So you’re ready to launch your new social media strategy.
Your Facebook page is looking good. You’ve got your Twitter feed primed and ready to go. You’ve even written a few blogs. Now’s the time for a pre-launch safety check to make sure you don’t crash and burn due to one or more of these common social media mistakes.
- Putting quantity over quality. Don’t “talk” in social media unless you have something helpful to say! If your content isn’t relevant and engaging, your fans, followers, and viewers won’t come back.
- Coming on too strong. Nothing turns off social media users like a “buy, buy, buy” approach. Nix the hard sell, and think more about building engagement through awareness, consideration, conversion, loyalty and advocacy.
- Big launch, no follow-through. Of course you want to make a big splash with your launch. But without a long-term social media strategy – including what kind of content you will publish, where and when – you won’t get far.
- Overlooking the importance of search. Social media networks typically land on the first page of brand searches, so make sure your search strategy and social media strategy work hand-in-hand.
- Forgetting who you are. Remember to project your brand voice. Should IBM be “wacky”? Should Pavorotti sing like Ozzie Ozbourne? Should Red Bull not be bold?
- Lack of focus. Don’t try to be great in all social media networks. Focus on the one or two that are most relevant to your target audience and your goals.
- Expecting too much. Social media won’t replace your off-line marketing, so don’t even try. Make sure they integrate well with each other to send a consistent brand message.
- Indifference. If you’re going to use social media, pay attention to it! Not responding to customer comments – the good, the bad and the ugly – is a major social media faux pax.
- Thinking it’s all about you. Social media is an all-way communication tool. Don’t talk to your audience, start a conversation with them.
And make sure you have a social media policy in place before launching any social media efforts. Who will create the content? Who is authorized to post on your company’s “official” social media pages and feeds? Who will respond to customer comments? Having a policy will provide discipline and direction, and will help you build and execute a successful social media strategy that excites and engages your customers.