These days, even small and medium companies rely on a strong social media presence to drive sales and build relationships with clients. Although it can be a time-consuming and imprecise science, there are several ways for any business to increase its online reputation. The process of perfecting a corporate social media account starts with identifying and avoiding common pitfalls such as those listed below.
Posting Uninspired Content
Even if a post provides relevant information and a clear call to action, if it does not present that message in a way that resonates with the core audience, then all of that effort has been wasted. Instead of simply creating a homogenized stream of content that is posted across all social media platforms, it is important to take into account what types of people tend to use each site or app. Since Facebook users tend to be older than TikTok users, for example, the same post will not likely resonate with potential customers on both platforms.
Measuring Irrelevant Statistics
One potentially helpful feature that most social media sites offer involves insight into how individuals engage with posts. Without a clear strategy for analyzing and responding to this data, however, these statistics are practically useless or perhaps even harmful. Spending time and money to create content that resonates with an existing audience might be an effective strategy for some companies, but if a business is trying to attract new customers, then its social media feed should be geared toward achieving that goal.
Sharing Infrequently or Too Often
Each social media platform has its own unique algorithm regarding how and when posts are displayed to other users. Publishing too many posts within a period of time or allowing several days to go by without sharing anything can result in fewer people actually finding that content on their respective feeds.
There are many intricacies and factors at play for any company attempting to develop an effective social media strategy. For most businesses, however, this is a vital form of communication, and it is worth the effort it takes to send the right message.