I always try to advise clients that when we talk about social media marketing, it’s important that we invest time in understanding what NOT to do. Like not being clueless. Let me briefly explain what I’m getting at when I talk about NOTS:
- Not doing research. If you do not understand completely, definitively, who your audience is, you’re just shooting blanks. You need to do your research and define your target audience, in order to set sound strategies and keep up with market trends. If you fail to do this research, you’ll be wasting valuable time and money on your social media marketing efforts.
Social media marketing is very focused. Or, it should be! So if you can tell me exactly who you are trying to reach, I can reach out to them with your message. And we can accurately track results to see how that message is resonating with likely customers.
- Not being PC. Here’s what I mean by being politically correct – if you want to post selfies of yourself in your Nazi regalia, by all means go for it. But when your customer base decides to stop shopping at your store, don’t come crying to me.
Always, always, always bear in mind that what you post lives on in infamy and it can hurl you to instant fame or cast you into PR hell. This goes for your company postings as well as any postings from people associated with your brand. Simple recap – don’t be stupid!
- Not having a plan. It is of vital importance to plan out how your social media channels support traffic and lead generation. You have to ensure that you have sharing options across all channels and that you are easy to find and connect with. You have to be relevant as a brand in the places you try to occupy. All of this boosts your online presence.