Dana Severson

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4 More Completely Avoidable Social Media Mistakes

By Dana Severson

Awhile back, I wrote about Avoiding Four Big Social Media Mistakes. I touched on piggybacking, knowing why topics are trending and not engaging on social accounts.

But I'm totally obsessed with social media  almost in a creepy, stalker-ish sort of way. I get a kick out of watching corporations try to embrace social channels as a way to market their wares. 

Not that there's anything wrong with a little self-promotion. Quite the opposite, actually. I think it's very important to talk to people where they spend most of their time. But we're still seeing missteps, and rookie ones at that. 

So why not talk about for more completely avoidable social media mistakes?


Mistake #1: Failing to Respond

We're all busy, and many of us are trying to do more with less. But that doesn't quite cut it on social channels. Immediacy is key. If you're already "social," your customers are likely trying to use the channels for customer service. With 83% of Twitter users and 71% of Facebook users expecting a response the same day of posting a problem or complaint, your silence could be seen as a slight and eroding your business. 


Mistake #2: Not Finding Your Voice

In an attempt to not alienate consumers, many of us have watered down anything and everything we post on social channels. Yes, it's important to be respectful, but not at the cost of your voice. Dave Kerpen, CEO of Likeable Media, offers a great analogy, saying, "Social media is the world's largest cocktail party, only without drinking." And like any party, it should be filled with stories and anecdotes; so don't be afraid to be authentically social…even if you have to pretend


Mistake #3: Making It All About You

Being like a cocktail party, social channels are all about give and take. Think about it: How long do you really want to sit with someone who insists on talking about just himself? Or, more to the point, who wants to listen to someone prattle on and on about a sale he's having next week? You'd excuse yourself, and find another guest to talk to. Your content should be entertaining. If not that, make it informative. 


Mistake #4: Giving Up Control

Social media may be new, but it's not that new. Handing over the social reigns of your business to an intern and letting him run is no longer enough. He may know how to use social channels better than you, but it doesn't qualify him to become your company spokesperson. Ongoing training and supervision by at least one person on your marketing team is important, and then review every post before it finds its way onto social channels. 


Post originally published on Beneath the Brand.

Copyright 2007-2014.  Dana Severson | Freelance Copywriter & Marketer.

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