Most companies have realized that they can't be present on social media just for the sake to be there. Yet there are many social marketing traps where they often get stuck. Let's look at the top 5 traps brand commit, including solutions to resolve them.
- Too much for a small or medium business. A large number of projects or mere presence on several networks mean so much time spent a lot of companies cannot afford. The solution is called cross-posting. If you post a photo on Instagram, use it also on Facebook. If you tweet regularly, you can send a link to your site on LinkedIn. Sometimes, however, cross-posting is inappropriate, then it is better to reduce the number of your profiles.
- Same profile for private and professional purposes. One profile for both purposes does not necessarily mean an error. You spend less time updating and support your name as a brand. In addition, personal approach attracts more interest. But it has its risks. It can happen that you publish something that seems controversial for some audiences. This can have a significant negative impact on your business. The solution is to primarily use common sense. If you send a tweet which may seem controversial, send a second or third one, which explain the circumstances. If you are unsure about the suitability of the content, do not post it.
- Absence of a plan to convert engagement into business opportunities. It is great that people share your content and like it. But what's the advantage for the company? Engagement should be the first step towards realization of future business. The solution is a direct link between the content with the product or service. But beware of the extreme, when the content is only your offering. Social media should not be mere catalogues.
- Profile for company updates only. If people feel that your profile is meant only for selling, they will opt out quickly. Social networks must balance the interests of both, the company and potential clients. The ideal ratio is 5:1. Five posts will be in favor of the audience, one in the company's interest.
- One meter for all. It is said that companies should have an account on Facebook and on Twitter. Yes, both networks have their advantages. But each company works differently. The popularity of a social network does not mean that just for your business it is essential. While selecting, focus on what audience you want to reach. Then choose where to open an account accordingly.
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