When analyzing social media profiles of companies and brands as well as browsing through social media platforms, people working at a social media agency unfortunately come across Facebook pages, Twitter accounts, corporate blogs or YouTube channels of companies more often than they would like are unsatisfactory from the customer’s point of view or on which avoidable errors are committed.
Sometimes it is much too personal dealing with the customer, then again a fan page appears as if it were automated postings that are very advertising-heavy. Sometimes the Twitter account has not been used for six months. Typical social media errors keep popping up that would actually be easy to prevent – with an effective and well thought-out social media strategy.
Such a strategy is of the utmost importance because nowadays hardly any company can afford to enter the ever-increasing competition for the attention of social media users without a strategy or to act headlessly. So that you don’t run the risk of making such social media mistakes, we have collected a few useful dos and don’ts for your company’s social media presence.
Do # 1: The Precious Time
Time is an elementary factor for your social media presence in a double sense. It is crucial to respond in a timely manner. Life in the digital age is getting faster and faster and that should also apply to your social media appearances and your community management .
You don’t have to react within 10 minutes, but a reaction on the same day or the next morning at the latest would be appropriate. If you also demonstrate competence and can answer possible concerns of your consumers directly on social media, then nothing stands in the way of social customer service . The second aspect of the time factor applies to your posting strategy. In order to use your contributions as efficiently as possible, you should publish the right content at the right time.
Do # 2: Know Your Target Audience
Your social media marketing must basically depend on your target group. Who should follow your company on the social media platforms? Most likely your consumers or potential employees on career sites. Spread posts and tweets that interest your consumers and potential customers.
Personal interests should not play a role when posting, unless they are congruent with the interests of the target group. Because the fans and followers are not interested in you personally, but in the company and your brands and products. Exception: you are an important personality or celebrity. Then you are welcome to act as a testimonial for your company or you can publish your own fan page. Of course, special rules also apply to athletes, actors or musicians.
Do # 3: Originality And Enthusiasm
In the already mentioned, growing competition for the attention of users on social media platforms, one should always try to stand out positively. Be original with your social media content, find strange things, for example, and don’t post the mainstream news that everyone has already read anyway.
Create added value for your fans, followers and readers with your social media presence through a mixture of information, entertainment and useful tips. In this way you not only get new fans and followers, but also manage to retain these users in the long term with this social media content and to win them over as advocates.
Don’t # 1: Create No Connection To The Company
Far too often you come across competitions on social media platforms in which an expensive smartphone or the latest tablet is raffled, even though you have nothing to do with this win at the company behind it. This is just one of the many examples that the social media marketing of these companies does not hit the nerve of the time and the consumer.
It is better to publish entertaining and informative articles that are related to your company or that can make your fans smile. The users expect the right mix of content. Develops exciting social media campaigns that focus on communication and the target group. Pure competitions also make sense, of course, but only if you want to generate addresses or give your fans certain incentives as a thank you.
Don’t # 2: Let Social Media Platforms Fall Asleep
We see it day after day. “Dead Social Media Profiles” of companies, as we call them. In the past few years, many companies have jumped on the bandwagon to the wonderland Facebook without a target definition or social media strategy.
The problem is that short-term decisions were made, either because the competition leads the way or because a Facebook page was created quickly. But soon the disillusionment came. Such a channel takes time and the companies often didn’t know what to do with the fan page. This can be roughly compared to driving aimlessly in a car where you neither have a driver’s license nor know the traffic rules.
Develop a social media strategy and set realistic goals! You have to fill these company pages on Facebook, Twitter and Co. with life with high-quality content and thus attract your consumers to these company pages. Be active on a regular basis, but don’t post too much.
On the one hand, too many posts displace your own posts from the news feed of the social media platforms; on the other hand, an information overload can arise that can prevent your consumers from following you. The activities of companies not only include the dissemination of content, but also the conducting of dialogues with fans. Social media is above all social, so it reacts to questions and comments from consumers and also reacts to criticism.
Don’t # 3: Exciting Content Instead Of Clumsy Advertising
Posting product presentations, advertising claims and discount campaigns is not yet social media marketing. If you introduce a new product over and over again and offer the consumer no added value, this consumer will very likely stop following you on the social media platforms.
Rather, follow the 80/20 rule for social media. 20% of your content can be about your own company or your products. However, this does not mean that this 20% should only contain advertising, but that they can have a certain degree of invitations to buy. Here you can find tips and tricks for your new products, including discounts and coupons, hands-on videos or introducing employees. The remaining 80% of the content should only be based on the interests of your social media target group, i.e. offer information or entertainment.
If you noticed after reading this article that you too have some of these problems or do not know how to use your social media profile effectively, then get a social media agency such as to be social to complement your marketing department .
Then you should analyze the current situation and develop a social media strategy together with the agency. Because an effective social media strategy with associated campaigns and a balanced posting plan can help your company to be successful in the long term and efficiently on social media platforms and to achieve set goals.
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