum out of it and not just use social media marketing as we use social media for personal use. There are numerous pitfalls associated with the crafting of social media campaign.

List of the different types of pitfalls are given below.

  1. Decision to start the campaign should not be based on whether something appears of looks good but instead it should be based on the current performance metrics and trends over time. One should periodically measure performance and reassess the strategy to fine tune the marketing campaigns. Only one in eight companies has a developed social media plan. Consumers are constantly flooded with disorganized information, promotions, and messages. A business may have impressive content but without a plan, posts may get lost in the clutter. In order to cut through the chaos and effectively deliver a message, a business needs to have measurable goals, a clear social media policy, a planned content calendar, and a defined company voice.
  2. Everything a business posts conveys a public story that is related in some way to your brand. It is crucial to know what story the business wants to tell and how it wants others to perceive its brand when crafting a social media campaign. Avoid personal anecdotes, and focus on ways to engage an audience with the ideas & themes behind the brand. It is also important to have company description and URLs. On many social media platforms such as Twitter and Facebook, the description of the company is the first thing people see. It’s important to include a URL linking to the main site as well as a creative and descriptive bio that will let people know what the company does and give them a good reason to follow or like the page. A company has a few short lines to make an impression and encourage the consumer to take action. Oreo Cookie, for example, quickly lets consumers know a little bit about their product, gives a direct link to their website, and gives the consumer a good reason to follow them.
  3. Reading massive block of texts is not preferred by consumers instead few pictures can always pass the message to the consumers clearly and quickly. It has been found that tweets including an image have 200 percent more engagement than tweets without images. On Facebook, posts with photos get more likes, comments, and 50 percent more impressions than plain text posts. Not only should a business use images, they should use colorful images that are visually stimulating. If a business is displaying a product, it should be shown in action. For example, if a company sells T-shirts, instead of showing a shirt on a table, they should show someone wearing it. If a company sells food, it should be shown ready to eat instead of behind the glass of a display case. Panera Bread included a scrumptious-looking picture of their Easter cookies in their post about raising money for the Boston Children’s Hospital. In addition to the great message, they captured the attention of their audience visually to inspire more engagement.
  4. While it is very important to use images and texts in combination to effectively pass the message across the consumers it is very important to craft a clever story while resisting the urge to stray off topic. Every post should be consistent and relevant to the brand that an organization is attempting to build. It is important to focus on what message the company wants its brand to convey over social media sites rather than posting just for the sake of posting. After all, your audience should identify with its brand rather.
  5. Every social media website has its own audience, customs, and language and it’s important to know how people communicate on a certain network. If a company blasts the same message across all platforms, it comes across as fake and spam-like. Businesses need to make an effort to understand the ins and outs of each individual channel in order to adapt their message to each platform and make a more personal connection.
  6. Finally have meaningful engagements with audience and avoid unwise post and unresponsive approach.
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