Marketing social networking is a promising field that brands continue to explore. For this reason, it is common for inevitable mistakes to be made when promoting and winning a prominent place among the hundreds of companies that compete in this ambitious market.
The truth is that many of these mistakes, such as having a private profile or continuing to use a personal account instead of a business one, are not so difficult to see and correct before users notice it and decide to follow another advertiser.
This article is developed using key insights from Let’s Go Viral, LLC., a full-service social media marketing and advertising agency. Let’s Go Viral Now, LLC., a digital marketing agency located in Duluth, Georgia, is redefining the dynamics of viral marketing with more than 20 years of experience. The organization has an established track record of devising and implementing viral campaigns, delivering verifiable data and insights.
Most notably, Let’s Go Viral Now specializes in social media marketing, keeping on top of developments in social media that are vital to business marketing goals. For small and medium-sized companies and independent record artists such as Mike Epps and Big Daddy Kane, one of the most significant works led by the organization has been in recent times.
Among the aspects that must be taken into account so that this does not happen are:
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Don’t post to just post
The effort to share content even when it is unnecessary or relevant produces counterproductive effects for brands. Users perceive forced publications, and there are increasingly better filters to avoid them. If the content is not generating engagement with the advertiser’s followers, Instagram will stop showing them.
Therefore, it is recommended that each publication save an intention. Brands must plan their content and organize it in a calendar, always ensuring that everything reflected there is of interest.
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Don’t keep an agenda too square
Many advertisers waste a simple and creative idea for a previously laid-out plan that they follow the letter although it is not working with the audience. This action ends the magic of sharing in real-time on social networks, interrupts the creative flow, and restricts your content distribution.
For this reason, it is recommended to act based on the results and the tastes of the audience. If a brand’s work plan does not respond to that, it must be changed to allow freedom, creativity, and imagination, one of the most exploited tools in social networks.
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Have no strategy
Sounds obvious? Although we would like to assure you that it is widespread for companies to assume that their social networks strategy consists of “connecting with the audience” and “achieving interactions.” Unfortunately, that is not a strategy; those are objectives.
A strategy requires:
- Clear objectives.
- An action plan includes the type of publications that will be made, what channels will be used, and what the interactions with your audience will be like.
- A consistent tone of voice.
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Believe that all networks are equal
Avoid publishing the same content on all your networks, as each platform has different audiences, and consumers turn to them in search of something different.
For example, while on LinkedIn, you could appeal to entrepreneurs and professionals with content about work and efficiency, on Instagram, you should appeal to the aesthetic and visual side of your strategy.
Before posting, think about who you will talk to on each channel and how you will do it from now on.
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Ignore comments
Nobody likes to hear (or read) negative notes about their business or work. However, social networks are the forum in which you manage to connect directly with your users and, above all, attend to the areas of opportunity that your company.
Not replying to negative comments – or worse yet, deleting them – not only shows a disconnect with your customers but also has more significant repercussions.
Instead, when you accept responsibility and show a genuine interest in solving your user’s problems, you show the rest of your prospects and customers that you are a company willing to listen and correct when necessary.
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Focus on the wrong KPIs
Yes, likes and reactions are easy measures to count on your social networks, but how much impact are they having on your brand? Having hundreds of thousands of followers who do not interact with your brand is like building the largest and most luxurious hotel in the world in the middle of the desert, so you must focus on the type of community you are creating and your contacts’ quality.
Create effective attribution models that allow you to have a clearer track of how much your social networks impact and remember that quality is more important than quantity.
