Suleman Siddiqui

CEO @ Wave Growth

Suleman Siddiqui

CEO @ Wave Growth

Top 5 mistakes people make on social media that greatly diminish their ROI

Top 5 Mistakes People Make on Social Media That Greatly Diminish Their ROI

For many businesses, social media has become an effective way to increase brand awareness and attract both potential customers and the best candidates for employment.

When used consistently, with the right strategy in place, it can present the right messaging about who you are, what you do, how you do it, and what your ‘why’ is. As powerful as theses tools may be, they can also harm your brand if implemented carelessly or inconsistently.

To help ensure you bolster your ROI rather than injure it, here are a few mistakes to avoid when utilizing social media with your business.

Lack of Strategy

Who fits your Ideal Client Profile? Who are the people you would like to attract as future team members? What is the message you want to impart to these two separate target groups?

It’s important to remember that you have a business brand and a culture brand, and certain channels work better than others to spread your message to the groups you want to reach.

Before you commit to incorporating social media channels into your corporate strategy or improving your existing approach to the ones you have, you need to define who you are trying to reach on each channel, what you are trying to say, and what your content and schedule is going to be (industry news on Mondays, blogs on Tuesdays, company culture posts on Wednesdays…).

Posting without a targeted program that details your activities as far in advance as possible is creating a risk that you will be inconsistent and off the mark, thereby wasting the valuable time you’ve spent setting up your accounts and posts.

Lack of Consistency

Posting once a week or twice a month is not only wasting the opportunities that social media affords, it has a negative impact on how people view your company.

It’s important to research the norms for your industry and keep your posting at the expected level.

There are many applications on the market—some of them free—that can help you maintain a proper posting schedule.

Escalating a Problem

Occasionally, a customer may take to social media to vent their frustrations over a delay or a dispute that inevitably arises out of the course of normal business.

Other customers can see the post too, of course, so handling this kind of situation the right way is extremely important. It’s critical to respond to complaints with empathy and responsibility. We’re sorry that happened to you, please allow us to solve the problem.

While it is always an option to delete negative comments or complaints, it’s also important to demonstrate transparency by responding to them promptly and professionally.

Ignoring Messages

Never. Ever. Ignore messages. They may seem unrelated to your business, or they may originate from people who fall out of your ICP, or others you may want to attract, but always reply to messages in a timely fashion.

Most social media platforms track the time it takes you to reply, and that can show up on your sites and through 3rd party metrics, so it’s important to take the time to respond to everyone who tries to communicate with you.

Ignoring Site Metrics

As mentioned in the previous paragraph, the most popular social media sites continuously track information on your visitors and the way you interact with them.

Many, like Facebook, allow you to access this information and use it to analyze the effectiveness of your posts.

Don’t neglect that data. Review it regularly and compare it to your goals.

Are you reaching the people you want to reach? Is the number of your visitors rising or falling in response to your strategy? Is the engagement in line with what you were expecting?

This provides valuable insight into the effectiveness of your social media efforts.

Not Posting About Events and Opportunities

Are you hosting a big event? Is there an opportunity for potential clients, contacts and future team members to meet you?

Don’t forget to build up to these opportunities in advance using your social media channels. Meter out exciting information leading up to your event.

Use colorful images. Preview speakers and menu items. Ensure that your special events are boosting your brand and attracting the right people to your channels.

Do you have advice on how to best use social media channels in corporate B2B sales or brand awareness applications? Leave your own stories, mistakes, advice in the comments!

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