Any company today, however small or large, must have a good social media strategy. Much of the day-to-day running of the company and the interaction with its public, including part of the sales, are carried out through this medium.
Social networks should not be underestimated, nor the work of the community manager in general. A good use of social communication can bring great benefits to your company or small business.
On the other hand, if they are poorly managed, the company can see both its image and its reputation damaged.
If you still don’t have a social media plan or your profiles don’t work as well as you’d like, you can’t miss this article!
Today we are going to talk about the mistakes you could be making in your company’s social media strategy and how to fix them.
The 7 common mistakes in social media strategies
Many people often believe that managing the social networks of a company or business can be a very easy task. However, managing them well and achieving the goals set requires a lot of work and organization.
When it comes to avoiding mistakes in the social media strategy, we must bear in mind that the organization and planning of our actions is key.
Any mistake that we let go will end up damaging the image of the brand, and can be difficult to solve in the long term.
With a social media strategy or managed social networks, you can be perceived as a trusted brand.
A good job in social networks will be highly valued by users, and can make a difference when they decide for you or for your competition.
Next, we are going to analyze the most common mistakes that we usually find in the social networks of different brands.
Read them carefully and keep them in mind when planning the next social media strategy for your business!
1. Think short term
A basic characteristic of social networks is their immediacy. However, this does not mean that we should think about them without planning in the medium and long term.
Planning is essential for social networks to work and for us to achieve our goals.
You must have a strategy, at least 3 months ahead. Even so, planning is not static, it must be constantly updated based on what is happening at that time.
2. Not measuring results
The measurement of results is linked to the achievement of objectives. If you do not measure what is happening on your social networks, you cannot know if you are achieving your goals, or if on the contrary you are moving away.
The measurement of results will help us to reorient our actions when we move away from the objectives.
We must measure the results in all the social network profiles that we manage; it is important to know the engagement achieved, the users who arrive and those who leave, what they like and what they don’t, etc.
3. Using wrong metrics
In relation to the previous error in social networks, it is very important to know what we are going to measure. Using the correct metrics will show you the way to your goals, and allow you to reinforce the strategy when it needs it.
When measuring, we must be clear about what we want to achieve and what metrics are related to that objective.
It is quite common for brands to become obsessed with the number of followers they have on each social network. But… what is the point of having millions of followers if they never see your posts or show interest in them?
4. Talk like a robot
Another basic characteristic of social networks is that they humanize brands, bringing them closer to their audience. If you end up automating everything you do on your profiles, you can lose that closeness
It should always appear that there is a human being behind the screen, who interacts with and knows his followers.
The close relationship is achieved if the followers can empathize with you, and for this you must act as a person and not as a robot.
It is good that you take them into account, thank them for their participation and personalize your messages by addressing followers by name.
5. Have several open profiles
This is usually a common mistake when starting to use social networks, for example, when you decide to create a Facebook page for companies to abandon it and later continue opening more profiles on other channels.
It is essential that the profiles on social networks of your brand or company are recognizable and do not generate confusion.
Don’t let your audience get confused and follow other profiles that are not the ones you use for your business.
It is very important that there are no abandoned profiles, that there are links from your website to the ones you are using and that they are easily recognizable when a user searches for you on the networks.
6. Not contrasting the information
Social networks link you to millions of users who can read, in a matter of seconds, any of your publications. Therefore, make sure that everything you publish is truthful information.
You have to dedicate time to each publication, looking for good sources of information and working well on everything that is going to be said.
We must not underestimate the power of social networks, every time we want to create a publication, we must compare the information.
Denying something or having to delete posts makes your users lose confidence in your brand.
7. Giving poor customer service
Users often turn to profiles to contact brands and try to solve their problems.
It is a fairly common mistake in social networks to allow users to write to you through this means, but then not manage these conversations.
Managing conversations on social networks and solving the problems that users raise is essential to gain their trust.
This is essential when working on social networks, since for a social network to survive, or exist, the users on the other side of the screen need to be happy with us.
Shorten response times for greater efficiency and improve your reputation!
There are many errors in social networks that we all see every day in the profiles of different brands and companies. However, here we have summarized the most common ones, and those that we think can affect your online reputation the most.
At this point you may be overwhelmed by all the things that need to be taken into account when managing online communication, but with a good social media strategy (well defined and planned), most of these mistakes are avoided on their own. .
It is essential to be clear, have creativity when generating content, and never forget about the user. Put yourself in his place to know what he expects and what he likes, and thus be able to retain him in the long term.