Avoid the 7 Most Common Mistakes in Social Networks
Having a good strategy for social networks is essential to promote a company and improve the brand image. Social networks bring the possibility of having a much more fluid and direct conversation with the audience and also allow humanizing. But do we use them correctly? Do we give them the appropriate use? And above all, do we take full advantage of them with an adequate strategy?
Many still believe that publishing a large amount of content is the best strategy for social networks, but it is not. Quality prevails over quantity.
An example is the study carried out by Buffer with his Facebook page. Thanks to this study they realized that posting a lot was not giving the expected results, so they decided to publish less content daily. This increased the reach and engagement of their publications by 300%.
Users get tired of seeing too much content on the same page, so it is better to create higher quality posts and publish much less frequently. Depending on the target audience and the sector, it should be published more or less frequently.
1- Do you publish the same content on all your social networks? Error!
One mistake we make is sharing the same content in all our channels. This will cause you to lose engagement in most of them since the user expects another type of content.
It is not the same to make a publication for Twitter as for Instagram. In Instagram users expect a totally visual content with very little text, however on Twitter the user expects a short text that can inform you of some novelty and perhaps accompany it with some visual content, but this is not the highlight of the publication.
You have to have different strategies for each of the channels you use. Even if you want to share the same information, you have to adapt to the needs of the users of each social network.
2- Be present in all social networks
Snapchat, Facebook, YouTube, Instagram, Snapchat plus … there are many social networks in which a company can reach its target audience. Another common mistake is to think that you must be present in all of them.
The first thing that must be taken into account is to know the audience to which we must address. Which platforms do you use? What are the hours you use them? What content do you demand in them? This is the most important step to be able to understand which platforms are suitable to publish.
Depending on the type of company it is better to be present in one type of social network or another, but there is no need to be present in all of them, and even less be in them and not publish, as this will give a sense of abandonment and neglect which has to be avoided.
It is much better for the company, for the results and for the brand image, to be focused only on the channels where the target audience is to which you have to go. This will make it easier to focus efforts on creating impactful campaigns and achieving better results.
3- Share only content related to our company
For many years it has been believed that sharing content related only to the company itself was the best option to attract customers to social networks, but this is no longer the case, unfortunately this strategy has stopped working.
In fact Buffer, one of the most used social networks management platforms in the world, conducted an experiment on their own social networks. They realized that by sharing only their content they were not having the reach they expected. They then decided to post content from other pages.
The results were very positive since they increased the impressions of the post, the followers and the interactions.
Users get tired of always seeing the same content and need something fresh to stimulate them, always related to the sector in which the company works.
4- Do not share videos
Videos are the most simple and consumed content by internet users. The vast majority of users prefer to watch a video to read a text, as it is faster and involves less attention.
In addition, sharing videos directly on the platform itself increases the reach of them. So avoid uploading videos on other platforms such as YouTube, if you will share them later in your networks and adapt your videos for each platform.
In fact, “native” videos that is, videos adapted and uploaded directly to the platform, have a greater direct impact on the publication’s engagement such as best whiteboard animation. The study data resulted in an increase of 530% in comments on this type of videos on those shared through other platforms.
5- Our content is not well directed
Most of the time content is elaborated and shared with the idea that it reaches as many people as possible better, without focusing on the audience and / or on the target audience.
It is always necessary to focus and generate content of value for the specific audience to which it is addressed, thus increasing its relevance and, therefore, increasing its authority and the level of interaction with users.
Another common mistake that is often made is not paying enough attention to the location, which is essential when connecting with fans and ambassadors. For example, if an event is going to take place in Madrid, it makes much more sense for the content and social network strategy to focus on the Madrid fans, since it is they who are likely to attend and interact. As far as demographic segmentation is concerned, it is very important and must be taken into account.
6- You do not use the content generated by your audience
The content generated by the fans and the audience is a more than interesting content to be shared on social networks, so it is a serious mistake not to give the site it deserves.
Fans will always give original and surprising content, with an added advantage, the content comes from themselves, so it will be based on the topics that most attract their attention, being a great source of inspiration to mark strategies and capture the insights of the target audience.
Finally, the use of this type of content makes the user feel useful, heard and valued, which will encourage the community to continue interacting and participating with the brand or company.
Avoiding and correcting these errors will make it much easier to mark realistic strategies and objectives that are achievable and that increase the engagement and interaction of the audience. In this way, the use of social networks will be very productive and beneficial for the company, the image and brand recognition as they will be widely reinforced.