We only hear of success stories and how businesses have benefited from social media around the globe, but that doesn’t mean there are no failures, just that no one wants to disclose those failures. It would be kind of strange to read about a company admitting they were screwed by their social media strategy. So they continue to invest time and money in their online presence, building fans and followers on the popular social networks, most often ignoring even the smallest mistakes they make in their social media strategies that can later prove quite expensive considering their tarnished public image and the costs needed for recovering. Here’s what you should not do in order to avoid such failures:
Set your expectations too high
It takes time for the results to be noticed when speaking about social media, or blogging. It’s foolish to expect it will transform your business within a single day. At first you should think about building trust by providing quality for your readers, and later as the good things spread around these networks your efforts will lead to more fans and followers, and also potential consumers of the goods and services you offer. Don’t set your bar too high and expect miracles, or you’ll be facing some serious disappointments.
Not create enough content, or creating it just for the sake of having it
If you don’t have enough fresh content on your social profiles – blog post shares, Facebook or Twitter updates, interesting and useful pictures and videos – you can’t expect to bring in more visitors that will read you on regular basis. And when we speak of writing for the social media, we speak of creating quality content, content that provides value for your current and future customers, and is in correspondence with the accepted social media strategy on a company level. Producing such content sure isn’t easy, or fast, but can help a lot on the long run.
Think of every status update as a single step toward your goals, toward success. You don’t want to just “tell people what you’re up to”, but you also want to achieve some specific objective, get the readers interested, hook them on something, or call to action. What you share on these social networks has great influence on how your audience perceives you and your brand; and you want them to like you, or even better to share your updates with their social connections. Go through the analytics, dig into your prospects’ thinking, and write to arouse their curiosity and address their concerns.
Go for the followers instead of investing in marketing assets
If your hope is to profit from your social media activity, you must get partners and establish good relationships with other brands, industry experts, popular bloggers to support your products and services – they will help you promote your business outside your initial reach. Such platforms grow in value and broaden the communities of people you are able to reach almost instantly.
Think on the long run when you plan campaigns; don’t spam your fans with offers the night before Christmas. In social media you must think in quarters, not in days. Start your marketing campaigns on time, creating content that brings people’s interest and gives hints for the planned upcoming promotions. Your partners can help you distribute and cross-promote this update on your company’s social profiles, but you must then continue to nurture these new leads and consistently follow-up with when they do, or don’t, show intention to purchase. Such social media strategy will always have higher ROI.
Do solely social media
It’s easy to get hooked up on success stories about companies doing really great on social websites, but in reality those are usually larger corporations with billions in total revenues, and their social media marketing success is actually just a piece in the whole brand puzzle. You can’t allow yourself to base your business and sales solely around social media, but you should support your efforts by implementing other strategies also.
Not be completely transparent in front of your audience
Many companies make the mistake of trying to hide certain information from their fans and followers on the popular social networks, in their need to achieve the best results possible, but only within a short period of time. This creates the assumption there’s a lack of transparency surrounding these businesses’ social presence and no customer would ever want to make them a deal; that’s unless they personally know the companies and what they offer. If your prices are higher than your competitors’ you don’t have to hide that information from your readers. Instead, try to gain their confidence by showing them exactly why your offer is different, truly different. If your readers, and potential consumers, trust you and understand what they pay for, the price won’t bother them too much.
A successful social media strategy takes what has worked for the company for years, and then uses social channels to distribute that information to a larger network of people, farther, faster, and with deeper meaning.
Stephanie Strazinsky is a chief writer at uk.bestessays.com with a background in psychology, e-learning, and marketing