Nowadays, being on social media is a must for small and medium businesses. Platforms like Instagram, Facebook and Twitter are the perfect digital spaces to introduce your product and create a community around your brand. Unlike your personal social media accounts, there are best practices that your business should follow in order to get the most out of them. Similarly, there are common mistakes that must be avoided. Here are 5 common mistakes that companies make on social networks:
1. Place the same content on each platform
Each social media platform has a different function: Instagram is image-driven and branded, Facebook acts as a second website and Twitter is perfect for short live updates. Since these platforms are all different, you must decide what to display and when. What you post and how you communicate should reflect the expectations of your audience on each platform.
How can this mistake hurt your business? Posting the same content on all platforms can limit the engagement you get on a message. If a customer likes a post on Instagram and then reviews it on Facebook, he is less likely to like it again.
2. Bad photos or no pictures
Social networks are very visual and adding photos to your messages will increase your engagement. To give you an idea, Facebook posts with images get twice as much engagement as those without images. That said, it is equally important to ensure that the images you attach to your messages reflect the quality of your brand. If your images are of poor quality, consumers may feel that your products are also of poor quality. When it comes to Instagram, where everything is a matter of aesthetics, this common mistake is especially important to avoid. Consider investing in quality lighting, or find a place in your business with good natural lighting for taking pictures.
3. Post too often or not enough
A good strategy is a balance between consistency and purpose. You want to display content on a regular basis, while ensuring that the content is relevant to your audience. The key is not to overwhelm your audience with too many messages, while keeping your mark in mind. Finding the right schedule is a challenge and it takes a few tries to get there. Monitor the engagement of each message and solicit feedback from your customers to see if you are overdoing it or not doing enough in their feeds. You can not spend as much time as you want? Just make sure that when you post a message, you are consistent. If you can only post once a week, always post the same day at the same time.
4. Do not share the content of your fans
User-generated content is a good source of content for your brand. These photos are for example taken and posted by your fans and stage your products. A real boon for you. Who better than your customers to promote your products?
By reposting their photos, you show your fans that you are thankful, you strengthen your relationships with them and you also save time not creating your own content.
Check the hashtags of your marks or identifications.
Find good quality photos, matching your brand and take a screenshot.
Request permission from the user. This is very important, you want this client to approve it when you use his photos on your channels.
Place the photo on your own social media channel and identify the creator of the photo.
If you do not repost user-generated content, you miss a huge opportunity to give recognition to your guests and give them the feeling that sharing photos is highly appreciated. If you often share guest messages, it will also encourage them to do it more often.
5. Do not respond to negative comments
An occasional complaint is inevitable on social networks, but do not worry. Although a negative comment on your Facebook page may sting, it does not always represent a danger for your brand. In fact, it gives you the opportunity to show how much your company cares about its customers.
It happens to all brands, but it is those that are able to develop an appropriate response and show quickly that they prioritize the satisfaction of their customers. Not only is the lack of response to negative comments damaging to your company’s online reputation, but it also shows that customer service is not a priority for you.
Responding to both positive and negative feedback is so crucial that Facebook even has two dedicated indicators on how often and how quickly you need to respond to messages.