Social Media is now a place where you make or break your brand’s image. And, there are many examples where some of the biggest brands or even new brands have committed the ever-so-scary “social media mistakes”. Yes, these mistakes are life threatening to any brand and today we will learn how to avoid these mistakes.
There’s no better feeling than going viral. Sadly not a lot of brands have tasted that feeling, yet.
And it isn’t their fault. You might put up viral-worthy content that would give the laughing quadruplets a run for their money – okay maybe not the cuteness quotient but the viral aspect of it – but it’s still not getting a higher number of views and shares.
What could go wrong?
A lot actually. And you’d be surprised by how some of the big brands commit these mistakes too.
Experts have rounded off some of the biggest social media mistakes that could be the reason for your content not going viral:
1. No Social Media strategy
Okay, I have a business and now I am going to get on all social media networks. Because that’s what businesses do, right?
Right! And that’s how businesses fail on the social media front.
Strategy is Plan A. And if you fail at Plan A, you go to Plan B, which is, surprise surprise…. A Social Media Strategy.
Strategizing and planning is the first step to success no matter what you do and social media isn’t exempt from this rule. So before going gaga over everything from Twitter to Periscope, you need to chalk up a strategy.
Some of the things you need to consider are:
What are your social media goals? Is your priority to reach out to prospect, spread awareness or get more traffic?
Which social media does your targeted audience frequent the most?
Which of the social media forums should you optimize and harness the most?
What is your current social media status as per auditing reports?
What returns do you expect quarterly, half-yearly and annually? The ‘returns’ are subjected to what goals you have chosen and might or might not be directly money related.
Which social media monitoring tool or a combination of tools would be best for tracking progress?
Armed with the answers, you’d be better equipped to creating a strong brand presence on social media and also posting customized content that have a higher chances of going viral.
2. Going off your brand tone to capture trending topics
This is a slippery slope and most brands fall. Trending topics are your instant tickets to getting noticed, after all you have millions of people searching for it.
But does it fit with your brand voice, ideas, tone and message?
Take for instances what Lenskart, the India-based company, did when the Nepal earthquake hit. Bad move!
Not only was this distasteful, but it also led to an outrage over social media with people condemning them for stooping so low. They later tweeted an apology, but this is a textbook example of what not to do.
Even if it is not in the negative, don’t try too hard to mold your brand around something trending.
If you, however, can play that card, then by all means.
3. Not paying attention to the time posting and frequency of posting
No matter where your targeted audience is based, there has been a lot of research done on there a ‘best time’ to post content online, and if there is then when is this time.
It obviously makes sense to send out content at a time when your audience is both available and receptive.
Not only there has been a lot of research highlighting the most favorable times as per the social media platform chosen, but some also go to length to explain why is it advised to post content online during this time window.
If you’re however in a hurry and want the condensed – but thorough – gist of it, here’s an Infographic in which Neil Patel of Quicksprout fame shows the best time to post on all major social media.
But even though you post at the right time capturing a large share of the audience, you shouldn’t stop at that.
Post at the right time and post often.
Frequent posting is imperative to social media success. You need to keep your audience constantly engaged with quality content.
It’s no sin to post the same content twice. In fact, it’s encouraged.
Push an important tweet or update in case some of your followers missed it the first time. If you are posting a video or a blog – duplicity can be a penalizing factor in case of written text, so be careful about that – you can mention it to be a report.
4. Not interacting with customers on social media
Your social media pages aren’t only your brand’s dashboard. It is also a connecting point between you and the customers.
And unfortunately, most customers take to social media to rant out a delayed order or a defective one – a place where all your other prospects and customers are in attendance, and your move that can either damage your reputation or salvage that.
Never let a customer complaint go unnoticed on your social media pages. Never!
And never pick up a fight with them online. Never!
Even if things get ugly, try to be tactful about the situation and try to resolve it promptly.
Besides tending to complain online, you should also interact with customers. This directly helps in both retaining followers and a two-way communicative relationship often nudges them to share content.
5. Using #Hashtags #Like #Your #Life #Depends #On #It
Don’t. Just don’t.
Not only using irrelevant hashtags gives your brand a way too desperate vibe, but it can also actually dent your online reputation.
Use hashtags that are relevant to your business. Even create a few if it suits and complements your brand voice. Just make sure it isn’t another #susanalbumparty disaster.
Plus your targeted audience can be reached via a few related hashtags. Channel those.
However, Instagram is a little more relaxed than Twitter and not just because of the character limitation. Since Instagram is about images, it leads a lot of room open for use of relevant hashtags.
And that can help to reach out to more people.
6. It’s not about more followers
You’d see most social media managers doing everything in their powers to get more followers.
And obviously, if you have more followers you have a better chance of going viral since the probability of your content getting shared is higher. Right?
Wrong! It’s never been about the quantity, it’s about the quality of your followers. How high are the chances of someone who breathes all-things video games, sharing a post of Versace’s collection at Milan Fashion Week?
And it is exactly for this reason you should not ‘buy’ fake followers. They are just the clutter and they don’t help much.
Some tips to remember if you want your content to go viral and avoid the above mentioned social media mistakes:
The best and only formula is to be creative. Creative content has 500% more chances of going viral even with little to no promotion.
Make sure your brand has a personalized touch. Followers are more encouraged by a face and voice on an account that they can see and interact with.
Make sure the social media icons are readily accessible. According to a study, it’s best to use a combination of a scrolling set of social media icons along with fixed ones at the bottom.
Keep patience. You wouldn’t become popular overnight. It will take a lot of patience, dedication and careful and strategized posting and interaction.
Do you have some tips to add to the list of social media mistakes that prevent content from going viral?
If yes, add them in the comment section below!