Don't make the same mistakes they did
13th July 2017
In the early days, the use of social media was most commonly a personal way to network with friends, to share photos and keep in touch. As time has passed and the tools have evolved, more and more brands are realising the opportunities and benefits that effective social networking can have on a business and using it to their advantage. Savvy brands are busy gaining fans and followers and using social networking as a way to give an insight into the company ethos. Facebook and Twitter allow brands to not only promote their offering, but also to let people know who they are and what they are about, a much more personal approach is customary.
It's not all plain sailing though, as it's unchartered territory for most, so there is a lot to learn and a new style to become accustomed with. As with any new approach, there can be pitfalls along the way, as a piece in The Drum – the Marketing Industry Network Magazine – explained in more detail. To help you avoid them, here are the five most common mistakes brands make and some advice on how to avoid them:
Mistake #1: No social media presence at all.
Social media is now a part of day-to-day life for most people, using it to learn more about brands, products and services. Without a social media presence, you could fall under the radar for some potential customers.
Mistake #2: A token social media presence that you don't monitor
This is the biggest mistake you could make on the social networking front! If you aren't going to do it properly, don't do it at all.
Mistake #3: The use of inappropriate channels
Take the time to research the various social media channels and study the social media footprint of competitors, as well as big corporations, in order to find out who is doing it right and how.
Mistake #4: Only using social media to push direct marketing messages
If people are taking the time to follow you, they are interested in your company, your offers and what you have to say, both about your company and to them as brand ambassadors. The least you can do is tell them who you are and what you are about.
Mistake #5: Outsource social media engagement to people who do not know the brand
One wrong message can spell disaster for a brand and spoil years of brand building. Uninteresting tweets, the wrong tone of voice, not engaging followers and incorrect information are just some of the social media clangers that can be avoided if you take the time to carefully research the company you are hiring.
As new ways to bring your message to market evolve, it's important for brands to do the same in order to maximise the benefits of the vast array of marketing opportunities out there. But it's equally as important to fully understand the methods you choose before the outset. A social networking presence without understanding it properly could mean mistakes are made which can create future problems for you. Make sure the balance is tipped in your favour before you start, otherwise you may be better with no presence at all.