Social media can be a minefield as it is, with lots of potential pitfalls for marketers, should they make any mistakes. There are so many things to keep track of, and it’s a fast-paced, always evolving industry that waits for no one. It can be exhausting. That’s why many companies fail at creating a focused and consistent online brand.
Of course, most social media mistakes usually have something to do with public relations and how customers perceive the brand. But public opinion isn’t the only thing marketers have to worry about when it comes to social media. Read on to find out more about the 5 most common mistakes social media marketers make.
#1: Dealing With Negative Feedback in a Non-Brand-Affirming Way
Backlash is never fun to deal with, but someone has to do it, and that’s usually a marketer’s responsibility. People don’t send emails or letters as often anymore. They post a negative comment mentioning the brand on social media instead. How a marketer deals with this can be the difference between keeping a positive image (and growing it) and losing customers.
Ignoring negative feedback is the biggest social media faux-pas. Most marketers don’t realize the full extent of it. Sure, negative comments don’t always get a lot of interaction, like likes or replies. But it doesn’t mean they aren’t powerful. There’s no way to gauge how those comments affect others and how many people they turn away.
Likewise, doubling down with a tone-deaf response can be as harmful. Take a look at what happened when United Airlines’ CEO responded to a man being forcibly removed from one of their planes in 2017. It will go down as one of the biggest screw-ups in social media history. But it teaches a valuable lesson.
#2: Not Planning for a Social Media Crisis
Crises are inevitable. At least, it’s good to think of it that way, because then preparing for a disaster becomes part of the plan. Social media marketers always focus on planning when it comes to content, campaigns, and strategies. But their planning seldom takes possible crisis scenarios into account.
One of the first steps to dealing with a social media crisis is having a response policy in place. Those with access to the company’s social media accounts, as well as c-suite level execs, should know how to respond when faced with a crisis.
#3: Failing to Secure Accounts Properly
Thanks to the popularity of social media, criminals are always looking for new ways to profit from it. From hacking into accounts and holding them hostage to creating fake brand accounts with malicious links. The only solution is to be vigilant and use various security tools. They can help marketing managers stay on top of their threat vectors.
Account passwords, in particular, should be guarded like a treasure. That’s where tools like Android password managers can help. Those who access social accounts via their smartphones should use one every time. They help to generate unique passwords and keep them safe in a virtual vault.
LogDog is another helpful tool. It lets those in charge of an account know whenever it detects unauthorized access on social media accounts. Though some social media platforms, like Facebook, already have a similar feature on-board.
#4: Focusing on the Wrong KPIs
The constant need to justify actions with a provable ROI is the plight of the marketer. That’s why many marketers fall into the trap of focusing on metrics that look good. But in the end, these metrics can mean nothing.
Social media marketers need to seek out real indicators of engagement and compare them with other metrics to get an accurate picture. Looking at a few vanity metrics as separate indicators mean nothing in the long run.
#5: Forgetting the Human Touch
Social media is first and foremost about people. And people want respect, and not dull, automated responses. They also avoid accounts that post boring, unimaginative content for the sake of posting something. So never forget that a brand should still have personality. Keep interacting with people in a genuine manner.
Social media can be tricky to navigate, but the payoff can be so rewarding. There’s a lot to stay on top of, but sometimes simplifying things into basic concepts can help. Make sure to avoid glaring mistakes, treat people with respect, and keep accounts safe.