15 Common Social Media Marketing Pitfalls to Avoid

It's rare to find anyone without at least one social media account on any major platform. Social media is fast becoming the most efficient way to connect with other people. This is why social media marketing is indispensable to any brand's marketing strategy.

However, social media platforms are known for their constantly changing algorithms. Sometimes, it’s difficult to keep up with their changing standards. This is why your marketing strategy needs to be flexible while having a strong foundation.

Keep reading if you want to know the best way to navigate common social media marketing pitfalls. We will take you through 15 common mistakes and how best to adjust your strategy to avoid them.

Without further ado, let's jump right into it!

1. Trying To Use All Social Media Platforms

Having several social media accounts does not automatically translate to higher engagement levels. In fact, it can do the exact opposite for you. This is because your manpower and content will be spread thin across too many platforms. It can also be difficult to track your progress on different platforms.

You do not need to be on all the major platforms. Instead, choose your preferred platforms based on the demographic you want to attract, your kind of content, and your budget. This will help you narrow your options and you can focus your energy where it truly matters. For example, if you want to appeal to an older audience, Facebook and email marketing should be your focus rather than X or Instagram. 

2. Having the Same Strategy for All Platforms

Creating different strategies for several platforms can be tedious. However, it is necessary. Your impressions and conversion rates can tank if you treat every platform the same. This can show up in different ways. One is by sharing the same content on all the platforms and another is by sharing the same content form.

You need to optimize your content to fit the algorithm and primary demographic of each platform. For example, focusing on only short-form and trendy content will work on TikTok but not on LinkedIn. Take time to learn the language of each platform you choose to utilize for your marketing and watch your goals align with reality.

3. Publishing Without a Strategy or Plan

Call us Captain Obvious for saying you should have a strategy before delving into social media marketing. But it is common for brands to feel that social media marketing is easy to hack and they publish without preparing beforehand. This is one way to be highly disappointed because you will most likely get no benefits.

Before creating a social media account, set up a strategy. What platforms do you want to be on? What is your budget? What are your goals? The answers to these questions will influence your strategy and help you block out the noise and focus on what you need. 

4. Ignoring Comments on Your Posts

You are not just shouting into the void when you publish content on your pages. People are seeing your posts and sometimes, they interact with them. Ignoring these interactions can dehumanize your brand, which is bad for your brand identity. You may even give off the impression that you do not care about your audience.

You should interact with your followers constantly. You can do this by reposting when they tag you, responding to some of their comments and DMs, and even engaging in conversations with other brands. This will help you build a community and foster a sense of belonging and loyalty within your followers.

5. Not Having a Flexible Strategy

Your strategy does not have to be set in stone. As we mentioned at the beginning of this article, social media algorithms and trends are ever-changing and hard to keep up with. However, it is easier to flow with the changing times when you are not dead set on your strategy. Don’t be afraid to experiment with different content forms, captions, and content pillars.

Try having a mix of content forms such as texts, videos, and images. Keep experimenting until you find what works for you. And even when you do, try something new once in a while so your audience doesn’t grow bored of your content.

6. Focusing Solely on Promotional Content

Yes, you most likely started social media marketing to put your brand on the map. However, your audience does not need you shoving your products or services in their faces with every single post. It is easy to get carried away with promoting yourself on your pages, but sometimes, you need to tune it down a notch.

You’re probably wondering, “What do I post then?”

You can post informative or educational content. You can even post a niche meme that relates to your brand. You can engage your audience by amusing or educating them rather than always promoting yourself.

7. Not Keeping Up With New Features

Social media platforms are constantly rolling out new features and you should stay on top of all of them. If you are in the dark about these features, you may get outdated very quickly. It seems exhausting to keep track of, but here is a pro tip: most social media platforms announce when they add or remove a feature; you can stay updated by frequently checking their help and FAQ pages.

8. Using a Personal Account

This is especially common among small businesses and brands. They often double their personal account as their business account or repurpose a personal account. This can make you seem unprofessional, especially if you plan to partner with bigger brands in the future.

Try to start on a clean slate when starting social media marketing. Keep your personal account, well…personal. Create an entirely new one for your business. You can build interested followers from scratch and maintain a clean and professional front.

9. Not Tracking Your Progress

Many brands publish posts and abandon them. Social media marketing is not a one-and-done activity. You will miss out on conversations around your brand and areas for improvement if you never track your posts and metrics.

Ensure you use the built-in tracking mechanisms that most social media platforms provide. For example, Instagram allows regular users to view the number of people who liked, commented, and shared their posts. If you’re a creator on Instagram, you get access to even deeper analytics. Other platforms like X, TikTok, and LinkedIn give you access to great analytics as well.

10. Inconsistency

It all boils down to not abandoning your account for several months. There are no hard-and-fast rules for how often you should post. But you need to post frequently enough to not be forgotten by your audience. Social media can be fickle and your followers may leave you behind if you don’t consistently establish your presence. How better to establish said presence than to post often?

If you struggle with posting consistently, consider using a social media content calendar. Having a social media calendar can help you maintain both the quantity and quality of your posts. Having one can also help keep you organized.

11. Focusing Only on Follower Count

Now, don’t get us wrong, your follower count can indicate your brand’s growth or otherwise but those are not the only numbers that matter. Being so focused on your follower count that you buy followers may make your page seem like it's booming at first glance, but it can backfire. This is because the chances of those followers interacting with your content are quite low.

Channel your energy into attracting the right demographic, posting at the right times, and putting out the right content. This will help you build a loyal and consistent audience and those numbers will grow organically. A high follower count is irrelevant in the face of a non-existent social presence.

12. Using Only Content Created by You

Your page should not center around only your content. Consider incorporating content created by your followers as well. It can be hard for your audience to trust you when you are the only one vetting yourself. They need to see that other people trust your brand as well.

This is where User Generated Content (UGC) comes in. UGCs can be in the form of reviews or positive posts by your users. You can ask your followers to share a time your brand helped them or if they leave a good review, share that. It can help boost your social media engagement levels.

13. Having the Wrong Tone

The language you use in your posts should be relatable to your intended audience. If you are using the wrong tone, you will either attract the wrong demographic or no demographic at all. Once you have decided on your primary audience, choose a tone that aligns with that audience. For example, if you are catering to a more conservative audience, they will not appreciate certain trendy language. They will expect you to be professional so trying to be super trendy will likely put them off.

14. Completely Relying on Automation

Setting up automated responses can be cost-effective and time-saving, but it can cost you in other ways. It takes the humanity out of your brand which can affect your customers’ trust and loyalty. People need to feel like they are speaking to a real person who has empathy and discernment and not a robot that regurgitates responses.

You can consider chatbots on your website or if you have the budget for it, hire customer service representatives who will handle those responses for you. If you are a smaller brand, try responding to as many comments, complaints, or questions as you can personally. It can make a huge difference in your marketing results.

15. Not Investing in Paid Promotions

Organic engagement is great but can be a slow route. It can also be a little limiting because the algorithm does not prioritize your content. Paid promotions are a great way to give your content a little push to ensure more visibility.

You can narrow down your audience by opting for paid social media ads. Paid ads enable you to market your posts to a specific audience at specific times. They also help to boost your content’s reach as they ensure your content is seen by more than just your followers.

Conclusion

Remember, social media marketing has a wealth of benefits that are waiting for you to tap in. Stay modern and relevant in the current times by keeping up with social media algorithms and terms of service. Don’t fall victim to the common pitfalls of social media marketing.

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