Social media marketing is now far from new and it is something that almost every retail business now engages in in some form or another. Some find that they can see a positive impact from SMM on their business with ease and yet others begin to question why they are even bothering at all, as it seems like that they are putting in a lot of time, effort and money into a marketing venture that seems to be getting them nowhere.
Before giving up on social media marketing for good, however, it often pays to take a literal deep breath and examine what might be going wrong with an existing social media marketing campaign that may be decreasing its potential.
While there is lots of advice out there – and even here – about what you should be doing on social media in 2018 there is less about what you shouldn’t. Yet it may be that the mistakes you are making are the very things holding an otherwise great strategy back.
With all of this in mind, here’s a look at some of the most common mistakes being made by brands large and small on social media in 2018.
Using Too Many Hashtags
Everyone knows that the use of hashtags can help make social media content more easily discoverable, especially on Twitter and Instagram. However, people do tend to overdo things and too much of a good thing can be very bad.
Too many hashtags can appear very spammy or desperate, especially if you’re using ones that are “trending” and aren’t even relevant to your post. Even if you do gain followers, it’s often the wrong kind of followers. Bots or people only interested in being followed back make up the numbers but they are useless for engagement or even credibility.
This is not to say you should stop using hashtags altogether, as when used properly they do work. However, stick to using 1-3, to make things more natural and ensure that whatever hashtags you do use should be entirely relevant to the content you are promoting.
Trying to Jump on Every Trend
Brands often jump on trending topics and popular memes to force themselves into a conversation or appear in-the-know. However, before doing so you have to stop and consider if this is a conversation your brand actually belongs in. If not, the consequences can be dire, as even some very large brands have discovered.
So, while it’s fine to monitor trends, only ‘jump on the bandwagon’ if the content you post is engaging and useful to your target audience. If it really isn’t, don’t post it and wait for something to come along that is.
Publishing The Same Messages Across All Platforms
Yes, you are busy and need to save as much time as you can. And scheduling the same message to publish across all of your social channels is very easy. However, it’s a terrible idea.
Every platform is different and so what works – or even looks right – on Facebook will often look terrible on Twitter. Or LinkedIn. And if, as is often the case, some of your audience follows you on several different social platforms, it will look rather strange – and appear rather lazy – to see the same message repeated over and over again.
Not Responding To and Engaging with Your Audience
Far too many businesses just use their social media accounts strictly as a promotion tool. But that’s not what it’s about.
Social media is a two-way conversation. It’s not the place to broadcast how great your business is—at least not all the time. Social networking platforms are the place for people to meet and interact with your brand and it is essential that you are an active part of that conversation at all times.Koehler Home Decor is a wholesaler of home decor accessories and unique gifts. Source quality wholesale merchandise at KoehlerHomeDecor.com and find tips for promoting your business on our blog.