Social Media Marketing: How to Avoid 3 Common Mistakes Many Marketers are Making

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Let’s face it, the unprecedented popularity of the big social media platforms such as Facebook, Twitter, LinkedIn, Google+ and now Pinterest, has changed the way businesses market their products and services. It has also changed the way consumers search for and purchase goods and services online and offline.

Since social media marketing has become an integral part of the marketing strategy of most businesses these days, there are a lot of people who are simply stabbing in the dark when it comes to implementing a social media marketing campaign. Many people who are doing social media marketing are making mistakes, wasting valuable time, and not getting the ROI they’d like to see from their efforts.

In this article we’ll look at three common mistakes that marketers tend to make in social media, and what you can do to avoid making those mistakes yourself.

1. Not setting clear goals
This happens when people feel like they should have a social media presence, but they are not quite sure what to do once they have set up their profiles. They approach posting status updates and random tweets with little or no relationship to their overall marketing goals.

Some of the measurable elements of a social media campaign include:
  • Mentions
  • Traffic
  • Engagement
  • Re-Tweets
  • Audience or community building
When you are planning a social media campaign, set a measurable goal for what you want to achieve with your efforts, and then set a time frame for checking on progress.

2. Not having a pre-determined strategy and approach for dealing with negative feedback from your audience.
Once you get out there and start engaging with your audience in the social media space, you may encounter some negative feedback. Develop a policy in advance for how you will address negative comments, customer complaints, or random detractors.

You can almost always turn a negative situation around by addressing it calmly and presenting a clear solution. If you have indeed made a mistake and a customer complains furiously and publicly, apologize sincerely and find a way to make things right with the customer. This way, when the public encounters the negative feedback, they will also see how you resolved the issue.

3. Not monitoring your social media presence.
It’s a good practice to occasionally monitor your social media presence so that you can stay out in front of what is being said about you, your business and your brand. Here are a few free, easy ways to keep track of the buzz about you online.

Twitter search
Visit and you will find a big search bar where you can search on a Twitter handle, a hash tag, a trending topic, or a keyword.

Google Alerts
Glance at your Google alerts to see what is going on in your industry, who is talking about you, or your brand, what is being published using your chosen keywords. Checking these daily helps you stay abreast of what is happening so that you can respond quickly if a crisis comes up.

When you set clear goals, establish a strategy, and then monitor your progress you will begin to see the time you invest in social media bearing fruit and you will feel less like it’s a waste of your valuable time.

For more tips and strategies for social media marketing and how you can use it to grow your business and expand your brand, visit today.
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