No one gets social media right all of the time. I’m sure we’ve all made mistakes on our personal accounts too, whether that’s noticing the missing apostrophe after pressing send, or realising you’ve tagged the wrong John Smith.
We can forgive ourselves for these mistakes but there are some that are unforgivable to continue making as they’re costing you reach and engagement. Which could be a potential customer, or sale.
TAKE A MINUTE TO MAKE SURE YOU’RE NOT MAKING THESE MISTAKES
MISTAKE 1: NOT CUSTOMISING CONTENT
By this, we don’t mean changing an image size or checking if a handle changes depending on the channel – although these are still things you need to check – but you should not be posting the same content on all of your channels.
Automation is great. It saves time and means we can focus on something else. But take some time to look at your audience demographics and how they differ on each channel. I for one use social media very different to those around me. I spend most of my time on YouTube and Instagram whereas some of my colleagues are more interested in Twitter, and some of my friends will only use Facebook or Snapchat.
As you adapt your writing style in emails and texts to the recipient, you need to do the same with your social media content.
MISTAKE 2: ONLY SHARING YOUR CONTENT
You should be familiar with created and curated content. It’s easy to fall into the trap of only pushing out your created content, after all, you want to ensure you’re sending any traffic to your own website to meet your marketing goals. But it’s not providing the best value to your online audience.
Thinking wider than those who are currently following or engaging with your content, think about growing your audience and the buyer personas you want to appeal to. There are also some benefits to sharing curated content; you haven’t spent time creating it and it provides your audience with alternative resources, improving the trust they have with you.
There is no set rule over how to divide between created and curated, this will come over time as you test it. As a guide we would recommend somewhere between 25/75 to 50/50.
MISTAKE 3: FOCUSING ON QUANTITY OVER QUALITY
There may have been some point where you thought, “it’s been a while since we posted, we need to get something out.” Stop! It doesn’t matter if you’re not posting two or three times a day, what matters is WHAT you’re posting.
Just because you have content to share, it doesn’t mean it’s worth sharing. Shift your focus to be on only posting quality content that is relevant, timely and provides value. This is what is going to resonate with your followers and, in turn, lead them to making an action.
After all, we need to work smarter, not harder.