Launching a successful social media campaign for your shop requires more effort than simply setting up a Facebook or Twitter account.
Choosing a social media platform and posting content that reinforces your brand image are just two of the steps you need to follow to get strong results from your efforts, according to Matthew Ellis, who recently covered the topic for MarketingProfs.
“A poorly managed business social media campaign -¦ can easily backfire if the right measures are not put in place by key people in your organization,” he wrote. “Social media is in real time, and something can go wrong in only a millisecond.”
Ellis listed these six likely social media shortcomings you should look out for and correct.
1. Not displaying your corporate branding. “Before you start using social media for your marketing, be sure to brand it carefully across all social media channels,” he wrote. “Use your corporate colors, logo, tagline, and vision statement as your guide.”
2. Not using the right social media platforms. “[T]o succeed, you need to integrate the several social media formats into one cohesive social media marketing program,” Ellis wrote. “Choose the social media platforms that best fit your business, your objectives, and the tasks at hand.”
3. Having the wrong person in charge. “[I]f you want your social media efforts to bear fruit, the people tasked with those efforts must have at least some marketing experience,” he wrote. “Which is why, for best results, you need a team of trained marketing professionals who understand online communications and marketing.”
4. Lacking consistency. “A poorly run social media account can make any company look bad fast, because it conveys the impression that the company is neither organized nor committed-to either the medium or the company’s fan base,” Ellis wrote. “Take the time to develop an editorial calendar of topics you can post about on a regular basis on your social media platforms.”
5. Including negative content about your competition. “Bashing your competition is a big no-no that will make your business look very bad to your followers, and it could get you in legal hot water,” he wrote. “Use your social media sites for promoting your business offerings, connecting with your customers, networking with colleagues, and sharing relevant information. Never use social media for venting or for saying negative things about your competitors.”
6. Not responding to comments from followers and fans. “One of the biggest mistakes that companies make is to ignore the comments and feedback left by fans and followers,” Ellis wrote. “Not responding to the conversation is like ignoring the phone ringing at the office or not getting back to people who’ve e-mailed you.”
To read the complete MarketingProfs article, click here.