12 Social Media Mistakes That Will Drive Followers Away From Your Brand

Smart brands know that an active social media presence is essential in today’s digital marketing landscape. Most companies have the requisite Facebook, Twitter and Instagram accounts, and make a point to publish daily social media posts on each.

However, as social media platforms have evolved, so too have the expectations for corporate users.

It’s no longer enough for brands to simply publish content on all their social media channels

Brands must have a clear strategy and the necessary resources to address customers’ needs and questions. If you want to improve your social media presence, avoid these 12 faux pas shared by members of Forbes Communications Council.

1. Only Sharing Content About Your Company

Personal social accounts help us share more about ourselves. Commercial social accounts often make the mistake of adopting the same approach. What brands should be doing is focusing their messages on the user. Follow social trends, but at the same time become part of the conversation using valuable messaging for your audience that they can use and share. – Sean P Finelli, The Roman Guy – Italy Tour Operator

2. Ignoring Your Audience’s Needs And Expectations

Short of being nonexistent on social, the biggest mistake a company can make is to ignore its audience and their needs or expectations. If a brand is known for its cautiousness, its social voice shouldn’t be snarky. Conversely, a fun and sassy brand should act that way on social. Regardless of the voice, any social business should commit to a consistent, responsive and valuable presence. – Kriselle Laran, Zeno Group

3. Limiting Your Content Types

The biggest social media faux pas is not showcasing many types of content on your feed, including user-generated content, blog post links, videos and infographics. The general rule is to post a mix of corporate and educational content to maintain reader interest. Reader interest will be piqued by seeing a mixture of relevant, elevating and entertaining content. – MaryAnn Holder-Browne, One Network Enterprises

4. Failing To Listen To Customers

The most essential activity that brands need to carry out on social is listening 24/7. Social is a direct line to your consumers on a global scale. Listening to discussions will help you understand how consumers really feel about your brand. If you are not leveraging a listening tool and compiling your insights, then you aren’t harnessing the real power of social as a two-way tool. – Edward Bourelly, OMNI-CULTURE MARKETING, INC.

5. Creating A Sales-Focused Social Presence With No Personality

Nobody has time to listen to a boring brand. While it is important to have sales-focused content, brands should build a healthy mix of educational, engaging and exciting content. You need to build content with the demographics of your audience in mind. Be more like a publisher than a brand whose sole purpose of existence is to sell. – Vimal Abraham, Servion Global Solutions

[bctt tweet=”Posting on social media is easy. All you have to do is cross out the wrong words. #socialmediamistakes” username=”lenakhalid”]

6. Not Engaging With Your Audience

So many companies misuse social media because they don’t understand that content marketing requires a different approach than advertising. Avoid this error by genuinely engaging with your audience, convincing them of your expertise and offering value, rather than just selling. – Nicolas Miachon, Upfluence Inc.

7. Deleting Or Ignoring Negative Comments

Deleting negative comments is a huge no-no. If someone is hating on you or your brand on social media, thank the person for their feedback. Tell them you appreciate it and are always looking for both positive and critical feedback to improve your brand. Don’t defend yourself directly; it never comes across well in written form and usually brings on more negative commentary – Sherry Jhawar, Blended Strategy Group

8. Making Spelling And Grammar Mistakes

When a public-facing message posts online with spelling and grammar errors, it’s highly noticeable. One small mistake can take away from your overall messaging, and readers will focus on what’s wrong with the post rather than what’s right. Make sure you check and double check your content before making it live, and if you do make a mistake, correct it as soon as it’s caught. – Ashley Murphy, Stribling & Associates

9. Delivering Poor Customer Service On Social Media

Consumers appreciate the immediacy of social media engagement. The ability to bypass a phone tree or avoid speaking with a representative is why most will first post their concerns or questions online. Take too long to answer, offer unhelpful information or ignore altogether, and consumers will quickly find another brand. – Jennifer Kyriakakis, MATRIXX Software

10. Posting Irresponsible Or Insensitive Content

In the age of activism, it’s damaging to a brand’s future if a post includes any derogatory commentary. Sensitivity and consideration for others should always be paramount, not only in the workplace, but also on the social channels in which brands communicate with their broader audience. Social media should reflect the brand’s image and culture — therefore, ethical standards must always align. – Robyn Hannah, Dynamic Signal

11. Too Many Hashtags Or Handles

When posting social content, be careful of using too many hashtags or tagged handles, as the content may come off as desperate for engagement. Additionally, it may not resonate with the tone and voice of your company, or the brand you are trying to portray. – Glenn Gray, Buffalo Agency

12. Failing To Promote Two-Way Conversations With Customers

The greatest benefit of social media is that it’s two way, allowing for true dialogue with your customers. Brands that use it simply for posting and promoting instead of conversation are missing out on creating great relationships with advocates, customers and influencers. – Maria Pergolino, Anaplan

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