Social media may be fun and easy to use, but simply creating a page on Facebook or using Twitter doesn’t mean it will work for your organization. You have to use it as a marketing tool. And to do that, you need first of all to guard yourself against some common mistakes.
1. Not using your logo consistently across all your social media profiles
Random or vague profile images make it hard for people to recognize your brand, leading to fewer followers and lower engagement levels.
2. Hiding behind your brand logo
Social media users are more likely to trust and respond to updates provided by a real person with a face than by an impersonal logo. Choose a few ‘social’ employers and encourage them to use Twitter, Facebook, and other social networks in your brand’s name.
3. Sharing too much of your content
The content you create may have great value, but it’s still important to share content created by experts in your niche and other influencers. By combining multiple sources, you can keep the content fresh and make a positive impression – nobody likes people who talk only about themselves.
4. Posting inconsistently
If you set up a posting schedule, your followers will know when to expect new content. Also, consistent posting helps to establish you as an expert in your niche. It shows that you take social media seriously, and can keep your followers engaged.
5. Not hosting engaging chats, contests, and discussions
All these enable you to communicate with your followers in real time, helping you to build familiarity and trust, and increase engagement. Starting a chat or a discussion is as easy as asking an interesting question relevant to your niche.
6. Failing to interact with other companies in your market
Don’t avoid interactions with other organizations in your market, or you may be losing valuable opportunities for joint events & campaigns, and sometimes even partnerships. Keep your friends close and your ‘enemies’ even closer.
7. Not varying your content
Text and photos may be the norm on most social pages, but don’t neglect videos, slideshows, or infographics. Creating these takes a bit more time, it’s true, but they can keep your content fresh.
8. Not announcing victories and completed milestones, or announcing them too often
Your followers need to learn about your progress and achievements. However, if you blow the trumpet for every small victory — like being named the 46th best company in a local ranking that included 50 companies — your achievements may seem trite.
9. Being active on too many social sites.
Stick to the essentials: Facebook, Twitter, Google+, YouTube, and a few more, depending on your mission/market. Remember that while social media doesn’t cost money, it costs time. Don’t dilute your content in order to reach all sites – keep it juicy.