Five Social Media Marketing Mistakes Companies Make
Five Social Media Marketing Mistakes Companies Make
A frequent question from entrepreneurs who are beginning to dip their toes into the social marketing waters is: what mistakes should I avoid when using social networking for my business? Here are five mistakes I identified that some companies make when it comes to social media marketing.
1. No blog. Many people have been asking why they need a blog if Facebook and twitter are so popular. Well, your blog is YOUR real estate on the web and Facebook and twitter are companies unto themselves. You are at their mercy and beholden to their terms of service. What if a platform gets hacked, goes down, is sold and shut down? It's important to have visibility on diverse social platforms so if one site goes down, you still have other avenues of communication. Your blog is your home base and that's where ultimately, you want to funnel your friends and followers.
2. Mixing business and personal. While revealing your human side is critical to building trust and relationships, it can be confusing for your followers when you mix business and personal content on social networking sites like Facebook and LinkedIn. One way around this on Facebook, for example, is to keep your personal profile personal for friends and family, and set up a Fan Page to connect with clients, customers, vendors, colleagues and prospects. This is not to say you should not reveal some personal details about who you are, what you believe and your interests and hobbies. Only you can decide what lines not to cross when revealing personal info. Keep in mind your purpose and what you want to get out of your social marketing.
3. Lack of integration. To be efficient with your time and energy, it's important to link your social sites together. You're attracting different people from different platforms and you can increase engagement when you let them know how they can connect with you on other platforms. And, of course, you want to make sure your blog posts - your most valuable content - is being pulled into all sites where it's allowed so you can draw people back to your home base with your compelling ideas.
4. No consistent image. For the purpose of developing your online persona , you want all your sites to have a consistent look and feel and that includes the picture you use as an avatar. When someone finds you on LinkedIn and follows a link to your blog, you want them to feel confident they've landed in the right place and you're giving them a congruent experience.
5. Continually pushing your message without participating and conversing. Give before you get, as my colleague Kathleen Gage often says. It's about the conversation and in the end the conversation builds the relationship, the trust and the confidence to do business with you.
Social networking and marketing is an evolving environment and we're all learning best practices for using blogs and other social sites for business. What works today, may not work tomorrow. Keep your eyes and ears open, study what others are
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