3 Social Media Mistakes You Shouldn’t Even Think About Making (Don’t Say We Didn’t Warn You!)

Scott Lambert

3 Social Media MistakesYour company might have a killer value proposition that gets to the core of what you offer, but it's bound to be of limited utility if you aren't using all available content and social media marketing tools to broadcast it to your prospects.

At the same time, not all marketing strategies are created equal. As you develop your firm's social media presence, avoid making these three common social media mistakes.

1. Too Much Self-Promotion

Never lose sight of the fact that social media is a two-way street. Unlike TV and print advertising, social media marketing requires dialogue between marketers and their prospects.

If your tweets, Facebook posts, LinkedIn shares and YouTube videos are relentlessly and blatantly self-promotional, you're liable to turn off some of your prospects.

It's fine to use targeted posts to highlight new products, deals or specials, but the majority of your social media activity should aim to inform and engage, not sell. Engaging, informative social media content might include tweets of relevant factoids, posts promoting high-level content like white papers and interesting infographics shared via LinkedIn.

2. Making Irrelevant, Overly Frequent Posts

It's easy to issue a quick tweet or Facebook post, but more isn't always better. Before you click "tweet," "post" or "send," ask yourself whether the content you're about to share has any value for your followers.

Even overtly advertorial posts should add value to the conversation around your brand, and the non-promotional content that you issue should either start or shape a discussion.

Also, be sure to create a social media schedule that leaves room for spur-of-the-moment posts that highlight flash deals or news items.

3. Failing to Heed Your Social Media Metrics

As they say, you can't manage what you don't measure. You can't simply tweet, post or share and expect your followers to engage.

Pay close attention to metrics like the rate at which you accumulate new followers, the number of shares each post accumulates and the number of comments, retweets and "favorites" you earn for discrete pieces of content.

Once you've determined which strategies – and platforms – offer the best results, adjust your social media marketing plan accordingly. If you use paid tools like Facebook ads and promoted tweets, these metrics can help you determine whether they're cost-effective.

and you've certainly heard more than your fair share of social media tips since starting out. If you can avoid making these three social media mistakes, though, you'll be well on your way to marketing success.

Here's to a bright – and responsible – social media marketing plan for your company!

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Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of BellSouth.net, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Social Media

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