Anyone who dwells in the digital realms knows by heart the famous proverb “Sharing is caring”. Wise and philanthropic sages have made the internet a social space of intense and manifold relations that know no bounds.
However, when it comes to social media management, there’s more to sharing than just caring. In order to share, one must create. In order to create and share effectively, one must think and plan. Without it, sharing and posting are bound to bear no fruit.
Social media management is not about posting only. In order to get the most out of social media, ask yourself if you’re behaving in a no-no kind of way.
Mistake #1: Posting irrelevant stuff
Ha! Here’s a funny baby walrus. Look how sweet its little paws are! The Facebook fandom of my page is likely to like it. [Presses the Share button.]
The cure: Cute baby walruses belong to your personal account. However, your business page should contain relevant content to add some value to your niche. Inform your readers and followers. Broaden their knowledge while amusing them. So, unless you own an animal shelter or a private zoo or a pet agency, there is no need to raise awareness about walruses.
Mistake #2: Ignoring feedback
[Three hours later] 56 comments! Hm, it seems there’s no use in replying all. After all, they are mostly exalted emoticons. Heart – smiley – frowny face – curly hair – mustaches. Some people even unliked the page. Haters!
The cure: Attend to your audience and observe reactions to the content you share. There’s nothing wrong with emoticons and awwwwws, but in this case, they are telling you that people are not engaged in the expected way. People unfollowing you can also be a sign that you’re doing something wrong.
Mistake #3: Posting irregularly
[Five days later] Wow, 867 likes!!! But wait, why didn’t those likes lead to 867 new views of my website? Today it performed just like it did yesterday… And I didn’t share anything yesterday.
The cure: You should nurture your audience. This means posting on a regular basis. This doesn’t mean you should always post at the same time. Post at different times of day and observe when the posts perform best. Build monthly strategies. You should ask yourself what do you want to achieve. Do you want to increase your website traffic, generate leads or raise awareness? Different goals demand different strategies. Automatize your posting, so you don’t have to sit by your computer day and night. What you should do constantly, however, is being responsive to messages and comments.
Mistake #4: Using too many social media platforms
[Seven months later] All of my Facebook, Twitter, Instagram, Snapchat, Pinterest and WhatNot accounts haven’t proven very useful to my business. Hell, I use every platform there is! And still no results…
The cure: Sometimes less is more. You are wasting your time tweeting to an audience that just isn’t on Twitter. Do they use Instagram? Let Instagram be your main tool and put Twitter on hold. You should explore where your audience abides, and then put the effort, resources and adverts there. Of course, don’t forget to keep up with the latest trends. Time passes and your audience might even migrate to a whole new platform.