We’ve talked about the importance of utilizing social media sites as part of your marketing tools, but do you know that using them incorrectly is just as bad as not using them at all..I did some extensive research on the net and found some excellent tips on avoiding SM mistakes..
Social media is based on the foundation of making connections and it is important to build these over time by to the community…..you do this by listening, interacting and adding to the conversation.. There are no shortcuts so be careful about following too many people in a short amount of time. This will only result in an unmanageable account with no “true” connections to build on….Mashable has 2,329,890 followers but follows only 2,256…
- 2.Using too many social media tools:
A quality social media campaign requires focus and patience. Before trying to create a presence on every social media site, achieve success on one and then leverage your learnings in additional accounts..
- 3.Abandoning your social media profile:
While it is easy to create an account, it can be very difficult to maintain an active profile. Before jumping in, you must be prepared to spend the time to maintain your account for the long haul….
Initially I posted almost daily on Twitter, but soon found that difficult to maintain along with FB and now Linked In, not to mention everything else that makes up my day… I now post less frequently on Twitter, but have increased my posts on FB..
- 4.Thinking social media is free:
While it does not cost anything to sign up for a Twitter or Facebook page, . These costs must be accounted for when calculating your financial investment in social media.
- 5.Posting first, thinking later:
Since social media “conversations” happen in real-time, individuals tend to act in a reactionary way. It is always better to think before you post and in some instances it is better to say nothing at all….On Twitter, I tend to pay more attention to those who post information I could use…e.g. the aforementioned Mashable (Pete Cashmore) whose links and information never fail to interest me…
- 6.Assuming ROI is impossible to calculate.. (It’s not difficult at all…google analytics are a big help)
This is a huge mistake as it is achievable to produce tangible values that can be attributed to the bottom line.
- 7.Expecting the world:
Social media is helping to change the landscape however it does have limitations….that’s where your other marketing tools come in
- 8.Failing to Monitor:
While you cannot control the conversations out in the socialsphere, you can monitor and respond when appropriate…as in retweeting important information
- 9.Expecting Instant Results:
and requires time to build trust and relationships within a community….
- 10.Failing to Invest Sufficient Resources:
In order to build relationships it takes a considerable amount of time and energy to maintain your Social Media presence. People that succeed are those that have a clear objective and implement a strategy based on market research and a commitment to seeing their efforts through to completion.
- 11.Focusing Internally:
As mentioned earlier, and it requires you to . – you provide value to the community….
- 12.Not Building Networks or Using Syndication:
This is not the “Field of Dreams” (if you build it, they will come). While great content is extremely important, it is essential to use your blog, Twitter/LinkedIn accounts, and other social media tools (RSS syndication) to build a group of influencers that will amplify your content.
- 13.Ignoring Synergy Between Different Media Campaigns:
It is important that you do not silo your social media activities from your website, public relations activities or your online marketing campaigns. Each of these is an opportunity to grow your presence and cross-linking is highly recommended…I cross linked right from the beginning of my start in social media, and monitoring regularly helps me to take advantage of any changes or new additions..
Sources and Extracts…Business to Business..Business to Community
P.S. this information referenced Twitter, but in fact relates to all SM sites…
Note…it is not all business there…I follow people who post not only info about art but music or info about food, anything that attracts my interest including other RB members….
Please share your thoughts and insights on this post and your experiences in using social media as part of your marketing strategy….