3 Deadly Social Media Mistakes You Should Avoid

So youve got the Social Media basics down and youre following and engaging with relevant media and influencer

. Maybe you have even developed a few social media marketing campaignsfor your company or clients. Are you really sure you have understood Social Media properly? Make sure to avoid the following three major pitfalls.

Social media is stethoscope, not a megaphone

Social media gives businesses the ability to listen to the pulse of the industry, but many marketers consistently try to turn this stethoscope into a megaphone. They start shouting at their audience without listening to them. By listening, conversing and sharing, businesses can better understand their customers, gather feedback and engage with the masses in a more personal way. The emphasis should be on adding value and the first step is listening. Social media diverge from advertising because they're less about sales pitches than about sparking conversations which help them enter deeper into the motivations of customers.

Content is not always king

Content is king is a very common phrase used in marketing. While content is important, it isnt nearly as important as context. Even the best content will fall on deaf ears if its delivered to the wrong audience, shared at the wrong time or presented in the wrong way. Start with context. Findout where is your audience, what do they care about and how can you best engage with them. You also need to make your content findable on the web. Optimize your content with keywords so that they could be picked up by search engines. Share them across various networks and encourage your fans to share them.

Metrics are Misleading

Another reason marketers love the social Web is because of how incredibly measurable it is Facebook fans, Twitter followers, blog subscribers, etc. Are those metrics a true measure of your Social Media success? No, they aren't. The value of social media isnt measured by your fan following, but by the actions taken by them. The reason why we participate in social media is to drive traffic, conversions and revenue. Here are the key things to measure.

Activity - Any metrics relating to actions your organization is taking on social media: blogging, tweeting, posting, promoting, etc.

Interaction - This categorys metrics focus on how your audience is engaging with your social media presence: followers, comments, likes, sharing, user created content, etc.

Returns - This group accounts for where your social media activities directly or indirectly support measures driving successful organizations: revenue creation (and the activities that lead up to it), cost minimization (along with activities to help achieve it), and other critical financial performance metrics.

Tools like Google Analytics and bit.ly URL tracking are much more valuable because they measure the real effectiveness of your social media programs.

by: Dharmender Kumar

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