It’s easy to create a social media account for your business, but actively using it and posting often can be tough at times. Anyone who follows any account wants to see activity and be up to date on information about the brand or business they are following. Basically, followers follow accounts to be in the know. If you are a business and start off posting frequently and then suddenly stop posting for several weeks, you will look unreliable and lazy. Some people only use social media to keep up on who they follow, so if they see that you have not been posting, you will lose credibility and it will look like you don’t care about keeping your audience up to date.
Most businesses will likely have more than one social media platform for their business. With that being said, it is important to keep the same aesthetic throughout all platforms. For instance, if you have an Instagram, Facebook Page, and Twitter account for your business, it is important to keep your profile photo the same so it is easily identifiable to those who look you up. Also, having a consistent filter on photos you post will help make your social media look clean and professional. It is also important to keep the information that is posted on each platform consistent. You should post similar information to each so that followers can access the same information on whatever platform they choose or use the most. It will also make your business look more cohesive when the posts are all relevant to your industry.
Not Engaging With Your Audience
An important part of growing your audience and having genuine followers is by interacting with them and answering any questions they might leave. This shows that there is someone behind the account that actually cares about their followers and what they have to say.
Excessive Self Promotion
You’re a brand/business that’s trying to gain traction in the digital world, so it only seems right to talk about who you are and what you do and why you are better than the rest, right? Wrong! Excessive self promotion is a no-no. Every once in a while it’s okay to post about your business here and there, but not all the time. People don’t want to be constantly sold to. In social media marketing there is a 60/30/10 rule. 60 percent of posts should be original and engaging content that will get your audience talking, commenting and sharing your posts. 30 percent of posts should be shared content. Repost other relevant accounts or even a followers post if it pertains to your business in any way. This shows that you are engaged with the community and your audience. Finally, 10 percent of posts should be self-promoting. After all, social media is about being social, not selling.
Not Having a Strategy
It is important to have a strategy plan for your social media. Each platform is different, therefore, not each platform is going to have the same kinds of content. For instance, Instagram is heavily photo-based, so you’re not going to have a long written caption of important information accompanying the photo. Instagram will most likely be used to showcase the look and feel of your brand, while your Facebook Page can be a platform for more information-based material. It’s also important to figure out what your goals, target audience, and strategies and tactics are for each social media account. Narrowing down your specific audience and understanding why/how you are going to utilize it in the best way is crucial in gaining exposure for your business online.