Statistics discovered as a result of research from salesforce.com have discovered that 47% of SMEs in the UK are now embracing the power of social networking in the branding and promotional sectors. There is a growing perception that these innovative tools are now vital in encouraging clients to engage with a business, and many organisations are facing the task of getting up to speed or getting left behind. But within the world of social media, there are certain faux-pas that can be committed without realising, and specific ways in which to maximise impact on the target audience. Is your business making these social media mistakes?
Inconsistency
With so little expertise in the field of social media, it can be tempting to allow multiple members of staff to have a stab at monitoring the social media output. This can result in inconsistent branding across the social networks; having an informal, customer service-based Twitter page and then attempting to convey a sense of formality on the Facebook network is a prime example. Developing a house style and ensuring all staff know the tone that they are aiming for is vital to making sure social media is effective.
The Impersonal Approach
If using social media for customer service or for interacting with clients on any level, there is absolutely no reason for one-size-fits-all automated answers to be given. This may have been a solution when phone lines were the primary method of contact, but the new technology means a different way of doing things. Social media profiles offer businesses the chance to see what their clients are like and allow them to respond in an appropriate and useful way.
Selling Over Interacting
Whilst social media can be incredibly useful for promotional means to a certain extent, using them solely to sell can result in a dip in followers or fans. Marketing can be carried out at specific marketing events with cost-effective banner stands and other exhibition equipment; social media is intended to facilitate interaction and two-sided conversation between clients and companies.
Ignoring Results
Social media gives businesses a prime opportunity to assess exactly how well their social media strategy is working and how clients are responding to it. Attaining a useful and popular social media account comes as a result of a process of evolution, and the guidelines are not set in stone from the first update. If followers respond better to informational articles, adapt a strategy to include more of them and post them at peak times of the day. If promotional articles focused on selling certain products or services receive lots of hits, don’t be afraid to post a few more per week or repeat post to maximise their exposure.
