Businesses are increasingly leveraging the power of Social Media to build their brands. As a result, they can dramatically expand their ability to gather leads and build website traffic. Ultimately, this can lead to increased sales and profitability.
If you want Social media to work for your business, you should first understand that you cannot expect to enjoy automatic success. In fact, many things can go wrong that can hurt your brand rather than help it.
Here are five social media mistakes that you should avoid in order to protect your brand’s reputation.
After creating a profile on popular social networks, some companies expect to receive avalanches of followers and likes that will translate into lucrative sales. As a result, they seldom, if ever, return to post content. On the other hand, some firms go off the deep end and post almost incessantly.
When you deluge social media users with content, you run the risk of annoying them. In response, they will often unfollow, mute or ignore you. Conversely, if you rarely post content to your profile, users might assume that you either don’t care or have closed your business.
In either case, these are serious mistakes that you can avoid. To achieve balance on social media, use automated tools such as Buzzlogix to schedule your content at optimal intervals. Additionally, such tools can simultaneously manage multiple social networks so that you get consistent coverage.
Poor Customer Service
Customers expect to interact with their favorite brands on social media. For this reason, they will often use social networks to report problems and ask questions. If they don’t receive a prompt response, they will begin to feel ignored and betrayed.
When that happens, they can unleash a barrage of criticism for the whole world to see. Also, your customers may feel unappreciated and unvalued. If they choose not to tell the whole world about the mistreatment they have received, they still may never again buy from your brand.
Avoid making your social media presence a liability; use it to put your customer service excellence on display. Make sure that either you or a team member reads and responds to every comment left for your company, even if it’s negative. The worst thing you can do is to ignore or delete negative comments. Instead, respond calmly and politely.
Not Interacting With Your Audience
Avoid making the mistake of only responding to customer inquiries on social media. Instead, show the human side of your company by taking the initiative to interact with other users and share interesting content with them. When you do, you build a sense of community among your audience that will lead to positive sentiment.
Companies that ignore comments and never seem to do anything fail to generate a sense of involvement and lose a valuable opportunity to connect with their target audience. By failing to engage users on social media, a brand builds a reputation as a profits-only operation that has no interest in people.
Companies that fail to emphasize security on social media can end up damaging their reputation if something goes wrong. News of compromised accounts can spread like wildfire and make a spectacle and laughing stock of an otherwise worthwhile brand.
Avoid this mistake by creating a social media policy for your firm and then enforce compliance. Additionally, you should train your staff regarding social media best practices so they can recognize attempts to gain sensitive information.
As part of your security effort, make sure you have antivirus software installed on all your workstations and use a firewall to prevent intrusions. Additionally, make sure you implement sensible privacy settings for all your accounts. Also, make a VPN available to your mobile employees to safeguard their data while using unencrypted public Wi-Fi networks.
Companies hurt themselves when they use their social media accounts to constantly pitch sales. In this case, the mistake is misunderstanding the purpose of social media.
The primary goal of social networks is to connect and communicate. Therefore, bombarding users with sales messages can cause them to stop following you and voice their negative opinions of your brand to everyone who will listen.
Avoid this mistake by following the 80/20 rule. Make sure only 20% of your posts are about your brand and make the other 80% of posts useful, shareable content. Then emphasize the intended purpose of social media. Interact with people. Share content with them, even if it comes from a third party. Solve problems. When you add value to the community, users will warmly receive an occasional sales message.
In summary, social media offers a lot of marketing and sales potential for companies that operate in practically any industry. To avoid damaging your reputation, however, you need to make wise use of this opportunity. Post an appropriate amount of content, provide high-quality customer service, engage your audience and follow good security practices. When you do, you will build a loyal following along with a stellar reputation.
Article located on Buzzlogix Social Media Marketing Blog. 5 Social Media Mistakes That Can Ruin Your Brand’s Reputation