9 Social Media Mistakes Most Businesses Make

ESPRESSO.digital - 9 Social Media Marketing Mistakes Most Businesses Make

Common Social Media Mistakes

Anyone who owns and runs a business should already understand the importance of an effective social media campaign. Even so, there are a lot of businesses who get it wrong. While there is a lot of information online about the best ways to tackle social media, our team sees a lot of folks using the wrong tactics. For that reason we are going to highlight some common social media mistakes most businesses make. Hopefully this will help you not make the same missteps yourself.


Three-quarters of Facebook users and half of Instagram users use each site daily! WordStream


Social media is a great way for brands to engage with an increasingly mobile audience. Your customers and consumers are on social networks waiting to hear from you. And as we mentioned in 12 Steps to Social Media Marketing Success there are many benefits in addition to simply “selling” yourself. But by making the same social media mistakes over and over again many brands are not getting the results they need or envision, and give up in frustration. We have a better idea. Take a look at these social media mistakes and avoid making them yourself!


9 Social Media Marketing Mistakes

9 Social Media Mistakes Most Businesses Make

1. Focusing on The Quantity of Followers, Not The Quality

It’s all well and good having hundreds or even thousands of followers, but they are not much use if they are not interested in your business, are they? 60% of people share product posts on Facebook, so you need to find people interested in yours. And NEVER, EVER buy followers or likes!

2. Not Posting Engaging Content Regularly

Status updates should be used to say something interesting. Something people can engage with. Some 176 million people buy products online each year, so you just need to get their attention.

3. Not Converting Followers Into Paid Customers

Conversions are very important for business users. Of course having thousands of people share your posts is good. But a common social media mistake is not getting them to make a purchase. Only 12% of people who see products advertised on social media will go on to make a purchase. For that reason, you need to make sure your posts are as eye-catching as possible.

4. Focusing on Too Many Social Media Channels

Unless you employ someone to deal specifically with your online efforts, you don’t want to spread yourself too thin. Facebook had 1,871 Million monthly active users (MAUs) in January 2017, Twitter has 317 Million MAUs, and Instagram has 600 Million MAUs. That is where you should focus most of your action!

5. Having No “Brand Personality”

If people think that your posts are too generic and boring they are less likely to make a purchase. You need to ensure you personalize every status update you publish. For that you may need a dedicated community manager. At the moment only 22% of businesses have one.

6. Spamming!

This is a critical social media mistake most newbie businesses make! The last thing you want to do is spam your audience. If people start to think you are posting too many “salesy” updates they will simply stop visiting your profile or page. Spam accounts for around 14.5 Billion messages sent on social media every day! Don’t add your posts to that junk pile.

7. Doing Everything Manually

Posting all your updates manually is going to take a long time. There are lots of programs like Sprout Social, Buffer, Klout, Parllay and websites out there that allow you to manage everything from within one screen. You can schedule posts and deal with engagements that way. According to Buffer around 18% of business social media pages are now managed this way.

8. Broadcasting the Same Message Across All Channels

This is one of the social media mistakes many businesses make.  Even if you want to promote the same product across all your social media accounts it is a good idea to mix it up a little! That is because some of your audience might follow your brand on multiple platforms.

9. Not Having a Strategy at All

Blindly trying to do the right thing on social networks is not a good idea. You need a strong organic social media strategy that has been carefully created. 53% of businesses are currently using social media to grow their customer base. 90% of those have a planned social strategy to help them avoid making social media mistakes.


How You Can Avoid Making Social Media Mistakes

How You Can Avoid Making Social Media Mistakes

Now that you know more about common social media mistakes you are better prepared to avoid them. Generally it helps our clients if they look at social media engagement in the same way as having a conversation. You want to find nice conversation partners with similar interests, start an initial conversation and nurture it into a longer discussion or debate, and support your story with visual aids (the fish I caught was thiiiiis big!) Well, it works pretty much the same in social media. You need to

  1. Listen: Look for your consumers in a small, focused audience and assess their social activities.
  2. Plan: What are your business objectives and how can your brand’s strength be defined online?
  3. Strategize: How and where will you engage, will that change your customer relationships, and who will lead the effort?
  4. Use Tools: What tools will you use, and how will you monitor activities and measure success?

Social Media Mistakes can be avoided by having a Social Media Plan

Of course, you can save yourself a lot of time and trouble and have our highly caffeinated team take care of your social media marketing strategy and implementation. We are experts at social media marketing. Our social media strategists will help you refine and execute your strategy while our community managers will be your brand’s voice on social media. Why not get started by requesting your free social media marketing estimate?

And if you are still not sure if you are making some of these common social media mistakes, or how to avoid them, don’t worry! Simply reach out and contact us. Our expert team will listen to you, answer your questions, and determine the best way for your business to avoid social media mistakes and get the social media marketing benefits you need in the digital age. That is one of our specialties, after all!

Feel free to add your comments below so our audience can share in the fun, and grab our feed  so you don’t miss our next post!

By Gregor Schmidt
Co-Founder / Digital Barista

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