Top social media marketing mistakes to avoid While the ROI of social media marketing remains hotly debated, there is no doubt that it can be a great tool for optimizing your web presence—or total nightmare experience depending on the execution of your strategy. Here is a list of social media marketing mistakes to avoid, and ways to ensure your campaign’s success.
Paying for fans and followers.
Having thousands of fans, followers, and likes leverages the power of validation and social proof, especially since visitors tend to take positive action when they see others have already shared the page.
However, social media sites have algorithms that track and analyze user engagement and interaction, including the number of people interested in an account’s updates as a percentage of total followers. When businesses have low engagement rates, platforms limit the reach of certain accounts because the numbers indicate low relevance and interest among followers. Therefore, fake followers only serve to hurt brands in the long run.
Instead of wasting money on paid fans, spend more time on creating your strategy and increasing your fan base organically. Considerations include:
• Having specific, measurable goals with timelines. • Creating a system or set of policies for updates, such as the types of posts allowed and how employees should respond to feedback, criticism, or suggestions. • Identifying the appropriate corporate persona and tone via social media.
Using too many social networks.
Research shows that market...
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...e, can you calculate an ROI? What metrics are important to you?
Whether you’re getting positive or negative results, analyzing and understanding your performance is crucial to a successful marketing campaign. But remember, it’s not just about getting more followers, comments, likes, etc. You can be growing your account every month, but if your effort isn’t translating into sales revenue, lead generation, growing your email subscriber list or whatever your goal is, you are wasting your time.
While the idea of going viral and earning thousands of shares and likes is exciting, businesses should always keep in mind that social media is a tool within a broad, overall marketing strategy—every aspect of which must be laser focused and executed. By avoiding these social media marketing mistakes, marketers can prevent setbacks and further grow their online presence.
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