1. The Wrong Metrics
The most common metric mistake is emphasizing the number of fans you have over your competitors. The reality is that it doesn’t matter how large your social footprint is if fans aren’t talking about your content on Facebook and sharing your videos, tweets and or LinkedIn posts. Enlightened brands use and monitor several more illuminating metrics, including brand sentiment, speed and quality of customer service resolution and engagement.
2. Too Many Handles And/Or Channels
Once the social media bug began to spread across companies, every line extension of a line extension wanted its own Facebook page or Twitter account and/or Pinterest board. IBM, for example, discovered through an audit that it had hundreds of branded handles on Twitter, and ultimately, they decided to reduce that list to only a few handfuls. Similarly, many brands are stretched too thin, jumping onto new platforms without the resources to keep their content fresh and their fans engaged. It is better to just do a few channels really well than to be everywhere inconsistently.
3. All You, All The Time
In a social settings, brands, like people, get really boring if they only talk about themselves. Of course, you want to sell more products, but unless you have genuine news or product offers, brands should focus on being interesting and interested. Creating content that is interesting requires knowing your target really well, something that is increasingly easier with Facebook analytics platforms.
4. Social Is Isolated In One Department
Since marketers want to market, customer service wants to help and HR wants to recruit, isolating social in one department often limits the multi-functional role that it can play for an organisation; share the social love across your business.
5. No Road Map
Establishing a clear road map for your company is imperative, and an effective road map should assign a purpose to each channel, set up an editorial calendar, create an escalation process for customer complaints and determine staffing needs. Lastly, the road map should define the paid or earned media that will ultimately be required to achieve any kind of scale.
At Milkshake-factory, we are on a mission to make your small business marketing hassle free. You will find a lot of articles on our blog that can help you gain insight in the world of digital marketing. We hope these are going to be useful to you and we also look forward to your feedback on what else would you like to learn to help you to grow your small business. Consider hiring Milkshake-factory, complete marketing solutions, for all your marketing needs, contact us for a FREE consultation.