Social media has all but taken over the internet marketing discussion
these days. Many businesses just like yours have jumped on the bandwagon,
intuitively knowing that there is something to it, but perhaps not fully
understanding yet the long-term effects and implications.
While many younger business owners and entrepreneurs aggressively use
social media, it may be harder for some to grasp the relevance. Social
media networks, like Twitter, have been the source of some marketing coups, but
have also been a huge marketing nightmare for some businesses who failed to
understand the rules and impact of immediate information.
A Quick Overview of the Social Media Landscape
There are many social media networks on the internet today. Each has its
unique focus, user-base and intended use.
First there are social networks like Facebook, Twitter, LinkedIn and
Google+. These networks provide social and/or professional interaction between
friends, colleagues and customers. They allow direct, real-time contact between
a business, its customers and its potential customers. In some areas, social
networks are replacing traditional call centers. Google+ is interesting
in that its network pages are integrated into the Google search, allowing local
businesses with Google+ pages a leg up on the search game.
There are also review sites such as Yelp, Angie’s List, and TripAdvisor.
These allow members to post reviews of businesses, products and services.
Business owners can monitor their customer comments as well as those of their
competitors.
Video and photo networks such as YouTube, Instagram and Pinterest can
all be used to post photos, videos and even company created graphics such as
infographics. Because there is a tight link between these and the popular
social networks, your information may be shared more quickly, with more people
and more easily than you might imagine.
If you are one of the many business owners who have a Facebook page or a
Twitter account because your SEO marketing firm told you to, it may be time to
step back and take a look at some common mistakes which can make social media
marketing less effective.
Common Mistakes and Quick Fixes
1.
Ignoring Social
Media – Perhaps you’re one of the older set who just doesn't get the
benefit. It may not be clear until you take the plunge, but effective
social media marketing will show you proven results. Start simple, create a
Facebook page.
2.
Impatience with
Social Media– Building a social network takes time and patience. From the first
Tweet to a loyal Facebook following, there may be months of hand-wringing and
many attempts at grabbing attention. However, when you least expect it
you will reap the dividends.
3.
Not Using Like,
Share and Follow – You should be taking advantage of your company website by
placing social media like, share and follow buttons on your pages. This
is just another source for building your network and your social media presence
4.
Focusing on the
Wrong Network – Make sure to do your research and find out the places where
your customers are likely to be found. Depending on your business and
demographics, the obvious choices may not be the most lucrative for you.
5.
Cross-Network Brand
Confusion – When posting on multiple networks, be sure you have brand
consistency with logos, fonts, tag lines etc. It’s important that
customers and potential customers, who see you on several networks, know
immediately who you are and make connections.
6.
Not Keeping Up With
the Competition – Monitoring the competition is easier than ever. Review
sites are great for hearing what people are saying about the competition.
Find out where your competitors are and be sure you are there too!
7.
Posting at the
Wrong Time – There are times when your posts will be seen by the maximum
potential number of people. Though research is required to determine when
those times are, it is then simple to time your posts for greatest reach.
Facebook even lets you schedule your posts in advance.
8.
Poor Interaction
with Customers – Social media is for interacting. If you do not friend or
follow or respond to the customers in your social media network, the fizzle
will die down. Keep up with those who like your page, thank commenters
for their remarks, address complaints, when appropriate, in a public manner to
show your professionalism.
9.
Poorly Written
Posts – Bad grammar, spelling mistakes and confusing messages can negate any
value you may have had in a post. Always double-check your writing or have
someone else read it before it goes live.
Just One Piece of the Internet Marketing Puzzle
For those of you who thought social media marketing was a fad, it’s time
to admit that it is here to stay. At least for the near future, social media
platforms have relevance in any internet marketing strategy. Though
social media marketing may be only one piece of the puzzle, in today’s world,
it is an important piece.
The space is young and is in a phase of continual innovation and
change. Keeping up with those changes will be important for any
business. For now, addressing these common, relatively easy to fix,
social media mistakes should be enough to hold steady while you work out a
full-on strategy for harnessing the power of social media.
http://social-media-optimization.com/2013/02/the-9-social-media-mistakes-youre-probably-making-right-now/
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