Every brand wants to go viral on social media. There are competitors on every social media platform and in every niche which is why social media marketing strategies need to be planned effectively. Brands focus a lot on social media content because that is one of the easier ways to convey the intended message to the audience. The diversity in the way content is presented to the audience can either improve your brand presence on social media or ruin it.
Most brands that enter the social media race are well-versed with the competition but still manage to stand out. However, some apply the same strategies but cannot connect with their audiences. Having a social media plan is not the end of social media marketing. Brand managers now need to think beyond likes and comments.
Moreover, it is also necessary to note that every social media platform has a different user behaviour and brands need to tackle the same with their social media strategy.
Brand managers when creating a social media strategy only focus on ROI but there are several other things that brands need to consider when implementing a social media marketing strategy. From choosing the right platforms, targeting the right audience to gauging the audience reaction several things have to fall in place for an effective strategy.
Having a marketing goal in mind is something every social media marketing guide tells you but that’s where most brands fail. Not having a clear purpose for your social media strategy can impact the results of your marketing campaign.
Apart from the planning of the strategies, brands often make mistakes while framing the content too. The way a brand puts out content on its social media handles can say a lot about its identity.
In this blog, we will tell you about the most common mistakes brands make in social media marketing.
Common Mistakes Brands Must Avoid In Social Media Marketing
1. Posting back to back content
Posting more content on social media will not get you anywhere. It is necessary to post quality content that has some value for the target audience. Brand managers often post unnecessarily to just appear active on social media. This strategy does not work anymore. Make sure you do not just focus on the quantity but also pay attention to the quality when planning a social media marketing strategy.
Simply posting too much content can drive the audience away.
2. Framing social media marketing strategy that’s just promotional
Social media and marketing go hand in hand. It is necessary to understand that in order to click with the audience on social media, it is necessary for brands to be conversational. No matter which marketing strategy you opt for, see to it that it is engaging and generates a response from the audience.
Using social media for marketing is not just about promoting your products and services, it is also about conveying your brand values and brand identity to the audiences.
Instead of simply putting up images and videos of your products, brands can experiment a little by talking about their niche as a whole in their social media posts.
3. Not using the latest features offered by social media platforms
Social media platforms are coming up with several updates. From the story feature to the live videos, social media has a lot for content creators. It is important to explore the new features because it can impact the way the audience engages with brand content.
Features like IGTV, Instagram Reels, YouTube Shorts, and Facebook Live can help you create content that is engaging. Additionally, it is also necessary to see how your competitors are using these features to convey their brand messages.
Sticking to one content format can be mundane for the audience too and using these features can help you create a buzz for your brand. Remember understanding social media marketing also includes knowing about how to use these content formats effectively.
4. Framing the same social media marketing campaign for all platforms
Like we mentioned before, every social media platform has a different user behaviour. One of the biggest mistakes companies make on social media is framing the same strategy for all platforms. Brands should pay attention to how each social media is unique in terms of content trends, user behaviour, audience engagement, and brand presence.
See whether other brands from your niche are present on a given social media platform and how they are implementing their strategies.
The best way to get the most out of your strategies is to create distinct social media plans for each platform. This will help you tackle the audience on that particular platform easily.
5. Failing to interact with your audience
An effective social media marketing strategy also involves interacting with the audience. See to it that you interact with your followers on your social media handles. This will not only keep them hooked to your brand content but will also help them connect with your brand.
Brands often do not tackle negative comments wisely and that can be a downside. Pay attention to the negative comments and avoid deleting them. See to it that you reply to the negative comments professionally and also solve the user’s queries.
This not only impacts your brand name but also tells others how responsive you are to your customer’s grievances.
6. Not paying attention to user-generated content
Social media does not work in vacuum and brands need to pay attention to what users are creating on the platform. User-generated content helps brands connect with the audiences. Make sure your brand encourages user-generated content on social media as this can help you gauge what kind of audience is responding to your brand.
Moreover, user-generated content is the best way to increase brand awareness and engagement.
All social media marketing platforms have features that allow you to share content. From images to videos, try and create content plans that involve user participation. Implementing UGC will help you see whether people are responding to your brand strategies.
7. Focusing only on one kind of content
There are many brands that stick to one content format. Initially, Instagram was all about images but now the platform is full of video content and brands need to adapt to this change if they want to stay relevant.
While for some brands images are still working, many have framed social media marketing strategies that have both video and image content. Make sure you explore all content formats when framing content for your brand’s social media pages. For instance, host an IGTV with an industry expert or simply go live on Facebook for a product launch.
8. Relying only on likes and comments
Brand managers are quite obsessed with the number of likes and comments but social media marketing is more than just these figures. See to it that you also check the kind of comments you are getting for your posts. Additionally, also check the number of followers you are gaining over a period of time. This will tell you whether your content is attracting users to your brand page or pushing them to click on ‘UNFOLLOW’.
9. Analysing only competitors
One of the most important social media marketing tips is to analyse what your competitors are doing on social media. However, this is just half job done. Apart from analysing how your competitors are faring on social media, it is also necessary to check how your past social media marketing campaign has performed.
Check what kind of posts have given your brand better engagement and what works with your audience base. While observing these details make sure to see when your audience is the most active on social media marketing platforms.
10. Comparing common metrics to measure social media marketing performance
The number of followers, shares, likes and comments are not the only metrics that can signify the effectiveness of a social media marketing campaign. It is essential to know how to measure a marketing strategy. Social media analytics tools can give you accurate statistics and reports for your campaigns. These reports tell you a lot more than just the number of likes, comments, and shares.
From audience analysis to content analysis, you can gain deep insights for your campaigns through these tools. Make sure you analyse these metrics thoroughly before framing your marketing strategy.
Well, to avoid any social media marketing mistakes let’s explore a social media analytics tool.
UNBOX SOCIAL- SOCIAL MEDIA ANALYTICS
Unbox Social offers a social media analytics solution to help brands analyse their social media presence. The analysis is detailed enough to help you frame effective strategies. Let’s dig deeper into the features of the tool.
1. Platform-wise analytics
The social media analytics solution by Unbox Social can be used for Facebook, Twitter, Instagram, and YouTube. Brands can analyse their presence on all these four major social media marketing platforms with the help of this tool. The tool gives audience insights, post insights, general overview of the brand page, details on impressions, engagement rate, and lots more for each social media platform.
2. Insights on audience sentiment
Marketing on social media heavily depends on how the audience connects to your content. This is why brand managers must have a high understanding of their target audience. The tool will give you details on your audience demographics, the time when most of your target audience is online, audience sentiment, and sentiment analysis by emoji.
3. Post and stories insights
The Unbox Social tool also gives you insights on posts and stories. The tool gives details on video views, impressions, interactions, reach, and engagement rate. Moreover, the stories analytics will give you in-depth insights on total replies too.
These insights will help you figure out what kind of response your content is getting on each social media platform. Brand owners can simply compare the metrics of two different posts and stories to see what kind of content is fetching them better results.
With Unbox Social’s social media analytics feature you can come up with marketing strategies that are relatable to your brand and audience. The monthly reports offered by the tool can also help you compare overall brand performance on social media.
Here are a few more blogs to help you with social media marketing.