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10 Social Media Mistakes That Could Hurt Your Social Page

Social media can be a frustrating place to invest your precious time and resources. It’s ruled by ruthless algorithms, cute animals in costumes, and influencers with dreamy, white kitchens. All the while you can’t help but wonder — why isn’t my content getting noticed?

1. You’re Not Posting Enough

The number one rule of social media: post once a day, every day. This rule of thumb stands for all channels — although Twitter, in particular, encourages posting upwards of ten times per day for optimal engagement rates.

If you’re having trouble coming up with content to post every day, consider the following:

  • Research social media holidays and join the fun! #NationalBestFriendDay, #NationalPizzaDay, Teacher Appreciation Week — yep, they all can have a place in your social media strategy!
     
  • Schedule your content in advance. This one is a no-brainer. Take 60-90 minutes every Friday and schedule your content for at least Facebook and Instagram for the coming week. (I find it easier to do this on a Friday than a Monday!) 
  • Plan recurring content. Athlete of the week, artist of the week, WCW, MCM, student of the week, alumnus/an of the week … you name it. No one’s judging you if you sprinkle in 2-3 weekly features — plus, they usually get a ton of engagement!

2. Outdated Information

As a practice, review your online business information at least once a month to check for updates to your hours, menu, etc. For example those in the restaurant business or having a physical store needs to pay attention to the open and closing hours displayed online. Customers who show up at the wrong hours to find your doors closed may never come back – they may see this as negligent.

And if it’s March but you have your January menu posted, they may go to another business that invested the time to update their menu. The Internet has changed customers’ expectations: people want to know what they’re getting into before setting foot in your business or using your service.

How to fix this mistake:

  • Set up a monthly calendar reminder to scan your social media accounts for anything that needs to be updated. Make the updates immediately so you don’t forget.
  • Google your business name and look for anything incorrect or outdated. Sometimes customers submit changes to your business trying to be helpful, but it’s incorrect information. This is the importance of claiming and checking your profiles.

3. Your Visuals aren’t Engaging

Okay, but what if you’re including visuals and you’re still not seeing engagement? Well to be quite frank, maybe your visuals are a tad bit boring. Dark and blurry photos, busy graphics, or even stock photography might blend in and easily be passed over as users scroll through social media.

Here are a few useful tips for making your visual content on social media pop:

  • Use video when you can: Across all social media, video typically performs better. Try incorporating at least one video per week on your social media accounts, even if it’s a simple live video.
     
  • Have fun on your stories: Both Facebook and Instagram have a lot of tools, including filters, stickers, emojis, GIFs, and more—that can help make your visual content more engaging. Don’t be afraid to have fun here!

 

4. Ignoring Customer Comments

With social media profiles comes a need to maintain them actively. Customers will comment on your posts to compliment your service, make suggestions, or share complaints.

Responding to key customer comments demonstrates engagement and can drive loyalty.

Think of it this way: you probably focus a lot on the guest experience while they are at your business or interacting with your customer service. Would you ignore a customer compliment or complaint at the hostess stand at your restaurant? If not, why do it online?

If multiple customers are leaving compliments or positive comments on your posts, pick the highest quality ones, and reply with a short, personalized thanks.

 

5. Poor Design

Some customers don’t care how your profiles look, but some do. Of course, the information must be available, but it’s also important that your profiles look nice.

You wouldn’t hang up an ugly sign, and your social media profiles are your new sign. They’re your virtual storefront.

A nice design can attract customers, as it will give them a positive impression of your band. A poor design might make your business look careless, apathetic, or amateur (no offense!).

How to fix this mistake:

  • Follow the design advice in this post. Keep your designs simple to save time and avoid clutter.
  • Use online tools and content management systems that do the work for you.
  • If you want a nice design but don’t want to spend the time yourself, maybe pay a marketing agency or freelancer to do it for you. It’s important and worth the investment.

 

6. Snappy, Defensive Responses To Negative Reviews

Remember, everyone can see your responses to reviews, not just the customer who posted it. Always be civil and understanding as you make these posts.

It’s understandable to get angry, especially if the customer is being out-of-line. But the thousands of other people who will read the exchange don’t know that.

How to fix this mistake:

  • Focus on problem resolution in your responses to negative reviews. Don’t get personal.
  • Reply to all reviews promptly and know when to end the conversation (rather than going back and forth).
  • Whatever you do, reply, because unaddressed negative reviews are a social media disaster if you only have a few reviews 
  1. You Don’t Use Data to Understand What Your Community Wants to See

Social media platforms provide you with valuable insights into who is viewing your content, where they are located, what type of device they are using, what content they like most, and when they are most active. If you’re not using this data to your advantage, you’re making a huge mistake!

Here are two quick tips for interpreting data:

  • Demographics: Analyze who engages with you on each of your platforms. Keeping in mind that each demographic uses each platform differently (if at all) can help you focus your strategy.  
  • Content: This is an easy one — whether or not a post gets a high level of engagement has a lot to do with the content itself. If you see one type of post consistently getting more engagement than most, and on the flip side, one type of content, no not getting any engagement, consider this as you schedule and plan posts.

 

  1. No Product Information

Restaurants need to post your menu. Computer stores have to post your services. If you clean houses, post your prices. And if you’re a florist, you better have sample arrangements on your website.

Seeing a pattern?

The Internet is the modern storefront. Show off your products. Customers use the Internet to cut down on legwork. If they have to call you to get your prices, and your competitors are listed online, who do you think they’re going to choose?

 

How to fix this mistake:

  • List your core products or services online. If you’re strapped for time, list them on one of your profiles (or website) and then link to that from your other profiles.



8. You Don’t Use Ads

They say you can’t buy your friends…but on social media, that isn’t necessarily true! If your business’ social media accounts are struggling to earn followers, likes, comments and shares, it might be time to invest in ads.

And if you’re not sure where to start, we can certainly help with that! We’ve helped hundreds of businesses improve social media engagement with ads 

9. Your Content is All About YOU

Have you ever had one of those friends or colleagues that only asks for favors and never offers help in return? They are the worst! No one likes a person or brand, that only knows how to say “me, me, me!” and “Can you? Will you?” Sure, it’s okay to make an ask every once in a while. But if all you do is ask, and you never make an effort to share something of value in return, people feel frustrated and annoyed.

All good relationships are a two-way street — including the relationships that you build on social media. There are a few different social media content strategies, including the 4-1-1 rule and the 60-30-10 rule that suggest “asking” someone to give, apply, attend an event, or download a piece of your content, which is just a piece of the strategy.

  • The 4-1-1 Rule: This rule suggests that you should follow a cadence of one repost and one self-serving post for every four pieces of original, helpful, entertaining, or educational pieces of content.
     
  • The 60-30-10 Rule: Similarly, this rule suggests that 60% of your content should be something engaging that people can react to, comment, and share. 30% should be content you share from other pages. The last 10% is where you promote your business and its events.

In both cases, these content strategies suggest that your social media content should be a mix of content that promotes your business and engages your community.

10. It’s Not Promoted on Your Website

Integrating social media into your website increases the chances of your content being seen — especially if you have a particular page. Your website should be the CTA(Call to Action) that tells your potential leads more about you and your business.

 

Social media is constantly evolving — so who knows, maybe in another year some of these “mistakes” will be best practices.

To keep up to trend and engage your online community with the right content and improve your engagements, you can reach out to us. 

Heimdall Technologies Ltd.
The Unified Brand Experience.
We partner with brands to solve complex problems by building elegant solutions and delivering digital strategies to cause visible and measurable ROI.

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