Tagged: mistakes

Shortcuts to Avoid in Social Media

042313-shortcutShortcuts are something that are used in almost every facet of life. Be it keyboard shortcuts or a quicker way to get home from work, people like to do things the easiest way possible.  We have automation tools that allow for advanced programming of Twitter, Facebook, Google Plus and even Instagram.  But where do we draw the line between convenience and practicality?  Does automation of posts deserve the bad reputation it has? We personally feel that automation has it’s place, but it require supplemental monitoring to make it effective.  Here we are going to go through some social media shortcuts that you should avoid with your pages.

1) Pre-Scheduling for Events

This seems like a no brainer, but you should avoid scheduling your posts in advance of a real time event.  If, for example, you have programmed tweets talking about a specific driver in an upcoming race, it could backfire on you if something about the event changes. The driver could be injured before the race or the weather may cause a delay.  Stick to posting real time updates on events if you cover them to prevent this from happening.

2) Auto-Replies

One on one communication should never be automated. Whether it’s thanking someone for following you or answering a message, you should always do these yourself. There is no better way to turn off a new follower than to send them an automated thank you.

3) Posting the Same Message Across Multiple Networks

This is where automation gets the most flak from critics.  A lot of times when using automation tools to schedule messages in advance, you can schedule the same message across multiple networks. For example, you may send out a message as a tweet and as a Facebook update.  Unfortunately, this is pretty noticeable to followers. After all, it’s still a little weird seeing a lot of hashtags on Facebook if you are cross posting from Instagram or Twitter.  We recommend tailoring each message you send out for the network you are posting on.  What makes for a good tweet may not translate that easily to Google Plus and so on.

4) Sending Connection Invites Without Personalizing

For networks like LinkedIn, you can send a message along with your invitation to connect.  There is a standard message already in the template, but you should take the time to make it personal. People will know if you just sent them the boiler plate message, so make sure to put your own spin on it.  Explain why you want to connect or how being connected to you will be beneficial to that person. Don’t risk looking like a spammer with the standard message.

password5) Using A Simple Password

Most people use the same password for everything. Be careful of doing this, especially with an easy password. Social accounts get hacked all the time for one reason or another, so stay on top of your accounts with solidly difficult passwords.  Also be sure to change them every so often to keep your accounts as secure as possible. The process for getting your accounts back after they’ve been hacked can be difficult and sometimes not possible. Better to be safe than sorry in this case.

6) Buying Likes

Did you know that some companies offer ‘likes’ for a price? These businesses create thousands of fake accounts to generate likes for their clients. Facebook has caught onto this scheme and actually punishes pages that do this by limiting their organic reach.  Avoid buying into any scam that is supposed to bring you likes on your page, it will end up doing more harm than good.

7) Only Retweeting/Sharing

Retweeting is good for networking and spreading other’s messages if they are in line with your brand. The same goes for sharing on Facebook.  Only retweeting and sharing, however, shows your audience that you don’t have anything original or unique to offer. Use the retweet and share buttons sparingly so as not to oversaturate your followers. Otherwise why should someone follow you when they can get the message from the other source?

8) Inviting Every Friend to Like Your Pages

Annoying your friends with constant invites to like pages they aren’t the targeted market for will actually hurt your reach. You want to make sure you are reaching the right audience for your brand with your ad campaigns.  Stick to trying to gain a following of appropriate customers.

tagging-on-facebook9) Tagging Irrelevant People

This is probably one of the worst things you could do with your social pages. Under no circumstances should you tag people in an update that have nothing to do with your message. Get permission from anyone you want to tag before you associate them with your company and only then tag them if they are relevant.  You will get more exposure by tagging, but it will backfire if it doesn’t make sense.

These are just a few things you should avoid with your pages. Social media management isn’t easy, but if you make sure you aren’t taking the wrong shortcuts, you will do just fine. Good luck and happy posting.


Diversify Your Content

FinalUsing social dashboard tools like Sprout Social and Hootsuite has helped save time for many marketers in today’s world of social media.  They allow you to preprogram content from one location to multiple channels at once, but this has spawned a particularly bad habit, posting the same material across all channels.  Users have developed each social network to have a different personality, which means that one size fits all content simply does not work. Learning the difference between reusing and repurposing content can be the real game changer in your social media strategy. In order to be successful with your fans, you need to get to know your audience and what they are looking for from you on different social media channels.  If you have the same content across multiple channels, your fans will pick their favorite and ignore the rest. If this seems daunting, we have some quick tips to get you going in the right direction.

  1. Learn the personalities of each channel and the expectation of your fans for each. Facebook is a great medium for fans to ask questions and see multimedia posts from you like videos and picture.  Twitter is better suited for sharing news about your company or products.  Instagram is almost purely visual, so fans expect to be blown away by great images.
  2. Do audience research. Use the metrics tools that your dashboards have. Learn where you audience is listening to you and tailor your content to suit them. Listen to what your fans are saying and keep track of the data.
  3. Learn to re-purpose.  Telling your story on different channels is different that regurgitating the same information over and over again across all your networks. Find different angles on the same stories and use that to your advantage.  Delegate those angles to different social networks and you will find that your audience will enjoy seeing multiple sides.

Giving fans channels specific content requires a paradigm shift, but once the change is made, the boost in engagement will be well worth it. Look at your channels and content through the eyes of your fans and make sure you are giving something that is worthwhile. Once you do, your content will never be the same. Good luck!

Common Mistakes to Avoid with Social Media

Measuring_SocialMediaSocial media is not an exact science, nor is it something that you can get a degree in. Posting to Facebook should be easy, right? Tweeting is not brain surgery, so anyone can do it, right?

No one debates the user friendliness of social media sites (well almost no one) but very few people fully understand how to use social media effectively for business pages and marketing.

After scouring the web, here are a few tips to avoid the most common mistakes in social media:

  1. Using the wrong metrics: Most people feel that the number of likes your page has on Facebook is the final indicator in how well your page is doing, but this couldn’t be further from the truth.  Facebook has recently updated their page Insights to make tracking your metrics easy and more user friendly, but you’ll notice that more emphasis is placed on engagement than simple page likes.  Other services also offer social media metrics and analytics, such a Youtube and Sprout Social.  Use these to monitor your brand more closely.
  2. Too many channels/pages: Years ago when social media started booming, companies jumped at the opportunity to have a social presence online.  Many companies ended up with multiple (sometimes even hundreds) branded handles and pages.  The rush also pushed brands to stretch themselves thin by trying to have a place on every social media outlet.  Avoid this by consolidating your pages/profiles into a unified front and just pick the outlets that will be most effective for your brand.
  3. Social-Media-Listening-Image-twoAll About You: No one likes to listen to a person talk only about themselves all the time. The same is true for your businesses’ social media profiles. Obviously you want to sell your products and services to an audience that is interested, but the focus should be on what you can offer that’s of value. Listen and respond. Your content should center around knowing what your target audience wants and providing them with interesting information. Feature your fans and give shout outs to those who use your products and you will notice an increase in engagement as well as loyalty for you taking notice.
  4. Social Media in One Department: Marketers market, customer service helps clients and human resources recruits, right? Wrong! All of these departments have something to contribute to your social media pages, so limiting social media to one department leaves out valuable resources and information. Make sure everyone in your company is on the same page with your social media presence and encourage participation from everyone.
  5. No Direction: So now that you have your whole company on board to contribute to social media, what now? You have to establish a clear path for your social media profiles and individual purposes for all.  Set up a group calender with a posting schedule and determine customer response protocols so you don’t have duplicate posts or things flying under the radar.  Meet often and keep the lines of communication open and active, because above all social media is just that.

Hopefully now that you have a better understanding of what not to do with social media, you will experience better results with your marketing strategy. Good luck!