Here are 4 errors you are committing on social media that you might not know.
1. Not having clarity of objectives
Why is your brand presented on social media? What are your primary and secondary objectives? The clarity in answering these questions is what will guide all your social media strategies.
Another important question: Why is your brand present in the channels it is on? Facebook, Instagram, TikTok, Linkedin, Twitter, Pinterest, Youtube, Snapchat… there are many options.
If the answer to this question is something like “We are present on this social network because our competitors are there” it may be that you are unclear about your goals.
Without being clear about what you are doing, chances are high that you will produce content just to “be there” or “because my competitor is too.” And that means your results are likely to be bad.
Generally, the goals of your social media presence are derived from the company’s marketing goals, so understanding this is the first step in avoiding social media mistakes for your business.
| You might like this article: A few digital marketing strategies for your business
2. Focus on quality over quality
Posting more doesn’t always mean a better strategy. By the way, this is a good discussion, because there are people who believe that only with quantity can you reach the highest quality over time (and I understand this idea).
However, just quantity (without a critical eye to understand what works and what doesn’t) can be a shot in the foot. We always recommend posting daily if possible. However, that doesn’t mean posting anything, anyway.
You have to mix quantity and quality, but if you have to choose, choose quality. It is very difficult to differentiate yourself by producing “more of the same” content.
And what is quality anyway? It’s about truly understanding your audience (designing and defining your persona very well) and planning the production of content that delivers value to them.
It’s dedicating yourself to understanding (often also through trial and error) what works and what doesn’t for your segment.
3. Lack of consistency
Lack of consistency can “take you out of the game” on social media in the medium to long term. Any social platform, no matter which one we are talking about, privileges good content production combined with constant production.
Just think about this: How does a social network make money? With advertising, right? With that in mind, it is in their interest that users spend as much time as possible within their platforms consuming content and also advertising.
Thus, content producers (people and brands) that are constantly producing valuable content for their audience will have more relevance to the algorithms of these social networks.
However, anyone who works with social media knows: It’s easy to produce a good piece of content now and then.
The challenge is to produce with quality most of the time. And even then, much content will not have good results, get used to it.
What can help maintain consistency across posts? Good planning and an editorial calendar are one of the main steps to ensure good progress and posting frequency. Do this homework!
These are some common social media mistakes, but I could list a few others here. Reflect on your performance in these channels and understand if you are making some of these mistakes that we talk about in the article.
If so, outline routes to improve and avoid falling into these traps that could be undermining your results.