Sponsored@ITRealms:
With growing access to the
internet, social media now represents an indispensable channel for businesses
to promote their brand, connect with customers, cultivate sales leads and deepen
their reach. Considering the increasing
utility of the smartphone and other mobile devices, research indicates that up
to 80 percent of your target market are actively engaged and reachable on
online channels, including social media.
The foregoing justifies the need
for business owners to pay closer attention to social media, ensuring it is
used optimally to achieve marketing objectives. The key to achieving this to avoid
common social media mistakes that may erode goodwill and damage your company’s
reputation online.
These tips from the
Research/Development Unit of Yudala, Nigeria’s fastest growing composite
e-commerce company, will help your business navigate social media better.
1.Don’t
start without a content strategy: You must have a plan in place
before you put your business on social media. Apart from identifying specific
objectives and the resources required to make effective use of social media,
you must have a diligently thought-out content strategy. This will cover a
profiling of your target audience, the nature of content to be created, the
tone of your communication with them and the mental positioning of your brand
in the minds of the audience. The absence of a well thought-out content
strategy often leads to a scatter-gun approach which does more harm than good
to your business.
2.Don’t
focus on selling: A lot of business owners make the mistake of using
social media in this manner. Research shows that social media channels have a
humanizing effect. In other words, your business takes on a human face by interacting
on social media channels. Limiting your use of these channels to being all
about selling, inadvertently makes the audience see your brand as only
transanctional in nature, less humane. This will ultimately result in a mental
block and poor conversion. As much as possible, you should sell less on social
media and focus instead on other forms of engagements with your audience.
Research show that brands with the best returns on social media marketing
devote about 10 percent of the time to selling.
3.Don’t
be a copycat: What works for a certain brand on social media may
not work for your business. On social media, one size doesn’t fit all. The kind
of content or posts an entertainment company, for instance, will get huge
retweets or likes for may draw ridicule for your technology business. This
justifies the essence of planning and developing a strategy before you put your
business on social media. Same applies to trying to keep pace with others by
putting your business on various social media platforms. You don’t necessarily
have to be everywhere because Business A is. It is important, especially when
starting out, to focus on one or two platforms such as Facebook and
Twitter/Instagram. This decision should also be the outcome of a careful
analysis of the best channels on which to reach your target audience. There is
no point creating numerous accounts out of excitement and the urge to keep pace
without being active on all of them.
4.Don’t
pay for followers: As rightly identified by a number of enthusiasts/researchers,
followers represent what can be termed the vanity metric of social media. It is
sometimes shocking to see the length individuals go to get followers and fans
on social media. While some toe the path of controversy, nudity or the bizarre,
others go as far as paying for these adulations. Many businesses have followed
suit by paying for followers as a means of boosting their standings or image in
the eyes of the social media public. This is a major pitfall that may do your
brand more harm than good. Rather than pay for fake followers to shore up your
rankings, focus instead of building real connections through a well-defined
content and engagement strategy with your audience. This approach delivers
better returns on investment for your business than fake followers.
5.Don’t
overlook feedback: According to Yudala, one of the benefits of social
media is its humanizing effect. Most customers will see your brand from a more
personal stand-point when interacting on social media. As a result, you must leverage
on this and use social media channels as veritable platforms for more
responsive customer service. These days, it doesn’t take much for a brand to
get noticed for the right or wrong reasons on social media. Always seek
feedback. And when it comes unsolicited, never make the mistake of ignoring or
overlooking it. Treat it with all the urgency it deserves and turn it into an
opportunity for the disgruntled customer to endorse your brand.
6.Don’t
overdo #hashtags: Hashtags are very useful, but when over-used,
they can become a distraction. When used effectively, the right hashtags can
enrich your posts, create awareness or make them go viral, connecting you to
newer audiences than you previously communicated with. However, this does not
mean #that #because #you #can #you #should #turn #every #word #into #a
#hashtag. You get the drift now?
Hashtags can connect you more
effectively to the consumers, to investors and other target audiences. The
major key is to ensure you do not abuse or overuse them.
