The social media revolution has made all brands strive to be successful in this new medium, launching to achieve the widest possible coverage, following a maxim “You have to be in social networks,” and this implies “how many more, best”. However, not all brands are the same, neither must be to be, or be mandatory in all social networks.
When it comes to developing an active presence in Social Media, it is important to stop and think about how you can exploit your potential to benefit the brand in order to design a strategy and avoid falling into some important mistakes.
Acting on the wrong network. Each social platform has its own characteristics, and is aimed at a specific audience. For this reason, it is important to know them, to study the possibilities that have for the brand, and to use only those that are really appropriate, depending on the audience and the objectives included in the Social Media strategy.
Say the same in all social networks. It is important to keep in mind that each channel implies a specific type of communication; Has its own language and demands a different type of content. Thus, Pinterest is the most visual medium, where the image has great importance, and users demand that it be of quality. For its part, Twitter is the channel for the accuracy and concreteness of language. You need to be able to convey an idea in 140 characters.
Do not identify social channels with the brand. In the end, social networks are an extension of the brand image on the Internet, surpassing the borders of the web itself. But this does not mean that the brand must forget who it is, that it does not have to worry about transmitting its brand image in every social area. It is necessary to personalize social profiles as much as possible, so that users identify perfectly the brand, which at all times have it in mind.
Forget about the goal of the brand in social networks. Sometimes, in order to highlight and attract the attention of users, brands share content that does not really identify with them, or their strategy, or pursue the goals set. In these cases, the brand has lost the north, so its actions do not serve him anything. It is necessary to provide creative, quality content that captures the attention of the target audience, but always with an intentionality and without forgetting its identification with the brand.
Do not take into account the schedule at the time of the publications. When designing an effective content strategy, it is necessary to find the best time for those pearls of wisdom to see the light. To do this, it is important to study the activity in each specific social network, as well as to identify when the greatest degree of interactions is recorded, in order to concentrate the updates in that space, and to be able to achieve the greatest coverage.
Publish to publish, without contributing anything new. A common practice is to dedicate to replicate news of maximum interest, without contributing anything more. Take advantage of the relevance of this information in your favor, adding a significant amount, or providing your personal appreciation. In this way, you will endow your message with a differential value, and you will be able to increase your notoriety.
Do not even think about criticizing the competition. The last thing you can do in your social profiles is to mention the competition, especially if it is to belittle or undervalue your products or services. It is a practice that denotes a lack of professionalism and respect, both towards other brands and users; In addition, it can generate mistrust. Instead, reinforce your positive values and convey your image of know-how and quality of service.
Disarm your users through social channels. A social profile where the comments of your unresponsive audience are displayed denotes a serious lack of interest on the part of the brand. If your users do not get an answer, they will not be able to trust you, because you show that you are not when they need you.
What other mistakes do brands make in social networks?