Don’t let your business just “throw up” online.
Social Media is becoming one of the most powerful marketing tools available for businesses today. Both large and small businesses find themselves on equal grounds with equal opportunity to advertise, communicate, engage, network, and humanize their business.
For the small business owner this is an opportunity unlike any other.
Where traditional efforts of the past left the mega brands with the deepest pockets on top, digital marketing and social media have now effectively leveled the playing field. The only problem with this…businesses have a tendency of just throwing-up the same advertising rhetoric. Social media marketing is not just another way to broadcast company accolades, advertising and press releases. Businesses that try to force-fit old ideology into this new platform will wind up hurting their brand in the end.
Social media can effectively make or break your business.
It’s important to understand that social media is essentially an avatar for your business, knowing how to convey its unique personality is most important! It is always a delicate balance of sharing the right things, developing relevant content and effectively communicating with customers both current and potential.
As small business owners, it can be tempting to jump right in and establish profiles on sites like Facebook, Twitter, Instagram, Snapchat and start sharing the same wonderful information we have in the past, in the same way online.
Remember, your online marketing efforts can actually hurt your business. You need to be social. This doesn’t mean hiding your marketing in a helpful way. It just means be helpful, fun, real, and approachable in a professional way. You can’t fake authenticity.
A great example to help illustrate this point comes from a book by Mark W. Schaefer, The Tao of Twitter,
“Think of yourself in another networking situation…say, an industry conference or a chamber of commerce meeting. Would you stand there and read press releases?”
No, of course not. Don’t be that business, the one even friends and family cringe at every time a post or tweet flood their timeline. Give them something they would be happy, even proud, to share with others only a couple times a day. Done the right way, they could and would be proud ambassadors of your brand.
People can see right past the curtain of noise.
To be successful on social media you have to do more than just participate. In a nutshell, you have to show your followers that you actually care about them and their problems. You have to show them the human side of your business.
There are plenty of people telling you what you should be doing on social media. It might be easier to understand (since the list is quite a bit shorter) what things you should not do when it comes to social media marketing.
What do you mean by social media marketing no-no?
It’s been reported that as of 2015, roughly 73% of all Americans have at least one social media profile – up from 48% just five years ago. A social media marketing no-no list will help you understand how to use social media effectively.
- Don’t constantly promote yourself. Keep your content on brand so that you’re effectively portraying the personality of your business. Sharing your business’s latest and greatest is wonderful, but you also have to keep in mind that no one wants to be sold to all the time.
- Don’t be baited into a fight. When someone posts a nasty or hostile comment regarding your brand (it will happen at some point), the knee jerk reaction is to call them out and defend your good name. Instead, use the opportunity to showcase how effectively you can handle the haters and calmly address their crazy. Lashing out and putting the commenter in their place will only make you look bad – no matter how ludicrous the comment. This is being real, and allowing your audience to see the crazy for what it is.
- Don’t delete ALL negative comments and reviews. Do you really expect people to believe your 10-year-old business only has 5-star glowing reviews? It’s important for potential customers to see how your business handles negativity.
- Don’t automate everything. Having your content solely automated has the tendency to come across as cold and even tone deaf. Being on top of trending topics and hashtags is a powerful tool in proving relevancy to your target audience. Just for fun, here are some examples of the biggest and most respected companies looking like fools making their own automated mistakes.
To wrap it all up, just remember, social media is just that – social. Be authentic and be helpful. We hope you found this social media marketing no-no information helpful, we would love to help you succeed using social media! Contact us today.