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

Social media marketing has become a hot topic for businesses and entrepreneurs are constantly bombarded by information about how to increase their social media impact and optimize engagement. Getting social media strategies right can be a great way for a business to engage with its target market, but bad social media efforts can drive potential customers away just as easily. One of the most dangerous errors you can make is being overly promotional. Social media marketing allows you to engage and converse with your customers in a meaningful way. It is not just another way to sell your products or promote your brand. Sure, subtle, brand building is implied in the very essence of marketing and your social media presence will undoubtedly enhance the perception and value of your brand if it is conducted skillfully. Marketing managers should ensure of they follow the below mentioned point while planning their campaign and do not get trapped in the pit fall of social media marketing.

A) Lack Of Data Analytics

Social media marketers should 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 and reassess strategy. Other than just collecting the data, assessing the data to get the right information and prediction is quiet critical.

B) Lack Of Meaningful Engagement With Audience Members

It is important to be the driving force behind the brands community by being an active member of said community and ensure you get the right information for the group for further engagement. Welcome others, introduce new brand-related topics, and keep the conversation going. Do not try to divert the discussion as per your though process, allow other members to convey their thought process. Build an engaged community with a common interest.

As the personality behind your brand, you have to make things a little more personal. Do not rely on automated responses to generate community engagement. Always keep your social community strong as well as focused. It is not uncommon to have an insane number of users to interact with on multiple platforms, and utilizing a social media management tool can help in these large crowds.

C) Not Using Images

It has been observed in various surveys consumers don’t want to spend their free time reading massive blocks of text. There are high chances that even a short post without an image can easily go unnoticed. As per various findings and surveys, tweets including an image have 200 percent more engagement than tweets without images. On Facebook, there are 90% chances that post with photos get more likes, comments, and 50 percent more impressions than plain text posts.

As marketing manager not only we should use a business use images, but also we should use colorful images that are visually stimulating. If we are 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, we 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.

  1. Social media can fuel discontentment

As marketing manager we should spend extended time pouring over what others are doing and saying, it draws our attention to all the things we don’t have or are missing out on. It can cause us to question why our lives don’t look the same. Why didn’t I think of that quote? I wish I had her sense of style. If we aren’t careful, thirty minutes on Facebook or Twitter can leave you feeling unproductive, unattractive, and underwhelmed.

Maintaining a strong social media practice is essential for a company’s success. It’s sometimes easy to look past certain details but by avoiding these social media pitfalls, there will be less need for damage control and more time for reaching out to potential customers, interacting with current fans, and increasing sales.

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