I am sure that
everyone can remember being in a grammar class and told to use correct
sentence structure and not to pick up bad writing habits. Working
with social media can also open the door for many bad habits and
shortcuts that can have a negative impact on your marketing
efforts. The bad habits that this article talks about are common
mistakes that anyone who uses social media can say that they have been
guilty of at one time or another. Present company included.
We live in a busy world, and sometimes business moves at lightning
speed. Often times little things like neglecting proper
procedures for social media campaigns fall by the wayside and cause the
best campaigns to fall short.
I have compiled
five bad habits that can have a negative impact on the effectiveness of
any marketing campaign that includes a social media component.
- Ensure to post in
the proper sequence -
When using social media to help
promote a product, or new company news, always remember that your
company website is the hub. Everything that gets posted should always
link back to that hub. Try this simple posting schedule to
attract more traffic to the hub with your next campaign:
the new product release or news information on the company website
in information on the corporate blog in a
new post on the same day that the information goes live on the hub.
post the information on the company Google +
page linking back to the hub (Google is the largest search engine out
there so it makes total sense to post there.)
on the company Facebook page linking back to
the information on Twitter and post on
one week and then post on any personal social
media pages that you or your employees have.
there is new corporate news to push out to the world marketers want to
push it out to every means that they have at their disposal all at
once. A simple plan like the one above avoids the “shotgun
effect” and enables each post to build on the one previous. It
also provides more traffic to the main website and will increase a
website’s Google ranking.
- Stop selling on a
personal Facebook page – Everyone has those friends
in their personal network who continually posts about their
business. This turns people off simply because people use social
networks to connect with people. It is a great thing to be
passionate about a business but I personally don’t want to look through
my feed and constantly see posts that I need to invest in RRSPs or
lower my mortgage rate. A better strategy would be to post like a
person and not as a business. Post some pictures, or ask some
questions, maybe an intriguing tip that will engage me. Anything
that presents a service or product in a way that does not look like an
ad means that people are more likely to read it.
- Watch the Hashtags
– Ever get one of those tweets
that looks like it was written in some long forgotten ancient language?
Hashtagging every word in a Tweet makes it look totally unreadable and
like you are desperate for Twitter attention. Keep the use of
hashtags limited and only use them to relate to relevant events.
Retweet –I must confess that
I am guilty of this myself. I recently went to a lecture on
social media and retweeting was a major topic. I was using
retweeting to attract new followers when I did not have any new
content, but I forgot the first rule of social media – people want to
connect with people. At the lecture I was reminded that followers
want to hear from a person who has real thoughts and emotions.
The result of the lecture was that I learned if I have to retweet a
tweet that I found extremely interesting then I need to add my comments
to it. It makes a great deal of sense to add a personal touch to
a retweet and it keeps things real.
- Don’t become robotic
– There are many tools on the
web today that will enable users to preprogram social media
streams. While in concept it is a great idea to save time by
automating posts, but it can make a company look extremely robotic and
insensitive. Marketers need to be able to take advantage of timely
events. A software company located in Vancouver, British
Columbia, Canada can take advantage of the Vancouver Canucks making it
into the playoffs by showing its support for the local team through
social media. This humanizes the company in the eyes of followers
and establishes that the software company is proud to be local.
On the flipside companies need to be aware of the content of posts when
tragic events occur.
Well there are my
top five bad habits to watch when conducting social media
campaigns. They are small things that may seem trivial but in an
information full market like the one we have today, every chance of
getting your post or tweet read before your competitor is a good
one. I have found that working with social media is a continually
educating process. There is always something new to learn, and a
new campaign to test. It is exciting and it is one of the best
ways that we can connect with our customers. Happy posting and
watch the hashtags!
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