Fingers crossed you are using social media marketing in your small business but are you hindering your efforts by making any (or all) of these 4 common mistakes?
According to the Yellow Social Media Report released mid last year only 30% of small businesses are using Social Media, yet 65% of Australians access social media – wait, what? That’s not all, the report also identifies that 25% claim to use social media to follow or find out about brands or businesses, and 20% use it to research products and services they are interested in. So if you are one of the 70% of small businesses not using Social Media, you have to ask yourself why? If you are using Social Media and you don’t see the value before you throw it all away, ask yourself if you are guilty of these mistakes.
Delegating: As a small business owner handballing full responsibility of your social media activity to a junior team member or an external agency is a no-no. What happens if the staff member leaves? On bad terms? And they take the log into your Social Media communities with them? What if you can no longer afford to engage an agency to handle it for you? In a small business, it’s ok to have other people work on implementing your social media strategy, but you need to be the driver. You need to set the social media strategy and you need to be on top of measuring and reviewing it.
Spreading yourself too thin: Do you know where your target market is hanging out on social media? Are they liking posts on Facebook? Pinning it in Pinterest? Posting it up on Instagram? Reading blogs, or communicating via 140 characters or less in Twitter? Understanding where your audience is and how they are engaging with social media will help you streamline your approach and help you choose the best platforms for your business. Don’t worry if this means you are only on one platform as long as this is the best platform for your business.
Not Listening: Do you understand why your audience is using social media? Do you know what’s trending with your audience? Do you know what else is happening in your industry? If not, you need to stop what you are doing and go on a little ‘look and listen’ adventure. Lurk around social media pages and platforms including those of your competitors, and follow the conversations your audience is having, identify what they are engaging with, who and how.
Not measuring: Make use of the analytical tools available that can help you understand what is working and what isn’t on social media. Some are free, some are premium, but it is absolutely imperative you get an insight into what is getting your audience engaged. Once you identify this, keep doing it and keep measuring as they can be a fickle bunch. Measuring will also give insight into when your audience is accessing social media – is it on the way to work, while they eat lunch at their desk or on the commute home? Use this information to guide when you schedule your activity. Doing this will help with the success of your posts, which in turn will increase engagement and your community.
If you need help getting your social media marketing in tip-top shape, contact us today, we’d love to help.
Image Credits: The Future Beyond Brands Lovemarks. Kevin Roberts