Content Marketing Blog

Savvy Business: Top social media mistakes to avoid

Social media can be a great boost to business and can help promote your company, drive sales and foster better engagement with customers.

However,  if your social media strategy isn’t quite up to scratch, you probably won’t be achieving the results you desire.

If not planned carefully, your social media marketing activities may instead bring your company down in the eyes of customers.

Take, for example, fashion designer Kenneth Cole, who became an example of how not to use Twitter.

In 2011, Cole posted this Tweet about the protests in Egypt: “Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at https://bit.ly/KCairo -KC.”

He later issued an apology about the Tweet, stating on Facebook that his attempt at humour was “poorly timed and absolutely inappropriate”.

It’s important that you carefully assess your social media posts and ensure that they don’t come across as offensive or insensitive – you can’t take back what you’ve said once it’s up, screenshots can testify to that!

Here are two other social media mistakes to avoid.

Different branding across social media profiles

It’s important to keep a consistent tone and feel for all your company’s social media pages.

Karen Leland of Sterling Marketing Group told Entrepreneur magazine that presenting one consistent brand logo, look and message is critical.

“To do this, use only one or two photos for all your social-media sites. Customise your Twitter and Facebook backgrounds using elements from your website. Keep the keywords and core descriptions of who you are and what you do relatively the same across all sites. Oh and make sure all information is up to date and current,” Ms Leland said.

Not enough of the ‘human’ element

To create good engagement you want people to feel as though they are really connecting with a person behind the Twitter and Facebook pages – not a machine!

Eric Siu writes in a HubSpot article that social media is “always about human-to-human interaction”.

“When brands fail to develop a personality and human interests they tend to be ignored. And if you can develop a human brand, it will be much easier to form genuine relationships with your leads and customers on social media.”

Posted by April Revake.