Digital Strategy - Social Media 101
COMMUNITY MANAGEMENT: COMMON MISTAKES TO AVOID

COMMUNITY MANAGEMENT: COMMON MISTAKES TO AVOID

Community Managers serve as the face of your brand, they liaise between a brand and its audience. They embody the tone and voice of your brand through digital engagement to build a strong brand presence and trust in online spaces. Think of them as the first line of defence as they stay on top of questions and conversations – they provide a hands-on moderation within the community. 

As part of your digital efforts, community managers play an important role in your marketing activities. The team within this role is responsible for managing and handling your online communication. They engage and deal with your audience on a daily basis, which gives them the opportunity to pick up on any negative or positive feedback regarding your brand. 

Let’s unpack the most common mistakes that should be avoided when dealing with online communities.

Avoid These Community Management Mistakes:

 

  • Not Answering to Comments: Failing to respond to comments from your audience is a critical mistake. When comments, questions, or feedback goes unanswered, it shows a lack of interest or appreciation for the audiences’ contributions. This will lead to frustration among people who seek engagement and meaningful interactions. Effective community management involves actively participating in conversations and acknowledging the voices of your audience. Timely responses can foster a sense of connection, build trust, and encourage ongoing engagement. Responding on time may increase your customer satisfaction and show that you value your customer’s feedback.
  • Grammar Mistakes: Grammar and language errors in your communication within the audience can have a detrimental impact on your professional image. Such mistakes can make your messages less clear, potentially causing misunderstandings or confusion. Additionally, they can erode your credibility, as they might convey a lack of attention to detail or professionalism. To avoid this mistake, proofread your posts and responses carefully, and consider using grammar-checking tools.
  • Robotic Response: Responding in a robotic or automated manner can make interactions feel insincere and impersonal. People appreciate genuine and human connections, so automated responses or overly formal language can be off-putting. Community managers should aim to establish authentic and relatable interactions. Personalising responses, showing empathy, and injecting some personality into your communication can go a long way in creating a welcoming and engaging community atmosphere.
  • Taking Things Personally: Emotions can run high in online communities, and community managers may encounter criticism or negative feedback. Taking such criticism personally can lead to defensive responses, conflicts, and a breakdown in trust. Instead, community managers should approach criticism professionally and constructively. They can acknowledge valid concerns, address them transparently, and work collaboratively with community members to find solutions. This approach not only diffuses tensions but also demonstrates resilience and maturity in managing the community.
  • Disempowering Your Community Managers: Your Community Managers are often the first point of contact with your audience. They have access to valuable audience insights and possibly exposed to opportunities that can improve your brand. This feedback should be shared with other departments or decision makers inside the organisation to leverage on customer feedback. When your community managers are disempowered, the brand may miss out on information through this critical feedback loop resulting in missed opportunities.

Key Take Away

 
Community management is a multifaceted role that requires effective communication, empathy, and a commitment to fostering a positive community environment. Avoiding these common mistakes ensures that your brand can build a strong, engaged community that benefit both the organisation and its members.

How Can We Assist

Our decade-long experience in community management, combined with a commitment to 365-day monitoring and a tailored response matrix, places us in a unique position to guide your brand. From leveraging state-of-the-art community management tools to expertly navigating regulated industries, we’re more than just service providers; we’re partners in your brand’s digital journey.

THREADS: UNLOCKING THE SECRETS BEHIND ITS EXPLOSIVE GROWTH

THREADS: UNLOCKING THE SECRETS BEHIND ITS EXPLOSIVE GROWTH

Threads’ explosive growth dethrones ChatGPT from its position as the fastest-growing app with over 100 000 million registered users in only 5 days. However, it’s crucial to consider the differing circumstances when comparing Threads user accusation to other social media platforms, such as wider mobile usage and data accessibility, and Meta’s strategic utilisation of Instagram’s network to boost and streamline the registration process for Threads. It’s also important to differentiate between ‘sign-ups’ and ‘active users’ as these are distinct metrics. While Threads has managed to successfully persuade millions to register, there isn’t currently any clear data on user engagement levels and the amount of time they spend on the app. It remains to be seen how successful the platform will be in the long run.

HOW DID THREADS GAIN SO MUCH MOMENTUM IN A SHORT SPACE OF TIME?

INSTANT CREDIBILITY

Threads’ connection to Meta gave it a significant boost. Given Meta’s standing in the tech industry, this affiliation gave Threads instant credibility.

OVERCOMING THE ‘COLD START’ PHENOMENA

Threads successfully mitigated the ‘cold start’ problem common to new social media platforms. This issue, the initial feeling of isolation that users often experience when joining a platform, was addressed by utilising the existing Instagram network to connect with friends, acquaintances, and content right from the start.

COMPELLING FEED FROM THE START

The use of an algorithmic feed from the very beginning was a strategic move by Threads. This meant that the platform could present compelling content to users from the outset, irrespective of their Instagram network enticing them to keep coming back as the platform’s content is perceived as valuable.

DISSATISFACTION WITH TWITTER

The widespread dissatisfaction with Twitter, exacerbated by Elon Musk’s contentious leadership decisions, has drove users to seek alternatives. Other platforms, like Mastodon and Bluesky, saw an initial surge in users. Threads is posing as an attractive alternative in this space.

AD-FREE ENVIROMENT (FOR NOW)

The ad-free environment on Threads provided a refreshing user experience. While it’s unclear if this will last indefinitely, the simple interface, combined with the focus on content and community rather than on advertising, creates a nostalgic feel reminiscent of the early, non-commercialised internet.

POTENTIAL NEW USER BASE

Finally, Threads has been successful in appealing to a new demographic craving a text-centric social media platform. Considering that Twitter has only around 300 million users, there’s a vast, untapped audience that Threads could potentially cater to with its simple, text-centric approach. Threads has achieved remarkable growth and disrupted the social media landscape through a combination of strategic factors. While Threads is considered a potential “Twitter killer,” it remains to be seen whether the app will entirely replace Twitter.

If your business needs support with its overall digital strategy, paid media booking, content creation or community management schedule a free call.

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7 SOCIAL MEDIA WINS EVERY BUSINESS SHOULD FOLLOW

7 SOCIAL MEDIA WINS EVERY BUSINESS SHOULD FOLLOW

Over the years, businesses have enhanced their digital footprints tremendously. Social media is undoubtedly one of the best vehicles that brands can use to drive their business objectives and achieve their goals. With that being said, not all businesses achieve success through social media. Here are a couple of things that you can do to gain an edge over your competitors.

CONTENT THAT DRIVES BUSINESS OBJECTIVES

Social media is not fluffy, it is a strategic tool that can be used to drive tangible business value. These objectives could include (but not limited to): brand awareness, building a database, increase app downloads, registering for an upcoming event or driving traffic to your online store. Whatever your objective, it is important to create content that provides value to both the business as well as the customer.

UTILISING THE RICH PLATFORM DATA

The various social media platforms have gathered an incredible amount of user data, by utilising this data you are able to communicate directly to your ideal customer with little to no wastage. You are able to target your ideal customer based on demographics, interests or behavioural data. Thus, allowing your business to speak to the right person, at the right time, with the right message – at scale.

SUPPORT THE ENTIRE CUSTOMER LIFE CYCLE

 
Social media can support the entire customer life cycle all the way from brand awareness through to the actual sale and even after sales support. With the data contained within the various social media platforms you are also able to track and retarget users with customised content based on where they are in the sales cycle and to support them throughout their customer journey.

CUSTOMER SERVICE THAT DELIGHTS

Customer service online should not just be a box that needs ticking. It is important that when your customers reach out to you online with questions, queries or complaints you are able to respond quickly and effectively. There is nothing more frustrating than reaching out to a brand online only to be redirected to a dusty email inbox. It is important that your community managers are empowered to solve issues in real-time.

PEOPLE DON’T HATE ADS

People don’t hate ads; they hate irrelevant ads. Social media allows brands to connect and advertise directly to their ideal customer solving real problems, offering solutions and adding value. Make sure to customise your content and messaging based on your target audience.

CONTENT SCHEDULE

It is important to keep track of your digital marketing strategy. A good way to do this, is by preparing a monthly / weekly content schedule. Not only is this for time management, but this allows you to have a bird’s eye view of your key messaging, content and publishing dates.

LESS IS MORE

The saying ‘less is more” is oh so relevant on social media. The notion that businesses have to post every day is flawed. Content creation is expensive and takes a lot of time and resources, thus you have to ensure that you’re getting the most value out of the assets that you have created. Focus should be on quality over quantity. This is where utilising paid adverting can be useful in terms of extending the longevity of your posts.

If your business needs support with its overall digital strategy, paid media booking, content creation or community management schedule a free call with one of our digital specialists.

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7 SOCIAL MEDIA SINS EVERY BUSINESS SHOULD AVOID

7 SOCIAL MEDIA SINS EVERY BUSINESS SHOULD AVOID

Social media has increasingly become a powerful tool that businesses in various industries have tapped into as means to drive their business objectives. With that said, some businesses are unaware of the social media sins that they are inadvertently committing that could be hindering their success. Here are Social Media 101’s 7 social media sins that every business should avoid.

WASTING TIME GROWING FOLLOWERS

Over the years, social media platforms have throttled the organic algorithm. This means that the organic reach is now limited to 1-5% of people who follow your page and have opted in to hear from you. The days of posting and expecting your entire audience to see your posts are in the past. Paid advertising is a must for every business on social media. It allows you to reach a wider audience than just the people following your page. The advantage that comes with paid advertising is the ability to target your ideal customer based on their demographics, interests and behaviours. This ultimately gives your business an edge over others that have not yet tapped into this social media function.

ONLY FOCUSING ON ENGAGEMENT

While engagement looks good on your business and personal page, does it drive business values? Engagement is a vanity metric that gives the business social clout however there are other metrics that you should be focusing on to measure true business value. Tracking metrics that drive business objectives should be the number one focus. Metrics such as ‘Traffic’ lead potential customers to the website, and more often than not turn into sales, while ‘Reach’ helps businesses get more eyeballs on their content. It is important to track the metrics that directly relates back to the business objective that you are looking to achieve with a post. Ask yourself the question “does this metric support my business objective.”

TRYING TO NOT LOOK LIKE A BRAND

Several businesses try to slide into social media timelines trying to not look like the brand to feel more relatable, but all that does is confuse the user. If you are a brand, brand like a brand and add value. The key here is to be a brand that posts content that adds value to both the business as well as the end user. As business you have access to a wealth of industry knowledge use this opportunity to inform, educate, inspire and convert the user.

NOT UTILIZING RICH DATA CONTAINED WITHIN SOCIAL MEDIA PLATFORMS

Spraying and praying is one of the biggest sins businesses make on social media. If a butchery would not waste time trying to sell meat to vegetarians, there is no reason for you to speak to people who are not interested in your products. When it comes to social media, businesses should be razor focused about who they want to speak to through ‘Targeting’.

NO STRATEGY

Winging things may work in other things but certainly not on social media, especially when running a business. Social media has the ability to drive tangible business objectives, not #MondayMotivation & cat pictures, this is why it is crucial to have clearly defined business goals that can be supported through social media. Some common business goals that can be supported through social media includes website driving traffic to your online store, event registration, ticket sales and even customer service.

TRYING TO BE EVERYTHING TO EVERYBODY

Trying to be everything to everybody is never a good idea as it leaves users feeling confused. In a world with limited resources it is vital that you use your time and money optimally to drive maximum bang for your marketing efforts. Having a clear picture in mind of your niche audience, you are better able to create content for them that speaks to their needs.

NOT RESPONDING TO CUSTOMER COMMENTS

Leaving customers high and dry is a recipe for disaster. If you wouldn’t turn your back on a customer if they walk into your shop, why do that online? What happens when you do not respond to customers? In the world of business word of mouth is everything! If customers can give good reviews about a wonderful experience they had with customer service, they will most likely give a bad review too should they feel ignored. After using their hard-earned cash on your business, people expect a response. Don’t lose your business credibility because you failed to respond to a customer.

If your business needs support with its overall digital strategy, paid media booking, content creation or community management schedule a free call with one of our digital specialists.

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COMMON MISTAKES BRANDS MAKE ON SOCIAL MEDIA

COMMON MISTAKES BRANDS MAKE ON SOCIAL MEDIA

Running a successful social media campaign can be tricky. Below we have highlighted the most common mistakes that brands make on social media and how to avoid them.

INCONSISTENT POSTING

When it comes to social media marketing, consistency is key. Similar to traditional marketing efforts brands still need 6-8 touch points on social media in order to convert their prospective customers. It is therefore important to share regular updates that help build brand awareness and trust – so that when your customer is ready to buy, your product or brand is top of mind.

POOR QUALITY CONTENT

Social media is all about snap judgments and just like in real-life first impressions matter. Before a customer will buy from you, they will do some product research. Whether that is checking out your catalog, website, or social media pages. If you content is badly sized, not legible on mobile, pixelated, or blurry it will leave a negative impression. Business owners spend a lot of time making sure that their in-store experience is positive, but often forget that the same principles and attention to detail is required for their online presence.

ADDING NO VALUE

There is nothing more annoying than brands that take, take and take. When building an online brand it is important that business’s focus on a healthy value exchange. Content shared on social media should add value to both the customer and business. Successful brands keep their audience updated and engaged with valuable content.

OBSESSING OVER PAGE FOLLOWERS

Historically having a large audience allowed you to share regular updates with customers who have opted to follow and hear from your business. Unfortunately, as the platforms have evolved organic reach drastically decreased and social media now is a pay to play platform. Page followers have become a vanity metric. Having a large audience makes you look good, but contributes very little to your overall marketing success, because you are no longer able to speak to them.

NOT RESPONDING TO QUESTIONS, QUERIES AND COMPLAINTS

You would not turn your back on a customer in real-life, so why do it online? We are always shocked to see how many customer questions go unanswered. Customers are the life force of any business, without them there is no business. It is important that brands respond to customer questions, queries and complaints timeously.

If your business needs support with its overall digital strategy, paid media booking, content creation or community management schedule a free call with one of our digital specialists.

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Post a lot of social media content for business success. [FALSE]

Post a lot of social media content for business success. [FALSE]

We get this too often, a new client brief asking for 3 posts per day per platform and generally the brief is asking for at least three platforms. We hear you, social media is about being social, it about engaging, it’s fast paced. Live fast die young – with reference to social media posts that is.

 

The reality is that people don’t unfollow brands who don’t post. They unfollow brands who post too much.

 

If you were to post three social media updates per day, across three platforms, that’s nine posts per day. That makes 63 posts a week (including weekends) and a staggering 270 individual social media posts every month. Keep in mind that ideally all of these should be well-thought-out valuable pieces; is there even that many things to say in a month? There are exceptions in the case of media houses or publicists where it is part of their brand mandate to provide ongoing, updated news and content. Oh and of course influencers who mostly document their daily lives.

 

The key focus is value. Quality over quantity, meaning less really is more. It is realistically impractical for brands to post this amount of social media content when considering the cost implication of designing, uploading and promoting all of these posts. Time is money and putting out such a vast amount of content requires a lot of resources that most businesses don’t have access to. Ideally, we are all about getting as much bang for your buck by being razor focused with the content in making sure that every post is contributing toward driving strategic business value. Content should be designed to align with over-arching marketing strategies and business objectives while also not spreading the brand too thin by trying to be everything to everyone on every platform. Decide on key messaging and then direct these posts through the channels where your customers are more likely to be and where they prefer to engage with your brand. Social media at the end of the day is about the user, not about the brand – think about how you use the platforms.

 

We have proven success with as little as 2 posts per month for some of the brands we work with. If you find yourself being overwhelmed with working out what to post next on social media, reach out to us and let us support you with a best fit strategy.

The pharmaceutical sector, in its pursuit to connect with broader audiences, has increasingly embraced digital marketing, especially social media platforms. However, this digital shift doesn’t come without challenges. The world of social media, with its real-time interactions and viral trends, brings with it a plethora of potential risks for pharma brands. Let’s delve into these risks and provide actionable strategies for effective risk mitigation.

Potential Risks In Pharma Social media Marketing

 

  • Adverse Events Reporting: One of the most significant concerns for pharma companies on social media is the potential reporting or discussion of adverse events related to their products. These can range from mild side effects to severe medical reactions.
  • Misinformation and Misinterpretation: The real-time nature of social media means information – or misinformation – can spread rapidly. Misinterpreted data, incorrect usage details, or misguided advice can have serious implications.
  • Regulatory Compliance: Pharma brands operate under stringent regulations. Ensuring that every piece of content, interaction, or campaign aligns with regulatory guidelines is crucial.
  • Brand Reputation: Negative feedback, public complaints, or controversies can escalate quickly on social platforms, potentially tarnishing a brand’s image.

Actionable Strategies For Risk Mitigation

 

  • Comprehensive Social Media Policy: Establish a robust social media policy that all employees are familiar with. This policy should define permissible content, response protocols, and escalation procedures for issues like adverse event reporting.
  • Active Community Management: Maintain an active presence on your social media profiles. Quick, appropriate responses to comments or messages can prevent misunderstandings from escalating.
  • Regular Training: Regularly train your social media and customer support teams on the latest regulations, brand guidelines, and adverse event reporting procedures.
  • Monitoring Tools: Implement social listening tools that alert you whenever your brand or products are mentioned. This enables you to respond swiftly to potential issues.
  • Clear Communication Channels: Ensure there’s a clear line of communication between your social media team and medical or regulatory experts within the company.

Community Management Best Practices

 

  • Pre-approved Content Library: Maintain a library of pre-approved responses for common queries, comments, or situations. This ensures that your team provides accurate and compliant information consistently.
  • Rapid Escalation Protocols: In case of an adverse event report or a serious complaint, have a defined protocol for rapidly escalating the issue to the relevant department.
  • Periodic Review: Conduct regular reviews of your social media interactions to identify potential areas of improvement or recurrent issues.
  • Engage, Don’t Ignore: Engaging with comments, whether positive or negative, demonstrates that your brand values feedback and is committed to patient safety and satisfaction.
  • Patient Privacy: Always prioritize patient privacy. Move detailed discussions, especially those involving personal health details, to private channels like direct messages.
In conclusion, while social media offers a valuable platform for pharma brands to connect with their audience, it’s essential to approach it with caution and preparedness. By understanding potential risks and implementing a comprehensive risk mitigation strategy, pharma brands can confidently and safely navigate the digital realm.

If you’re keen to elevate your social media presence while ensuring robust risk mitigation, our experts at Social Media 101 are here to guide you every step of the way. Get in touch today for tailored solutions and strategies that align with your brand’s vision.

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