The creative and strategic teams behind every powerful digital strategy understand how to leverage the power of social media to forge communities, increase reach and drive growth.
There are a variety of pitfalls associated with social media and, unfortunately, it can be easy to fall into the trap of making easy mistakes that might have long-lasting negative consequences for your business.
Posting for the Sake of Posting
Sharing content regularly and consistently is important but you need to ensure that everything you post also has value for your audience.
Social media is an excellent place to engage your audience in conversation but the only way to sustain this type of meaningful interaction is to be authentic and remain fully in tune with what your audience both wants and needs.
If your audience thinks that the content you are sharing appears forced then your social platforms will begin to feel inauthentic and your potential customers may be less inclined to engage with what you have to say.
Staying relevant on social media is the key but this doesn’t mean you need to be sharing things constantly to maintain your standing amongst your audience.
In fact, posting low-quality content will only reduce your engagement rates and potentially tarnish your brand irreparably.
Posting good, relevant social media content in a strategic way will help you to develop an intentional social strategy designed to push your business further towards your core goals and objectives.
Sharing Too Much Promotional Content
Digital savvy audiences don’t want to be sold to all the time. If you want to successfully drive growth, you will need to invest time in building meaningful connections with your audience.
Trust is the basis of every solid relationship and as audiences demonstrate a preference for purchasing from trustworthy businesses, using your social media presence to instil trust is critical.
There are many ways in which you could choose to do this, including allowing your audience to see the human elements of your brand and showcasing what’s happening behind the scenes.
Being honest and transparent with your audience will go a long way towards building trust and will help you to forge deeper and more meaningful relationships with the people you most want to connect with.
As a rough guide, for every four pieces of value-driven content you share, you can freely post one piece of promotion-driven content. This will keep your audience engaged and ensure that they understand what your brand can offer them.
You need to create a balance between your promotional and value-driven content to ensure your social feeds consistently meet the expectations of your audience.
Remember, consistently sharing relevant content that your audience will find interesting and valuable will help you to shape a social strategy that will work hard for your business, even within highly competitive sectors.