5 Common Marketing Mistakes on Social Media

Any brand that wants to reinforce its image and expand its customer base, whether it is a large company or a small startup, has a great tool at its disposal in social networks. Constant work in this area can allow any company to considerably expand its range of customers, enhance its brand awareness, and establish an active and dynamic community around its products and services.

The most common mistakes in a social media strategy

These tips will help you whether you are just getting started in social media marketing, or if you already have years of experience in the sector. If you want to perfect your strategy in this dynamic and changing environment, here are some of the most common mistakes that you should try to avoid so that your campaigns perform much better.

1. Be fickle

Inconstancy is one of the most frequent problems in social media campaigns, and one of the main reasons why a brand’s profiles fail on Facebook, Twitter or Instagram. Many companies spend several months and a lot of money building their brand profiles, but abandon or neglect them when they reach a certain number of fans.

Doing this causes followers who are subscribed to the profile to end up disinterested, and also significantly drops the influence of the profile in the feeds when new posts are made . For this reason, the only way to stay relevant on social networks is to publish continuously and work day after day to build engagement.

2. Not adapting to the real audience of your brand

You may have a target audience in mind, but it should be the results that determine whether that target audience is the right one or not. Your company’s proposal may be questioning a different type of audience from the one you originally thought, so it is important that you know how to identify this when working on your social networks.

Different audiences expect different content, and react differently to your posts. If you have one type of audience, but you continue to make your publications with another type of audience in mind, this mismatch will be felt in the relevance of your social networks and will generate disinterest or confusion.

3. Not protecting accounts properly

Every year thousands of user and company accounts are hacked on all social networks. The more users an account has, the more interesting it can be for hackers, who will try to get hold of it to access a large audience without having to work for months or years to build it.

Using a password manager to protect the access keys to your social network accounts, as well as accessing them from independent and robust browsers, are two of the main cybersecurity measures that you should adopt to ensure that they remain protected.

4. Responding inappropriately to negative comments

Social networks are increasingly in the spotlight because they are major sources of negativity, something that especially affects Facebook and Twitter, and the brands that advertise through them are not free of these problems. If you have an open profile where anyone can comment, you may face negative comments or complaints about your brand on a daily basis.

It is important to try to handle this type of feedback constructively . Confronting or ignoring negative comments can have a detrimental effect on your brand image, but it’s also true that you have little to gain by making your apologies over and over again. One of the best solutions is to attend to the most common complaints and deal with them by presenting improvements to your service to correct them.

5. Assume that the public of social networks represents the public of the brand

Remember that each social network is a unique ecosystem with its own characteristics, and that the audience that follows you on them does not represent your entire audience at all. Only a fraction of your customers follow your social networks, and those who do have very different profiles depending on whether they prefer to use Facebook, Instagram or Twitter. And, of all of them, only an even smaller fraction spend their time interacting with your brand.

It is important that you keep this in mind to downplay the negativity you encounter on social media, as they tend to act as loudspeakers for negativity. Keep in mind that the vast majority of your audience is surely satisfied with the way your company works, so don’t give excessive importance to dissonant voices.