Grab your Instagram-worthy coffee and make sure you are not guilty of these social media crimes.
Social media marketing is fast paced. Not only does your well thought-out and carefully sliced up 140-character tweet have a short shelf life, but each platform changes almost daily. However, there are some nuances that remain the same. These are my top 5 mistakes to avoid in the ever-evolving social media game.
1. Use old, wrong or low-quality logos
Twitter’s logo is a bird, not a plane and not a weird version of tumblers “t”. The official logo became the bird with no text in 2012. No, I’m not paid by Twitter’s branding manager, but I am fired up about getting everyone on the same page about the logo misuse!
Whenever you need a social media platform’s logo, it is best to visit their branding guidelines or resources. Usually, you can download a free kit that has the logo in many colors and every type of file format.
Another important logo faux pas to watch out for is the dreaded, low-quality profile picture or thumbnail. Nothing screams “We don’t care about this” more than a bad photo as your profile picture. It’s the first impression your potential customers see and you want it to be a good one! Don’t forget to look at your entire digital presence to make sure you have at least one high-quality photo listed with your brand. Google search is a commonly missed opportunity. Don’t worry, it’s an easy fix! Google uses their very own social network information first to populate the search results side bar. Make sure you gave a great photo or high-quality logo and accurate information listed on your Google+ account.
2. Spam following attacks
Managers that do this are like the sign spinners of social media marketing.
I understand how this strategy developed as you can get short-term results from using this tactic. But these followers are hardly worth your efforts and are most likely either spam-bots or accounts that are not linked to your decision makers.
You should still keep your ratios clean (follow fewer accounts than you have followers) and follow industry leaders and influencers. The key is to focus your efforts when it makes sense for your strategy, not sporadically and aggressively. Twitter will actually step in when it becomes too much of a problem, but please, never get to that point.
3. Miss an engagement or sales opportunity
Uh, hello? It’s called SOCIAL media. Be social! Especially if you are a B2B organization, this type of engagement just isn’t as common as the B2C counterparts on social media. Capitalize on the opportunity as it arises! There is no shortage of free software available to help manage your engagement. Find brand champions that aren’t tagging your account, yet still praising your name, fix customer problems or complaints and develop new sales leads.
Make sure your engagement is timely and relevant. Search all hashtags used or links shared before posting or replying. Also, make sure the account you are engaging with is a real person not just a bot or an irrelevant twitter user.
4. Forget to sign out of the company account
Yikes! This is an ugly one. People get fired over this and it is not a great situation to be in. Personally, as a practicing social media manager, I steer clear of posting politics on my personal social accounts and I keep it PG. This choice decreases my risk of posting something truly terrible on a company account. Newton’s law of gravity doesn’t apply to the internet. What goes up, stays up on the internet.
There are too many examples like the twitter accident that happened to Chrysler.
5. Assume you have learned everything
The beauty and challenge of social media marketing is that it’s always changing. It’s hard to be the ultimate expert in something that is always changing and moving! Stay in touch with reality and assume there is always something new to learn and observe. I find it to be the best way to approach social media.
Hashtag conversations and meanings can change hourly, platforms have repositioned based on users habits and algorithms change all the time! The Internet is a place where traditional marketing practices and new forms of communication can be used in collaboration to create meaningful engagements with your audience.
Here are a few methods I use to stay up-to-date on my social media marketing skills:
• Use social media platforms for personal use
• Read and subscribe to social media marketing blogs and news outlets
• Listen to podcasts on the digital strategy
• Attend webinars on social media marketing
• Look at competitors or other industries and figure out what is working for them
Make sure not to commit any of these social media mistakes and comment below with other social media rules that stand the test of time.