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.
1. 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.
2. 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.”
Forget rules of engagement, when it comes to social media, the rule IS engagement. In fact, engagement is a huge driving force behind most social media activities including business pages. It is often used to measure the success of a post or campaign, as well as gauge overall sentiment. Read on to find out how to make your social media presence more engaging.
Social Media Engagement
Social media engagement refers to different types of actions across the various platforms. These include: likes, shares, comments, retweets, clicks and other reactions to social media posts.
For businesses, the engagement need is twofold:
>> Firstly, you need to post content that your users find engaging. This helps you retain existing fans as well as attract new followers. But it’s not just about a great online presence. This positive sentiment extends to real-world benefits such as increased sales and new customers.
>> The other crucial factor is engaging with your audience. This includes acknowledging positive feedback, responding to messages and providing efficient service.
Social Media Rules of Engagement Bootcamp
In military terms, “Rules of Engagement” refers to rules soldiers need to follow when out in the field (for example: you are allowed to return fire if someone shoots at you). Well, social media has its own set of rules for interacting with users, and these apply to both the friendly and hostile users that visit your page. To help you navigate the online minefield, here’s our Social Media Rules of Engagement Bootcamp guide:
Social Media Rules of Engagement: Bootcamp Guide
>> Content is the Captain: For content to be engaging, it needs to be useful, interesting and high quality. Dip into your creative artillery and use different media types (such as video, animation and static content). Make sure there is value for the user while still promoting business objectives.
>> Game-plan: Start with a social media strategy. This should include content, scheduling, account management and related processes. Make sure your team members are well trained in their specific tasks, or bring in an expert to assist. For brands besieged with queries, there has to be a plan in place to deal with high message volumes (after all, you can’t go out into the social media field unarmed).
>> Going AWOL: Don’t let your social media visibility go AWOL (missing) due to not posting content for long periods. Posts need to be frequent enough to keep users engaged, but not so many that it becomes an annoyance in their newsfeeds.
>> Guerrilla Tactics: Using Guerrilla tactics like click-bait is risky. You may get the initial link-click engagement using this technique, but you are likely to lose the person altogether from this kind of method.
>> Patrolling: Patrol often by frequently checking your pages for comments or queries. People expect super-fast response times on social media, so make sure you have processes in place to provide it.
>> Battlefield: Don’t go into battle with users. Even if you are receiving hostile comments that are unjustified, stay on the high ground. Remain polite, professional and in line with brand tone at all times. Neither defensive nor offensive techniques work – there are no winners if you go into battle with customers.
When it comes to social media engagement, your primary missions are to drive user engagement and engage with users. And yes, sometimes it may seem like a battlefield when users start firing negative comments. But success lies in effective leadership, a strategic approach and professional responses at all time. Quality content and service should be your weapons of choice. And with the right team at your side, you will be on your way to winning on social media.
Need to call in the big guns? Get in touch with Social Media 101 – we can help lead your team to social media victory. CLICK HERE to contact us.