Many brands still make big mistakes in their approach to social media.
These mistakes don’t just damage the company’s reputation. They are a waste of the marketing budget.
Here’s what I believe are the biggest mistakes and how to fix them before anything is posted on Twitter, Facebook or any social media.
1. A company’s social media strategy doesn’t match with the business’s objective.
What do you want your social media to do? That’s the first question that has to be tackled. How do you do that? It’s actually rather obvious. Figure out what challenge or challenges your business has and what how you want social media help with a remedy. Make it clear what you want social media to accomplish, outline it, and put it into play. Make sure your social media matches your overall marketing goals or at least a specific initiative.
2. Social media and other advertising must link
Consumers are on social media an average of 1.72 hours per day or 28% of their entire internet usage. Brands of all sizes need to be on the social media – it’s that simple. But social media needs to tie into whatever other advertising is being done or it’s doesn’t meet your expectations. Social media needs to tie into your TV commercials or be your version of that when TV is out of your budget (You Tube or other channels). Social media needs to have continuity with your other advertising and be front-of-mind awareness on a year-round basis.
3. Think big, be big
Social media is meant for the masses so your advertising should reflect. It should be about getting your brand out to everyone, everywhere, at all times. You can cater to a small selection with at times, but overall, social media advertising has to have a message for everyone.
4. Don’t assume it will go viral
Every business wants their catchy ad to be the next internet sensation. Very few times it actually happens. It might happen and that’s great, but don’t assume it will. While being catchy, cute, and buzz-worthy is nice, don’t forget that the message is ultimately what you want consumers to focus on. Messages coated in glitz eventually fade. Messages last when they sustainable impact.
5. Don’t misunderstand social media
Many campaigns launch with the idea of getting consumers to do something or to get them to be interactive with your company. On occasions that’s fine, but more times than not, consumers don’t want to do anything. They want quick information and then be able to move on. Engage your consumers with promoted content but don’t make them go through hoops to get the message you want them to see.
Source: Mark Pavelich The Mark Consulting & Marketing Written by: Scott Zerr