Social media marketing for business is about providing valuable information for your audience through education, entertainment, and periodic special offers/promotions just for followers.
Most people who follow or like a business page on social media will do so for: 1) to be part of future exclusive promotions that may save them time/money, 2) to become informed and educated on topics that are relevant to them about your business type, and 3) to be entertained.
5 deadly sins of social media marketing that will have your fans running to your competitors!
- Sloppy, unattractive platforms– Keep your platforms attractive by using quality images and proper use of grammar and spelling. By being aware of how your platforms look and operate you are conveying to your audience you are detailed oriented and care about your business and in turn about your customers/clients. Be eye candy!
- Excessive self promotion – Social media is a form of entertainment, people who follow a business expect useful information that is presented professionally, attractively, and with a bit of entertainment. The quickest way to lose followers is to do nothing but self-promote. The marketing equation for social media used to be the 80/20 rule. Now it needs to look more like the 70/20/10% rule. What this translates to is, share quality information from other sources 70% of the time, share your own content 20% of the time (you do have your own original content, right?!), and only 10% of the time self-promote. Did you hear that…only 10% of the time.
- Not responding to comments/negative reviews – Social media platforms are increasingly becoming one of the first places customers go to for customer service. While you aren’t thinking your Facebook page is a forum for customer service, it in fact is. Your customers know they can contact you there, talk to you there, and complain there. Sometimes privately and other times for everyone to see. When a customer comments on any of your social platforms you should respond quickly, ideally within 24 hours. Like or comment back so they know you saw their post, and if the comment is negative, respond briefly and try to take the conversation offline to resolve. Don’t get caught up in a negative conversation where both parties are becoming angry on your public feed.
- Unprofessional/embarrassing personal profiles – Unfortunately, once you take your business Online the personal profiles of you, your team, and your friends are being looked at and scrutinized by your customers and potential customers as a way to evaluate your business and who you are as a business owner and member of the community. Make certain they won’t easily find anything that will make you lose the sale to your competitor. Keep your personal accounts as private as possible by adjusting the privacy settings and periodically checking those settings. Discuss with your employees what is acceptable and not acceptable for them to share on their personal profiles, (and yes, as an employer you have the right to hire or not hire folks based on their social information). Nothing will ruin your brand quicker then what the majority may view as unacceptable or questionable behaviors, photos, content, and relationships.
- Being stagnant – A social profile that is opened and not updated makes your company look less then professional and stable. If you open a social account you no longer wish to keep active, remove it. Make a schedule for consistent social media posting and consider using automated tools to help you keep content posting regularly.