Managing social media is easy. You just throw up some updates, right? Wrong.
There is a reason why many companies choose to hire a professional to manage their online presence, or undergo training. When you have your business to run, it can be difficult to also stay on top of social media developments, your updates, communication, and response in the social media world.
The most common mistakes I see are:
1) Abandoning the social media network
If it’s November 16, and your last post was on August 3, you’ve essentially abandoned the network and your audience. Some of the most successful Facebook and Twitter campaigns have interactions multiple times daily. Now, that sort of level of interaction is probably not necessary and even harmful to your campaign. Set a more manageable goal of posting once or twice a week, and checking for responses daily. Work from there.
2) Spam posts
The opposite of #1. You see this when your Facebook News Feed or Twitter feed is full of a bunch of posts from the same user. These are usually automated posts that feed in all at once. It’s likely that members of your audience will just tune you out, due to overwhelm. In the worse case scenario, they’ll unsubscribe altogether.
3) Not responding
If a user leaves a comment, retweets your content, or otherwise interacts with you, take notice and respond! To ignore someone’s comment is equivalent to turning your back to a complaining customer in your store, or ignoring a browser who is interested in buying a product. Your social media presence is your storefront online. Use it to engage with your customers. At the very least, don’t ignore them!
4) Not providing enough value
No one is going to respond to boring content. Using the storefront analogy again, few people will enter a store with a boring sign bearing no information about the business and little to nothing in the window. Share photos. Share coupons. Share witty stories (if appropriate for your line of business). Ask questions!
5) Not being personal
Depending on the business, it’s okay to be a little funny and show that there is a human behind the computer. Quote individuals. Reveal who is managing your Twitter handle. People like to interact with other people.
6) Lack of transparency
If you’ve messed up, fess up. In the digital age, it’s hard to hide much before it gets blasted around the blogosphere and shared and retweeted. You’ll get a lot more credibility for acknowledging a mistake and displaying efforts to try to correct the problem than by pretending it doesn’t exist. Social media is a great way to provide a credible, human face that answers on behalf of a business. Show your audience that your face is trustworthy.