From Bank Of America:
Errant tweets, Facebook flubs, withered websites. Social media mess-ups are what late-night comedians fill their monologues with most days. Check over your social media output, and see which of these mistakes you are making—and fix them before anyone can make you a punch line. In true “Late Night with David Letterman” style, we have our “Top 10 list” of social media mistakes (and hints on how to make them right).
You go on autopilot
“The biggest mistake I see people make is to just set it and forget it,” says Janet Barclay, founder of Organized Assistant, a virtual assistance business. “They preschedule a number of posts using Hootsuite or some other tool, and that’s all they do. They never actually log on to read other people’s posts or to see if anyone has commented on theirs.” Social media tools are great, but relying on them to do all of your messaging ignores a huge part of the social media landscape: the connecting and communicating with others.
You are missing the mobile audience
One of the leading ways folks engage with social media is while they are on the go and on their smart phones. “If your website is not mobile-friendly—especially if you’re in the restaurant or retail industry— you set yourself up for failure,” says Ari Herzog, digital strategy and new media marketing specialist. He adds that business owners can get into the mobile world easily by either adding a mobile plug-in or hiring a web developer to configure your web site to be mobile-friendly. A little bit of time and minor financial outlay can reap huge social media rewards.
Your voice is all wrong for your brand
Are your tweets lively or stuffy? Monique Woodard, entrepreneur and marketing expert, suggests showing the person (or people) behind the brand in your content. “It’s okay to occasionally go off-message in order to give your brand some personality,” she says, “If you own an organic snack company and you love your cocker spaniel, take a minute to share a photo of your dog eating a healthy treat on Instagram or in a tweet.” Matthew Iscoe, marketing manager at Thriving Firm Experience, adds, “[Many companies], even small businesses, assign social media networking activities to the junior staff—typically the least informed people in the organization with the smallest amount of experience. Social media conversations become attractive [to potential customers] when they have an opportunity to hear and speak with people at the top.”
You don’t mind your manners
Eric Alper, director of media relations and label acquisitions for eOne Music Canada, suggests small business owners keep in mind that manners in real life apply to the online world as well. “You can still be authentic on social media sites, and share your persona and personality, but you don’t have to share everything. Every post or tweet can possibility exclude current customers or future ones, if they don’t agree with your personal views,” Alper says, “Most importantly, don’t say anything online that you wouldn’t be able to say to one of your customers directly, face to face.”
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