Marketing is a field that evolves just as quickly as the products and services that it caters to. But sometimes, that’s not purely good. For example, digital marketing has blown up in the past two decades, becoming one of the cornerstones of advertising on a global scale. However, it has also spawned legions of people who claim to be “digital marketing” experts; in many cases, the word “expert” turns out to be an overstatement.
For instance – these days, it’s considered an axiom that all companies should be on social media. In reality, that’s simply not the case – at least not all the time. Before deciding to take their brand to Twitter, Instagram, and Facebook (not to mention newcomers like TikTok), brands need to carefully evaluate whether this is a good idea and create a sound online marketing strategy. With that in mind, we’ll go through some of the reasons why you shouldn’t do social media if you’re not prepared for it; as well as what you need to do to change that.
One of the biggest issues that can happen with a company’s social media presence is regularity. In fact, the biggest mistake you can make is to establish your online presence and
then fail to regularly update it. Many customers will view this as worse and more incompetent than not having a social media presence at all.
For instance, not being up to date with the current social media trends will leave a bad impression on your audience. They may view you, and thus your brand, as outdated and lagging. That’s a bad brand image to project – one that you wouldn’t have if you hadn’t gone to social media unprepared.
At the end of the day, there’s a time and a place for everything. And the same goes for social media efforts in digital marketing. For example – is it necessary for a plumbing business to maintain an active LinkedIn page in order to target new customers? Not really. On the other hand, good graphics on Instagram or a witty reply on Twitter could net you more traffic.
The lesson here is – just because you have a social network available to you, it doesn’t mean you’re obligated to utilize it. Don’t spout content just for the sake of it – only speak with the voice of your company when you can say or achieve something meaningful.
Plus, having content in a medium that clearly doesn’t suit you will do more harm than good. You’ll just appear to be “salesy” and desperate. So, take some time to research which networks suit your industry the best, and make an effort to focus on those. That’s far better than spreading yourself too thin.
Doing It Blindly
If you’ve realized the importance of choosing only the most suitable social media platforms for your brand; you should think about the content you’re going to post next. Digital marketing companies like moversdev.com will tell you that quality content is just as important as proper targeting. In other words – no matter how proud you are of the content you post from your private Facebook page, it’s probably not going to be suitable for a company profile.
Instead of posting a more professional version of your private posts, try to picture what your target audience would be attracted to and interested in. So, returning to the plumbing example we’ve mentioned above – you need to post content relevant to your niche. Considering that, focus on budget purchases for a bathroom, plumbing maintenance tips, etc. On top of that, you should find a place for information about your company – like changes in business hours, seasonal discounts, or even introductions of new employees.
Generally, it’s a decent rule of thumb to produce 70% of general industry-related content, and 30% of personalized, company-specific stuff. That way, your customers will always have your brand in mind; but they’ll also feel like they get more value out of interacting with you. That’s
because they can call on your services, but also receive useful niche information all-year-long on social media.
And sure, this might all seem like a bit much. It definitely is, make no mistake about it. If you’re not prepared for a thorough and concerted effort in social media marketing, you’re definitely better off not doing it at all.
Sure, content is king – but it’s not the only piece present on the chessboard. Apart from the great content that your audience expects your company to produce, you also need to be certain that you’re making an effort to interact with them. If you craft a noteworthy online presence, you’ll find your user base making posts, questions, comments, etc.
That’s nothing bad, not by a long shot – that’s what you’re aiming for, after all. A brand that people interact with is a brand they remember, and one they’re more likely to buy something from. But that’s where we arrive at one of the other pitfalls of social media marketing – the interaction we’re talking about is a two-way street.
Once you come up with a thought-provoking piece of content, you need to make sure that you respond to the comments or questions users pose to you. Depending on the size of your company and target audience, you might need to check for questions and comments on a daily basis, or even more.
The last thing you want here is to seem unresponsive; that’s why we’ve mentioned this among the reasons you might not want to be on social media. If your company doesn’t have the resources to properly tackle this task, you’re far better off not establishing a presence on social media at all.
Lack Of A Quality Manager
As we’ve mentioned already, a social media presence is only warranted if your company has the resources needed to do it properly. And this also means having a quality social media manager – one that can do a decent job of crafting a consistent and enticing company voice. Obviously, regardless of how big your business is; you don’t want to be busy providing input to your social media staff all the time on what’s good and what’s not. You need a mid-level manager to do it for you.
This way, your business will be well-represented online. You can be sure that all of the online profiles that your company has accurately represent the message of your brand. Plus, a good social media manager can always ensure that you only have active profiles in networks where your demographic is present. Inevitably, such actions are bound to have a positive impact on your conversion rate.
If your company has more than one social media profile to manage (and in most cases, it will) – you need to make sure that you have a cohesive message all across the board. Otherwise, your brand will look like it’s not spreading a clear message on many issues, which will split your audience and make them disinterested.
Remember, one of the most important things that social media allows companies to do is to create their own brand image in a more personal way. For instance, many digital cable companies have reacted to the Coronavirus pandemic by enabling more premium content for free, in order to urge people to stay at home. The tone you establish across different issues and platforms will shape your relationship with the target audience, and customer base.
There are more reasons why going on social media without a concrete strategy is disastrous for companies. We’ve already discussed how important it is to have constant updates, monitoring, responses, and well-maintained profiles. And all of that takes not only resources but a good organization as well. Not to mention the time your social media team will have to spend on reading about other brands, and steering the conversation towards your own company.
So far, we’ve only talked about the pitfalls of social media in terms of content. But there’s an entirely different aspect to this – the technical one. The platforms social media uses have services that constantly update; changing the layout, features, and algorithm. And even
seemingly minuscule changes can cause huge shifts in terms of how companies advertise online.
For example, when Twitter doubled their character limit in 2017, they basically changed the entire dynamic of their platform; steering it towards the more wordy Facebook post format. Simply staying on top of such updates is enough for at least a part-time position, or even a full- time one. If you don’t have the capacity to do this regularly, consider opting out of a significant social media campaign.
Unclear Company Policies
Once your company grows, you will find that your official social media profiles aren’t the only online presence your company has. When your employees post something on their personal online profiles – this is something that can be traced back to the company itself, especially if it’s related to the workplace. Keeping this in mind, you should take care to craft a clear company policy on social media posting.
While most employees would say that they view their work and private lives as completely separate entities; the fact of the matter is that social media has somewhat blurred this distinction. And in some cases, it has erased it entirely! It doesn’t matter how small the connection is between someone’s private Twitter account and your company; sooner or later, someone will put your brand under scrutiny.
Because of this, it’s really important for every employee to realize that anything that they publish online, be it a tweet or a blog post, reflects on the company they work for. In lieu of this, your company should have a comprehensive policy regarding social media; one that’s designed to safeguard its reputation.
A proper social media policy is supposed to clearly spell out what your employees may or may not post related to your company on social media. Obviously, your employees should refrain from publicizing anything that could damage your company’s brand image online.
Apart from limiting your exposure to the content that your employees post online, the company policies you employ have other uses as well. As we’ve talked about before, a good social media presence requires a unified voice, with clear stances on contemporary issues, and meaningful messages.
Thus, a good social media company policy will have guides on what positive values of the company your employees should promote as well. Of course, you mustn’t tell your employees what they can and can’t post online explicitly. But you can always steer their behavior in the right direction.
In order to fully separate and private employee profiles, you need to have a clear distinction between private, confidential, and public information. Your employees will appreciate the existence of clear guidelines in terms of what your company deems open to the public. Also, you should spell out the potential consequences for the breaching of these policies.
Besides that, a clear organizational structure for your social media team is an absolute must. You cannot allow everyone to believe that they have the final say on what your company posts online in an official capacity. There’s a need for a top-level social media manager, one that will be the official voice for your entire organization. This can be someone who’s already a company spokesperson, or an entirely separate job role.
Lastly, this kind of social media policy will also dispel any potential confusion regarding legal issues. You want to make sure you’ve clearly spelled out what kind of social media access is acceptable in your workplace. Also, any deviation from these rules needs to have clear consequences.
Let us help you out to get rid of the problem of inconsistent sales, low ROI, low retention rate, less engagement on social media. We will you to establish as a brand that sells more with high ROI. We work closely with our client to understand their business in order to solve their problem.