Social Media Mistakes

I received some great feedback from readers who took the plunge and started using social media to plug their products and services, or market their strengths as a job candidate. As a social media newcomer myself, I have been studying up on social media mistakes to be sure that I am not making them as I venture forward in this new marketing territory.

Here are some common social media mistakes expertly reported by Patricio Robles from Econsultancy that I’m sure you will also try and avoid.

Over-following. Social media is called social media for a reason, but following an ungodly number of users, especially in a short amount of time is anything but social. Success with social media is just like marketing, sales and PR: results are achieved one victory at a time.

Using every tool available. Getting social media right is harder than it looks. One of the things required is focus. But it’s hard to focus when you try to build a presence on every popular social media website. Resist the urge to get involved with all the new and shiny toys and instead focus on the social media platforms that are most likely to be a good fit for you.

Falling off the wagon. A social media effort is easy to start, but it can be a challenge to keep going. Social media is a journey, not a destination. If you aren’t prepared for the long haul, you are far more likely to give up. That’s not a good thing because social media is a party and the other partygoers (your customers, competitors, etc.) are likely to notice if you drop out.

Pretending that social media is free. Signing up for a Twitter account and Facebook Page, for instance, may not cost any money, but managing them (and managing them well) doesn’t magically happen without an investment that can be quantified in dollars and cents. Social media will always require somebody’s time and may require that certain resources be allocated differently.

Publishing first, thinking later. In the world of social media, everything you say can and will be held against you. Unfortunately, the real-time nature of many social media websites encourages a publish first, think later dynamic. You have far too much to lose, however, and need to ensure that what’s being published is accurate, honest and in line with your values.

Ignoring metrics. When it comes to social media, you need to be comfortable experimenting. But experimentation doesn’t mean that you shouldn’t the metrics by which progress and success can be measured. Measurement is just as important with social media as it is with any other business effort.

Assuming ROI isn’t possible to calculate. The three letters R-O-I (return on investment) often make social media proponents cringe and social media skeptics grin. Many companies buy into the notion that social media is really, really important, but a lot of them also buy into the notion that social media’s value can’t reasonably be calculated in terms of ROI. That’s a mistake because for all of social media’s virtues, any effort you make eventually has to produce tangible value that can be correlated to your bottom line.

Expecting the world. Social media can do many great things but it has its limitations. For instance, it isn’t necessarily going to drive sales, increase brand loyalty or create buzz — especially overnight. Getting the most out of social media requires healthy, not unrealistic, expectations.