The good news is with a smart, detailed and succinct strategy, many of the most common social media marketing mistakes can be averted. Jumping in Without a Long-Term Strategy for Growth Businesses often rush into social media without taking the time to develop a detailed, smart strategy. Social media marketing requires both a short-term and long-term strategy that includes content development, an editorial calendar, social listening, customer service, engagement, and measurement. Join in on the conversations going on around your brand and industry and engage with your followers. According to John Jantsch, speaker, author, and marketing consultant at Duct Tape Marketing, marketers often make the mistake of “still viewing social platforms as awareness or broadcast channels. Forgetting What Worked Yesterday May Not Work Tomorrow New advancements in paid social and account-based marketing (ABM) have created a unique way for marketers to understand their audiences better than ever before to serve up relevant messages at just the right time. Customization and personalization are becoming the norm, and it’s inevitable that platforms are evolving to allow its users more flexibility in how they want to tailor their content feeds. But what does that mean for social media marketers? In order to break through, brands will need to be savvier in how they connect with and engage their audiences. Social media platforms continue to evolve, and where your audience is today, they may not be tomorrow.
If you stop and think about it, social media is now a constant in almost every aspect of our lives—work, politics, breaking news, keeping in touch with friends, you name it. In fact, the growth in global social media users is continuing to climb, with over 76% of internet-using U.S. adults engaging on one or more social media platforms, according to Pew Research.
Social media marketing is now a critical strategy for businesses large and small. You might be thinking, “It’s only social media, how hard can it be?” The answer is: for a brand, it can be very hard. While the ever-evolving social landscape gives us new and exciting ways to engage with our audiences, the changes require us to be agile and able to learn quickly, sometimes through trial and error.
The good news is with a smart, detailed and succinct strategy, many of the most common social media marketing mistakes can be averted. Here’s a list of three common mistakes marketers make when it comes to social media marketing and how to avoid them:
1. Jumping in Without a Long-Term Strategy for
Growth
Businesses often rush into social media without taking the time to develop a detailed, smart strategy. Social media marketing requires both a short-term and long-term strategy that includes content development, an editorial calendar, social listening, customer service, engagement, and measurement. You get what you put in, and if you don’t track your progress, you won’t know the impact of your efforts, let alone be able to explain them to executives.
Ensure you have a dedicated resource, such as a social media marketing manager, who can develop a brand voice, drive a strategy that aligns with your business priorities, and maintain customer relationships. As with all things, quality takes time. Rome wasn’t built in a day, and your social media following won’t be either. As Mark Schaefer, speaker, author, podcaster, and consultant at Schaefer Marketing Solutions, said it: “Usually, the expectations are too high...
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