Social media marketing done well can be a great thing indeed. It’s
largely free, and, if you connect with the right people at the right
time, then you can suddenly see you brand’s popularity literally
snowball overnight.
However, when it’s done badly, the opposite can be true. A poorly
managed social media campaign can do irreparable damage to a brand’s
image, which, once shot, is almost impossible to recover.
You’d think in this day and age when social media is all the rage
(even your granny has a Facebook account, right?) that by now businesses
would be well-versed in what they have to do in order to make their
various platforms work for them.
However, as you will no doubt already know very keenly from some of
the appalling messages that brands continue to put out into their social
networks, this just simply isn’t the case.
Some things you can’t go wrong with: for everyone who follows you on
Twitter, you follow them back – easy money. For every fan who leaves a
positive comment on one of your Facebook posts, you like their comment
and leave a smiley response J.
This is the bread and butter stuff that really no one should be
getting confused with (and if you’re not doing these things, then for
goodness sakes start now, as the rest of this article will likely give
you a serious shock!).
But, just making these basic moves is not quite enough to ensure that
you’re making the most out of your presence on social media. In fact,
there may things that you are doing right now that could be having a
negative effect on your brand and your online persona.
We don’t want you to be doing this, which is why we have put together
the following list of 3 social media mistakes that you should be
avoiding at all costs. Here goes…
Top 3 Social Media Mistakes To Avoid At All Costs
#1. Mishandling Negative Feedback
Not all the engagement that you get on your Facebook wall or Twitter
feed is going to be positive. If you think it is, then perhaps you
aren’t really quite cut out for the business world. The truth of the
matter is that no matter how good you think your product is or services are, occasionally someone is going to disagree.
And when they do, the person in question might very well leave a
decidedly negative comment on your wall – and when this happens you have
to respond.
If you say nothing, then this shows quite publicly that you simply do
not value your customers and their opinions. If you respond with equal
negativity, then you are simply showing that you cannot handle
criticism, and that at best you’re dismissive of anyone who has a
different point of view than you, at worst that you’re simply rude and
best avoided. Here’s what Tweeter Tammy Gordon let the world see when Hawke & Co decided to be rude on Twitter to one of it’s customers:
Remember, social media is public, and even if the person who submits
his/her complaint only has a meagre following, the Twittersphere is just
waiting for a brand to make a mistake like this, and you will not get
away with it. Hawke & Co’s message went viral, but for all the wrong
reasons.
#2. Paying For Likes And Followers
This is an absolute cardinal sin that really gets my goat. Brands who
have to pay for likes and followers in order to make themselves feel
successful are simply kidding themselves and the few real followers that they’ve actually managed to organically accumulate.
Regardless of what you might think, padding out your Twitter
following with 5,000 fake followers is not a harmless endeavour. For one
thing, your real fans will notice, and all of a sudden your
credibility will plummet and you’ll actually end up losing the only
people who were ever really taking an interest in you in the first
place.
And the same goes for Facebook. Entrepreneur.com offers the following warning:
“Did you know that buying Facebook fans can actually hurt your brand by decreasing your overall reach?
“Fake fans will never interact or engage with your page, signaling to
Facebook that your content isn’t interesting or valuable to your
audience. This leads to an overall algorithmic decrease in your post
reach and visibility. You could also find your account being closed,
banned or deleted should Facebook find out about your schemes.”
Buying fake followers is no better than spamming real ones. Don’t do it.
#3. Resorting To Tasteless, Ill-conceived Posts
I’m not going to write muchfor this one – I just want to show you what I mean.
In the wake of the Boston Marathon bombing, Epicurious for some reason thought it was a good idea to tweet this…
… it wasn’t.
Fashion designer Kenneth Cole
also made a similar gaffe when trying to piggyback the Arab Spring (of
all things) as a means of promoting a new line of clothing. Prepare to
cringe…
Mr Cole did at least apologise for this faux pas later on Facebook – but it really shouldn’t have got to this stage:
“I apologize to everyone who was offended by my insensitive tweet
about the situation in Egypt. I’ve dedicated my life to raising
awareness about serious social issues, and in hindsight my attempt at
humor regarding a nation liberating themselves against oppression was
poorly timed and absolutely inappropriate. Kenneth Cole, Chairman and
Chief Creative Officer”
However, if we look back to point number 1 on this list – Cole’s
response isn’t actually too bad for handling negative comments. He owned
his mistake, and that’s about all he could do.
What are the most prolific social media mistakes that annoy you? Please share with us below.
Source: http://www.markitwrite.com/top-3-social-media-mistakes-to-avoid-at-all-costs/
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