Social Media Marketing has now become an important spoke in the marketing wheel and is a line item expense in a business’s marketing budget. Even though social media marketing has come into its own, it still requires skill and attention in order to do it correctly. Far too often organizations both large and small commit to social media as a marketing channel, but do it poorly and commit these eight common mistakes. Don’t fall victim to social media faux pas, these eight pitfalls need to be avoided.
Using the Wrong Networks – There is nothing worse than embarking on the task of using social media as a marketing channel but not choosing the right networks. Far too often, businesses choose the wrong social media network for their type of business. As more and more social networks become available, they are becoming focused on niche communities and services and are simply not applicable to every person or organization. Be methodical about what social networks you choose and ensure it is the right one for your type of business.
Poor Content – Far too often people publish information that is totally sales and marketing focused. If you make your social media accounts simply a means to drive digital advertising to your Friends and Followers, your level of engagement will quickly diminish and they will eventually leave you. A proper balance of content that is both sales focused and of general interest is an essential ingredient to success.
Not Enough Content – We have all seen this way too often; you visit an organizations Facebook page and their last post was six months ago welcoming you to their page and a brief sentence about how something exciting and awesome is coming soon. If you are going to do social media marketing, be sure to devote the time and energy it needs to do it properly. A poor effort is telling the world you care little about this page and even less about the time of the person visiting.
Too Much Content – Quantity does not mean quality. One post that is done correctly can get thousands of views rather than dozens of posts that only get a hand view of views. It is a common mistake to overload your social media account with constant posts with little relevance or that have the same message. No one likes to have the same message sent to them over and over and there is a balance to how many you send on a daily basis. As a general rule, it is strongly discouraged from posting more than two marketing message a day as the drop off rate once that is exceeded is like a cliff!
Not Responding – People take to the Internet immediately when they are displeased and negative content can live forever online. In fact, even if people have a question for your business, many will go online to publish a question rather than make a phone call. Far too often these questions, concerns or complaints go unanswered and that sends a negative message to your Friends and Followers that your customer services is lacking. Be sure to check each and every day and respond to any issues as soon as possible.
Not Paying – Many social media platforms are migrating from the organic growth model to the pay for service platform. Facebook is the best example, where now in order for your current Friends to even see your posts, you need to pay Facebook. This is simply the new reality and regardless of how you may feel about it, you need to make this part of your marketing budget going forward. After all, it is pointless to come up with some killer content if you’re the only one that sees it!
Lack of Incentives – You need to ensure you are giving people a real tangible benefit to Friend or Follow you. Perhaps you can publish special social media offers or discounts? Or maybe some key information that only those who follow you can see? Either way, you need to have some compelling reason to join your social media page otherwise, your campaign will fail or you will receive very little benefit in your social media marketing efforts.
Failing to Take Conversations Offline – At some point in your social media marketing efforts you will discover some negative sentiments that are posted to your online account. The right this to do is first and foremost don’t panic, act quickly and professionally. It is recommended that you respond online for all to see in a manner that concedes to your client and immediately take the conversation offline. Far too often businesses engage in a long threaded online discussion that turns ugly and is available for all to see. Don’t air your dirty laundry and nip it in the bud by taking the entire issue offline! This way whatever the issue is you can ensure you can contain any potential damage that may be at hand.
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