6 social media mistakes small business owners must avoid

Author: Sarah P.

We all know how important social media is for businesses. Although it started as a medium to connect with your friends — and probably stalk your ex — social media websites have become much more than that.

Businesses regularly use social media websites, such as Facebook and Twitter, to drive website traffic, acquire customers, and generate brand awareness. According to an estimate, 51% consumers are likely to buy from a business they “like” on Facebook.

So it is essential that you have an active presence on social media websites. However, many small businesses fail to fully leverage these platforms. Although social media is an inexpensive way to get exposure, new fans, and more customers, it can be technical and time-consuming.

But rest assured that it is not going anywhere, and you should learn how to use these social media websites for growing your business. In this blog post, we highlight 6 most common social media mistakes that every small business owner must avoid.

  1. Not committing for long enough

Social media works for businesses, but it requires time, efforts, and dedication. One of the most common social media mistakes that small business owners tend to make is that they do not commit for long enough.

They get all excited with a new and shiny Facebook or Twitter page for their business, do social media postings for a couple of weeks, and then that’s it.

If you want to succeed at social media, you have to set aside time for it on a regular basis. Update your social media accounts regularly or have someone else do it on a consistent basis.

If you are only going to update your social media pages sparingly, they are never going to take off.

2. Not understanding the culture of each social media website

All these social media websites may look similar to you, but they are not. They are different, with each having a different culture and demographics.

Many businesses fail to understand these distinctions and, therefore, they also fail to capitalize and leverage various social media channels.

For instance, Facebook is a platform where you have the best opportunity to nurture and qualify prospects. Twitter is much more dynamic. People expect fast-paced postings and links to content on Twitter. Instagram, on the other hand, should be primarily used for visual content. Pinterest is usually perfect for businesses who target women.

There is much more than that, of course, and business owners like you should understand these differences for properly capitalizing on different social media websites.

3. Not paying attention to user engagement

In today’s social media world, user engagement is one of the most important aspects that you need to focus on. Businesses that fail to understand the importance of user engagement also fail to succeed at social media.

For instance, if you are getting a high user-engagement rate on Facebook, your posts will be shown to more and more people. On the contrary, if you have a low engagement rate, Facebook will limit the number of people who will see the posts you publish.

In short, you need to pay attention to the engagement rate. It’s important, as it directly affects the reach of your social media posts and the exposure they get.

4. No lead-generation strategy

It may seem a bit technical to you, but lead-generation is an important aspect of marketing your business online.

You should use social media marketing as a launchpad for your online marketing strategy. If you, however, depend entirely on social media to drive traffic and generate leads, it’s not going to work.

You need to have a proper strategy and sales funnel in place to fully utilize these social media platforms.

5. Not having a consistent brand voice

What can your social media fans expect from you? What type of contents do you usually publish?

There needs to be some consistency in that. The success of your social media marketing depends on it.

Having a consistent voice helps you establish your brand identity across different social media channels. Your brand voice would be a compilation of attitudes, terms, words, and expressions that you use across the web and help you grab the attention of your customers.

Businesses that do not focus on that tend to be more forgotten and unmemorable.

6. Not focusing on insights

One of the best parts of social media marketing is that you can know exactly what’s working and what is not. By focusing on the right insights, you can know what your social media fans love and crave for.

However, many business owners become too focused on posting and publishing new content that they overlook insights altogether. It’s a mistake you must avoid.

Pay special attention to social media insights and track your performance. Notice how your fans and followers react to what you post and how they engage with certain types of content.

Once you figure out what’s working, you can do more of it and easily get more traction. At the same time, you’d also know what you should avoid doing.

Parting advice

Social media mistakes are common. Small business owners, who aren’t social media experts, make these social media mistakes quite often.

It is up to you to avoid these very common social media mistakes if you truly want to excel at social media marketing.

If you have any questions, please contact us or leave your comments below.

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