When it comes to social media, there are a number of common mistakes that companies can make. It’s really important to know what you’re doing and to do it right! First off, you don’t want to “fly blind”. What this means is – don’t pursue social media strategies without answering who, when, where, what, and how questions. To successfully answer these questions, it is crucial for companies to implement a plan where they can listen and learn. You need to get information on competitors, understand your brand, and learn about key terms that are relevant to your target market and to your audience. Social media monitoring is all about smart listening and responding to key opportunities.
Know who owns your social media program. As businesses develop their social media, there needs to be an allocation of responsibilities and resources. Organizations need to be able to answer who is accountable and who has ownership. To get the results you’re looking for, establish social media goals and then determine who will be appointed the task of reaching those goals. But as you divide up your responsibilities among your resources, remember to work together as a team. You’re all trying to reach a common goal of a successful social media program. Leverage the combined efforts of your employees to optimally represent your brand. You most likely already promote your brand promotional products, pamphlets, brochures, and a company website, so why not do it via social media as well?
You don’t want to have your participation be inconsistent. Make posts on a consistent and regular basis. Find a way to give feedback to contributors. You also need to create engaging content that will attract passionate members who may become your very own brand ambassadors.
Don’t make the mistake of assuming that people will listen and value what you’re saying on the social web. Of course being passionate and engaging is important, but modern day markets must also be savvy participants and better understand social media.
In general, data helps with decision making. But data should not be an obstacle for your team; don’t let data override creative ideas that your team comes up with. Sometimes, especially when it comes to social media, personal experience may be better than data!
Personalization is a key element in your social media efforts. So use real people and don’t become faceless. Work on building relationships and connecting with people.
There’s some good news though. Training is available and is always a good way to learn how to do it right and get the best results for your company or business. Get executives involved so that they agree to provide the appropriate training needed. Develop a strategy, don’t be afraid to experiment, and make sure that everything and everyone involved is consistent and working toward the same common goals. Don’t be one of those who are lost and confused in the social web. These social media slip-ups can be costly – so get everyone on board and get with the program!