Corporate account in social networks can be both an effective tool for promotion and sales, and a senseless waste of money and time. In order to improve your work in social networks, it is necessary to study not only the best practices, but also to realize the mistakes. Here eBusinessPlan have collected a compilation of 10 typical errors in SMM, which may allow many entrepreneurs to avoid them or correct them in time …
#1 – Quantity instead of quality
Very often, we see how companies publish too much content on their pages. Why is this happening? First, there are many topics that you want to share, and which you just need to tell. Secondly, some people still do not understand how algorithms work in the Facebook, and hopes that the more content – the more popular the page will be.
Unfortunately, this is not the case at all. Take for yourself the rule of doing publications once or twice a day, and the remaining time to spend on improving the quality of your posts. Write more good texts, process photos more effectively – and you’ll see how the covers and engagement increase.
#2 – Presence in all possible social networks
Although services for working with social networks, including analytic, give you the opportunity to conduct activities on different sites, you should not deal with them all. Each new social network takes away precious time from you, which you could devote to the main resources (quality content, remember?).
In the same way as too frequent publications, working with all social networks reduces the effectiveness of each communication channel. Choose for yourself a couple of sites and work with your audience there.
#3 – Publish the same content everywhere
This is one of the best ways to turn your audience away from you. The preferences and behavior of users in different social networks are radically different – just like their expectations from the content. And if people see the same pictures on all your platforms, they will most likely come to the conclusion: “Why do I need all these subscriptions.”
#4 – Use only horizontal photos and videos
Previously, everything did so, but today, when a significant part of the content is consumed from the screens of mobile devices, it’s time to look towards the vertical visual. If this is still very radical for you, start with a square format: this content looks equally good both on the desktop and on the smartphone.
#5 – Publish only your content
Do you have a store? A cafe? Confectionery? Most likely, you post only photos from your institution and write only about your own products. Try to look at the events taking place around. Do you have an opinion? Express it – without busting, of course, but do not be shy. Use situational marketing, joke on time and accurately – and you will see that the involvement will grow.
You may also like to read: Facebook for Business: Organic Balance and Sponsorships
#6 – Ignoring User Content
Your customers bring you not only money, but also emotions, and with them – the embodiment of these emotions in the text or visual content. In addition, their impressions are always alive and real.
Why not include them in your content plan? This will also be useful for other people who may not have used your services. Therefore, they will understand that you can be trusted, and the level of your service meets high expectations. Work with positive feedback.
#7 – Rejection of video content
Video takes one of the top positions on the scale of the effectiveness of content. So why are not you using the video yet? Perhaps it seems to you that this is expensive and difficult? Believe me; it’s not much harder than taking a photo. Take your smartphone and start shooting today. Then it will come to live broadcasts – your content will become even better and livelier.
And what’s important: publish the video directly to the social network, do not insert links from YouTube, so that the covers are at a good level.
#8 – Do not target narrow audiences
Most likely, the portrait of your client is very wide – it can be young, elderly, active, and calm, and still all different. Now imagine that they all see the same thing. When conducting advertising campaigns – use a variety of creative and a message for different audiences.
Start with age, then dig deeper and divide your customers into several groups. So you better reach each of them.
#9 – Do not raise the correct posts
You probably saw a die with a comment from Facebook: “This post has proved to be better than everyone else – raise it for $2 to cover even more people.” It is obvious that if any publication is very liked by your subscribers, it’s worth telling all about it. Use this to gather as many subscribers as possible and tell a wider audience about yourself. It’s not too expensive, but the result can be exceptional. The main thing – clear targeting.
#10 – Do not reply to comments and questions
You will be surprised, but, according to a study by Sprout Social, brands ignore 89% of the comments. The same study also says that if brands responded to user comments and feedback, 70% would increase the desire to use their services, loyalty would increase by 65%, and 75% of subscribers would share their good impression on their page.
Work with comments, answer negatives, thank for kind words (and use them as user content, by the way).