Social networks are today an unprecedented development lever. These communication and promotion channels allow you to target your objective audience as well as thousands of prospects. The social networks give you the opportunity to be closer to your consumers to remove their opinions and strengthen the loyalty process. However, on this channel where competition is omnipresent, errors should be avoided. We will present to you the 7 mistakes to avoid as well as our advice to optimize your presence on social networks. 7 mistakes to avoid so as not to lose your credibility on social networks.
Social networks can quickly become a source of a handicap when they are managed identically. Without real investment, however, used wisely, these media will be a powerful lever for acquisition and conversion.
1- Favor quantity over quality
One of the biggest mistakes to avoid is focusing on quantity rather than quality. In all marketing strategies, defining your target is one of the first objectives of a business. This target is chosen based on many criteria studied beforehand. The same goes for social networks. Indeed, there is no point in wanting to get closer to a segment that you will never be able to interest or convert. Just like with market research, take the time to analyze the social strategies of your competitors. If your target is already identified, then find it on your online channels.
2- Be irregular or even inactive on your networks
Your social networks are channels of communication as well as conversion. Like all channels, these require attention and regularity to be effective. Social networks must be constantly fed in order to add value to your business on the one hand. On the other hand, it allows you to establish your presence on a channel that is currently booming thanks in particular to social commerce. Adopt a regular publication and sharing rhythm in order to unite your community and create proximity with your users.
3- Offer content other than that related to your business
Relaying information or external content on your social networks is often the ideal solution to feed your networks in a different way. Also, it can help fill a lack of content. However, posting external content can quickly be seen as spam or product placement by your community. The latter will then become resistant to your content, or even leave you on your social media.
If you want to share external content, relay it through repost or retweet. Don’t post it in clean content. Why? Well, quite simply so as not to disappoint your community who will take this new post as unique and exclusive content from you.
4- Be present on several networks without objective
Contrary to popular belief over several years, social networks are very different and in no way use the same levers. You should think of each network as a different channel. And who says different channel, says a different strategy. You must first define the reason for your presence as well as your expectations. Certain social networks are used to establish the acquisition. Others for conversion or to develop the image of your brand. Carefully study the different networks and build your integration strategy around the opportunities offered by them.
5- Manage social networks manually
Social networks represent an accelerator of visibility and development. However, the latter requires a lot of investment in terms of time and people. Today there are many tools to make it easier for you to manage your social networks: automation of posts, identification of traffic and your community, or even setting up an automatic response. All these tools are intended to save you time both on your presence on social networks and on the analysis of your results.
Be careful, however, not to lose the human proximity that characterizes social networks. The use of management and automation tools must be done in parallel with a human and personalized presence within each interaction.
6- Publish identical content on the different social networks
As explained in the fourth point, each social network has its specific content and publication characteristics. A mistake to avoid is to post the same publications in different media. Even though the content is approximately the same, the posting techniques are different. For example, on Twitter, use a short sentence with a visual. While on LinkedIn, a publication with technical content is expected, unlike Facebook which is preferred for primarily visual publications.
Adapt your publications to the different networks taking into account your expectations on this channel as well as the expectations of your community on this medium.
7- Getting started on social networks without a web marketing strategy
Being present on social networks is beneficial in terms of image but the question to be asked concerns the expectations linked to this presence. Before joining any network, it is essential to agree on an integration strategy: means put in place, objectives and goal of this presentation. Without this step, your presence will not be optimal and you will not be able to be responsive and provide the right answers to your potential problems. Carefully define the reasons for this development, the expectations on this channel as well as the end goal. Once this strategy is in place, all you have to do is adopt the operational one according to the different evolutions of social networks. These 7 errors eliminated your integration as well as your development will be done in an optimal way, it remains to be determined which levers are engaged to accelerate your acquisition and conversion processes.
Social networks are more complex than they appear, they require the prior creation of a web marketing strategy in order to define the goals to be reached while combining people and tools to achieve these goals. A guideline to keep in mind during a development strategy on social networks concerns the importance that you will give to them. Think of social media as acquisition and conversion channels, not just communication channels.
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