Keeping up with social media plays a vital role in communication with your consumers. Social media has become a game changer. In fact, currently there are 3.96 billion active users on social media worldwide. That is huge! Utilizing social media within your company can help you establish customer service feedback, answer questions, and build one-on-one relationships with customers. However, misusing social media can leave a damaging impression of your business. Here are six common social media mistakes companies make.

#1 No Marketing Strategy

In order to successfully begin using social media, you need an effective marketing strategy. The first step of your strategy identifies your target audience. These are the people most likely become a ‘follower’. They are clearly interested in your content and upcoming events. These individuals are essential to creating your online community. Focus on your current customers and look at their trends and demographics to find patterns in their behaviors. Data does not lie. If they are consistently responsive to your brand, they are more likely to be a great candidate for social media interaction.

Second, research what your current competitors are doing. How are they reaching their audience? Which platforms are they using? What are they doing that you are currently not doing? How often do they post? How many followers do they have?

Finally, create a social media scheduling calendar. Carve out all the important dates and plan your main social media strategy around that. For example, if you know events are coming up or new blogs and eBooks are set to be posted on a specific date, you’ll want to promote those on your social pages. Or, if there are holidays your business would like to do special promotions around, that’s another opportunity to build that campaign into your social calendar. A calendar will help you plan ahead and force you to think about your social media approach strategically.

#2 Ignoring your Comments

Regardless of which social media platform you utilize, quickly responding to comments is key. Most likely, users who comment on your social media platforms are going to give some sort of feedback. Whether it is positive or negative feedback, responding quickly can help you interact with your audience and make them feel heard.

Listen, of course not all comments will be positive comments, but negative comments can help you tremendously! Do not delete negative comments. It is best practice to apologize and offer to solve the problem the customer is having one the spot. Set aside some time every day to reply to comments, offer solutions, and even like positive comments. Interacting with your audience can build long-term relationships, as you will always be remembered for your excellent customer service.

#3 Weak Content

Like everything related to your company, posting creative content is imperative. The purpose of using social media is to engage your audience and keep them coming back for more. Your content should be well researched and personable, not automated and ‘fake’. It should be helpful and useful to your audience. For example, if you run a sewing store, you might post quick sewing tips or short sewing videos on your Twitter.

If you don’t have the time or resources to consistently create content, help your followers discover useful information from other sources via your channel. Share articles, podcasts, videos, etc. from sources that align to your brand. Again, in the example of the sewing store, perhaps you would post a How To blog from a fellow sewing expert, or an infographic of sewing patterns. Utilize this platform as a way to connect with your audience and add value. Gaining a following takes time, but the more useful the content you create and curate, the more likely your visitors will come back for more.

#4 Choosing all the Social Media Networks

Do your research and pick a few! You do not have to have all the social media accounts that are out there. Keep consistency for the few you do have. Not all social media platforms are helpful to you. For instance, an insurance company, is not going to focus on Pinterest to announce their new promotion. Use your platforms wisely and in a way that makes sense for your brand. What is most effective platform to you? Sometimes this can take some trial and error, but truly identifying the right social media platforms can help you stay on track while consistently reaching your audience.

#5 Under-Posting & Over-Posting

With over 3 billion active users, social media has become the fastest way to reach your audience. Effectively integrating social media can increase awareness about your company. By doing so, you increase your overall leads, and even sales. However, finding the right rhythm for your social strategy takes time. Remember, nothing happens overnight. You must be able to find the right balance between posting on each platform. Under-posting or over-posting can quickly turn your visitors away. Here are some best practices for the preferred amount of times you should be posting to your social media platforms:

• Facebook        1-2 Times per day
• Twitter            3-6 Tweets per day
• Instagram        1.5+ Times per day
• LinkedIn         1 Time per day
• Blogs              2-3 Times per week

#6 Treating all Social Media Sites the Same

One thing to understand before jumping into your social media accounts is that all social media accounts are different, and quite frankly they all speak a different language. Tweeting a funny meme on Twitter may not be appropriate for your LinkedIn site. Each site should have its own content, otherwise your content may come off as unprofessional, or even ‘spam-like’.  Make your company different! Be aware of who is posting on your sites and, if you have the resources, assign a set team. No one else should be posting other than you and your social media team. This team should be constantly researching trends and generating creative content that makes your company stand out from your competitors. Understanding the effect that social media has on your company can help everyone come up with better customer solutions.

Don’t forget, your marketing strategy should be updated constantly. It is not a set strategy forever. Keep up with the trends, research new social media platforms, and of course listen to your consumers’ input. This is what keeps your site alive!