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Oops!: Five mistakes brands make when using social media
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Everyone knows how important social media has become for brands within their marketing communications in recent years. Louise McGrath, business development director Big Dot Media highlights five consisten mistakes they should try and avoid making.
In a recent study by Auros, it was found that many of the top 25 UK retailers are largely unresponsive when it comes to engaging properly with their audiences in the social media channels. To be honest I was pretty amazed by the claim. I had assumed that the big brands would have had good social media engagement, but looking through the social media channels of some of these brands, I was wrong.
Your customers are talking about your brand NOW. Not in six months or two years, NOW! Social media usage is not only increasing rapidly, it is already pretty big. Consumer behaviour and more specifically their buying behaviour is already deeply entwined in social media channels. From consideration, to purchase, then onto feedback and recommendation, consumers already harness the power of social media, so if your brand is not responding to this now, you are in trouble.
Mistake #1
You have no social media presence at all
We are at a stage in social media evolution that people have social media tightly woven into their day to day lives, and look to social media to research brands and their products or services before they buy. If you have no social media presence, you run the risk of either not being considered because you can’t be found, or being passed-over simply for the fact that you have no presence and are therefore considered ‘archaic’.
Mistake #2
You have a token social media presence that is hardly ever monitored
The biggest mistake brands can make is by creating a social media presence, but then failing to use it. If you are not going to do social media properly, don’t do it at all. The damage it can do to your brand is not worth the account your tweet comes from. Mud sticks, and if you are happy for the Twitterverse complain that you ignore your customers and never reply to messages, rather than you taking the time to do social media the right way, then when potential customers do come to research you through social media channels, all they will find is a bunch of negative posts telling them why NOT to do business with you. There is no excuse for doing social media the wrong way – there is plenty of advice and best practise information on the Internet, as well as a wealth of companies who can help. Gone are the lazy days – it’s time to communicate or get left behind.
Mistake #3
You are using inappropriate social media channels
Not using the correct social media channels is not only a waste of effort and resources but also results in a less than successful ROI. Take the time to research the various social media channels, there are lots to choose from. Not enough people take the time to study the social media footprint of their competitors, as well as the big corporations, yet it is a masterclass in the making. You will find out who is doing social media the right way, and which channels they are using, and it gives brands the opportunity to learn from their strategy before putting all their eggs in one, potentially broken basket.
Mistake #4
You only use your social media channel to push direct marketing messages
We’ve seen it, we get hacked off by it. It’s lazy, uninteresting, and the quickest way to lose followers in their droves. If people are taking the time to follow you, they are interested in your company, your offers, and what you have to say, both about your company and to them as brand ambassadors. The least you can do is take the time to show them who you are and what you are about. Bring your followers closer to your business, personalise your brand make the most of the attention they are giving to you by engaging with them. The people that follow you are savvy social medialites, they don’t want to see post after post, tweet after tweet about your latest product and offers. Brands wonder why their social media strategy is not working, but all your followers want to see is that you care about them and that their opinion matters. Ignoring your following will cost you and your brand dearly.
Mistake #5
You outsource your social media engagement to people who do not know your brand or your target audience.
Uninteresting tweets, the wrong tone of voice, not engaging followers and incorrect information are just some of the social media clangers we come across on a daily basis. If you are going to outsource your social media strategy, take the time to carefully research the company you are hiring. One wrong message can spell disaster for a brand, and spoil years’ worth of brand-building.
So until you know the ins and outs of the world of social media, or you pay someone to know it for you, do your research, speak to people who know what they’re talking about, and for the sake of your brand, do social media right or don’t do it at all.
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