We’ve all heard the Social Media marketing buzz and it may well be a valuable tool with direct positive impact on your bottom line. It can just as easily become a productivity drain, a mindless noise generator and the biggest distraction to a communications plan you’ve ever endorsed. If you are going to do it right, consider avoiding these common pitfalls:
Don’t Measure your Success in Followers
If your Key Performance Indicators (KPIs) are based solely on how many people like or follow you, you may need to reconsider your approach. The reason they like you is more to the point. And if you look deeper at the products or services you offer, the reason they like your product is what you should be truly devoted to. Create goals that revolve around the premise of executing business goals using social, not social for the sake of being popular.
Don’t Beg for Social Favours
Asking people to follow you, like your page, re-tweet or check-in is like telling a story to a friend and asking them to tell someone else. You don’t need to encourage your followers to share your information if your content is great, they simply will without questioning it. If they do share your content upon request, their superficial interest on the subject will be easily detected and your reach will be very limited or your reputation negatively affected. Instead, make your content interesting and awesome, craft story around your product and be inventive. If you resort to giveaways, you’ll assemble a loyal following of freeloaders.
Don’t Peddle Corporate Wares on Facebook
Selling office furniture and chloroplast signage or anything people don’t feel a personal connection to on Facebook is a ridiculous idea – it’s like selling insurance over dinner. If you are selling business to business, social media is probably not an avenue you want to pursue with vigor. Instead, redouble your efforts on a powerful, sales focused website, ensure it’s easy to use and use analytics to improve it.
Don’t be Uninformed
If you don’t know what people are saying about your product or brand, how can you make informed decisions on how to engage socially? Powerful monitoring tools exist that can help you capture conversations in the social sphere that matter to your business. Before jumping in with both feet, find out what discussions are happening and then you’ll know how to add value. Without this insight, it’s all noise.
Social media can be an effective tool in your Marketing toolbox but only with careful deliberation on your goals and creative consideration on your execution. Be mindful of ROI, be a good friend, and always bring your strategy back to the context of existing as a business. If you don’t, you’ll look back on these years and marvel at the amount of time you wasted chasing social approval rather than profit.