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Social Media Marketing Mistakes To Avoid

Social media continues to be a huge digital marketing platform that can never be underestimated in terms of return on investment. As of April 2022, there were five billion internet users worldwide, which is 63 percent of the global population. Of this total, 4.65 billion were social media users.

When you begin implementing a social media strategy for your business, there are certain social media mistakes you can avoid. Listed below are 10 Social Media Marketing Mistakes To Avoid.

  1. Treating all social media platforms the same

 Every social media platform is a different ecosystem with its own nuances. On Instagram, you can’t include clickable links in captions. Twitter has a 280 character limit for posts. LinkedIn is a strictly-professional network, while Pinterest thrives on creativity. Ultimately, Facebook’s purpose is to connect people with their personal networks including friends and family, discover what’s going on in the world and share and express what matters to them

Bottom line, not all social platforms are created equal. Not even close.

  1. Caption Fails

The social media caption, or the words you type alongside or underneath your image or video content, is extremely important to the success of a social post. If you write a caption that’s too long, a user has to click to expand it, and many won’t. If you put your hyperlink toward the bottom of a long caption, it will reduce or even eliminate link clicks, a highly important key performance indicator.

  1. Bad Imagery

An image is the first thing a user will notice about a social media post. Make it interesting and ensure it is related to the subject matter of the content you are sharing.

  1. Posting Without A Strategy

Social media channels come with freely available metrics, so why not look and see what times of day and days of the week your content performs the best and schedule your posts at those times? Use the available metrics and drill down into the data to make your posting most effective. 

  1. Not Including Social Media Icons On Your Website

I still see this mistake more often than I can believe, from the smallest business to the largest. If you have a meaningfully built out and active social media presence on one or more channels, you should absolutely include links to those channels on your website in multiple locations so users can find the channels easily and follow you. 

  1. Self-Promotion Only

If you only share content that promotes yourself or your business, it’s going to get boring really quickly. Mix it up by sharing content from relevant news sources, community events of interest, helpful tips from government agencies and more. If all your business is doing is sharing your own content on social media, you’re doing it wrong.

  1. No Community Management

Social media is all about being social, so if you just auto-feed (which I don’t recommend) your content out to all of your networks and never check to see what happens as a result, you’re not being social. Community management is the process by which managers check the notifications for each channel and interact in some manner, including responding to comments, deleting and banning negative users, responding to user reviews, inviting those who engage with your content to follow your channel and more.

  1. Marketing to the wrong audience

Speaking for a group of people who are not interested in what you’re saying is one of the worst strategies you can have if you want to grow your business on social media.

If you want good results, you have to correlate your content with your target audience.

  1. Buying likes and followers

When you buy followers or fans, you aren’t getting people who are interested or willing to engage with you. You are merely buying numbers. After paying for followers/fans or engaging in aggressive follower churn, you are likely to get a large number of fake accounts amongst your number. 

  1. Fail To Advertise

Organic reach on social media is really no longer a viable strategy, especially on Facebook. Only a very small percentage of your followers even see your content these days, so putting even a small amount of money behind every post so you can target it to your followers and/or the appropriate target demographic will always make a huge difference in engagement and in increasing your following

Don’t make these social media mistakes

Social media mistakes will happen. However, you can avoid the common pitfalls many marketers make by preparing your strategy and planning ahead.

You can also check my recent post on Best Social Media for Your Business

At IIS Business Support, we help our client to leverage the power of social media to grow online community, drive sales and reduce marketing costs.

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