8 Common Social Media Marketing Mistakes & What to Do About Them

8 Common Social Media Marketing Mistakes & What to Do About Them

When being in business, mistakes will happen. When using social media to help market your business, there is a huge opportunity for mistakes to happen. Knowing how to avoid them is key.

 

The world of social media marketing is gigantic. With numerous platforms to choose from, conflicting advice and strategies floating around, it’s not surprising to see so many businesses floundering about not sure if they are doing their marketing right. That’s where the mistakes happen. Off-brand messages getting posted. Too many, or too few, posts getting published. No analytics being tracked.

 

If you see yourself there, or if you are trying to avoid being there, help is here. Here are 8 common social media marketing mistakes I see businesses making, and some suggestions to help:

 

Doing More Than You Should

 

Often when a business decides to use social media, they think they need to do every.single.platform. If a marketing professional tells you that – fire them. You need to find where your audience is and focus on that. If that turns out to be Facebook and Instagram, then focus on those two platforms only. If it’s just Instagram, do only that. There is no need spending time on a social media platform that you have no audience on.

 

According to the latest data from Pew Research Center in November 2016, here is the demographic breakdown of the major social media platforms:

 

 facebook

instagram

 

 twitter

 linkedin



 pinterest

 

 Not Tracking Your Results

 

If you are not looking at your analytics on a regular basis, you’ll have no way of knowing if you social media efforts are working. Every platform, save Snapchat, has their own analytics component. Most social media management programs have them as well. To know if you are being effective with your social media marketing, you need to be consistently measuring your social media marketing efforts – weekly, monthly, however frequently you deem necessary.

 

If you are unsure what key metrics to look for, Sprout Social has a fantastic guide here.

 

Inconsistent Posting

 

Not having a plan, or posting consistently, is a mistake. Posting too much will lead people to stop following you. Not posting enough will leave people out in the cold because they will not know what’s going on. So, how often should you post?  That’s up for you to decide for your own business, however, here is my general recommendation:

  • Facebook: 1-2 times/day
  • Twitter: 5-6 times/day
  • Pinterest: 5-6 pins/day
  • Instagram: 1-3 times/day (depending on your business)
  • LinkedIn Company Page: 3-5 times/week
  • Snapchat: TBD based on your business type

 

Having the Wrong Message

 

Your social media posts should not be all broadcasts or worse yet, off-brand. People do not want to see sales pitch after sales pitch. Build a relationship with your fans. You want to use social media to educate your fans, yet build that relationship to establish trust. That last thing you want to do is to go off-brand to the point you leave them scratching their heads wondering if a 10 year-old is running your social media.

 

No Call-to-Action

 

Even though you want to limit your sales-y pitch posts, you do not want to forget your calls to action. People need to be prompted to do something. The CTAs (call-to-actions) can be something as easy as asking fans to like, comment, retweet, or share. CTAs lead to more conversions, not to mention more awareness for your brand.

 

Your Followers are Fake

 

I’ve become more active on Instagram with my business account and one thing I’ve noticed is newer accounts with unusually high following totals. When I go and look at who is following them… it’s mostly spam accounts. Even a “competitor” of mine is doing this. First of all, this is a Terms of Service violation that runs you the risk of having your account deleted, and second of all, this is an ethically wrong business practice.

 

Not Staying Up with the Latest

 

Social media is ever-evolving. Platforms change. Rules change. You cannot rely on articles and advice from two years ago. What everyone was suggesting in 2015 honestly is not applicable in 2017. When you seek advice or look at articles on Google, make sure to check the date of the article or source.

 

To stay up with latest, subscribe to a few blogs. Here are a few recommendations:

 

Trying to Do it All Yourself

 

This is the biggest mistake business owners make. Social media for your business can take all of your time, if you do social media right. As a business owner, you can outsource this to a social media strategist, or have someone in-house handle your social media.

 

Mistakes will happen. We’ve made them before – no business is perfect. The key is to learn from them and grow.

 

What other mistakes do you see businesses make on social media? Did we leave anything out? If you have any suggestions you’d like to add, please share them below in the comments!

 

If you see yourself or your business struggling with any of these, drop us a line and let us know – we’d love to help you get on track!

 

Live Video Streaming and 360° Video, Are You Ready?

Live Video Streaming and 360° Video, Are You Ready?

Since the emergence of social media, marketers have fantasized about the next big thing to hit the industry. New platforms, features, devices and applications have entered the ring to compete for the attention of marketers. While all have been harnessed for their potential, nothing has peaked the interest of marketers like 360° video and live video streaming.

 

This new form of storytelling has led users and businesses alike to plunge headfirst in exploring the potential and features these innovations offer. Brands like Red Bull, Adidas, GoPro and the New York Times have already begun implementing 360° video by releasing videos on YouTube to showcase their products and news events. Buzzfeed has been one of the leading media platforms to utilize the live video streaming feature to release breaking news, explore cultural rituals, and even to live stream kittens sleeping in a box. See below.

 

 

The current conversation about the future of video marketing through 360° and live stream video is polarized. Many professionals argue that these new technologies and devices are critical for brands to boost their connection with audiences; others believe that it inspires and produces lazy, rushed, ineffective content.

 

While 360° and live stream video offer marketing potential for businesses, it also possesses great potential for backfire.

 

The benefits of both 360° and live stream video include an immersive environment, transparency of products and services through unedited, unscripted content, and engagement with an audience in real time. However, factors to consider when using 360° and live stream video include which platforms support this new technology, what is the reach potential, engagement of the targeted audience, and the efficacy of produced content.

 

When considering the integration of these advanced video marketing tactics serious research must be conducted to decide whether this medium will benefit your business.

  • Will it place your product or service in the best light?
  • Is this level of transparency necessary for your brand?
  • Do you have the appropriate physical and human capital to produce quality content for this media?

 

Although research is beneficial when predicting an outcome, it does not guarantee the success or failure of a project. The most sure-fire way to gauge if 360° video and live stream is the right move for a marketing plan is to take a chance.   

 

Will your business try live streaming video this year?

 

work life balance

If Work/Life Balance is a Myth, How Do We Manage?

I have come to the conclusion that there is no such thing as true work/life balance. Anyone who has it figured out or is telling you how to achieve it is feeding you nothing but BS.

 

Everyone is uber-busy and as much as we’d like to achieve balance between our work and professional lives, it doesn’t exist in the form we like to think. You cannot manage time, you can only manage tasks.

 

In all of our lives, balance is not the ultimate goal, it’s just an average of what you are doing. We all juggle multiple things at once in our lives – businesses, kids, spouses, friends, charities, etc. To say you are not trying to do it all is a lie.

 

61% of Americans say they do not have time to do what they need to do. Click To Tweet

 

I’ll be the first to admit I can be an absolute hot mess at times. I’m married, have 2 daughters, one of which started middle school this year, own my own business and am deeply involved in my community. Late nights are nothing new. There are days that I’d rather sit and read Outlander than be productive.

 

Life keeps going and so must we.

 

Kiz Adams, Work/Life Balance Coordinator at the University of Georgia has become one of my new favorite people. A former UGA Law School professor (true story – she taught my husband when he was in law school there), she now holds a new position at our alma mater, working to help UGA employees balance out their professional and personal lives (kudos to the Provost for creating this role). Kiz spoke at the Terry College of Business Professional Women’s Conference I help with each year and her session alone was worth the price of the entire conference.

 

How do we manage all these moving parts in our lives? Here are some of the key takeaways from Kiz, and the biggest time wasters you will encounter, and hopefully by knowing these, you will be able to restructure your time so you won’t go about your day as one hot mess.

 

Five Takeaways

One of the first things to know is that…

Efficiency is not Effectiveness

Urgent does not mean Important

Clock is not a Compass

 

Set Goals

Make Professional Goals, then prioritize them. Make Personal Goals, then prioritize them. When making your goals, ask yourself, “What’s important at this time in my life?” This will dictate A LOT. We all go through seasons in our lives. My goals 5 years ago are different from what they are now. Once you make your choices, own it!

 

Brain-Dump Frequently

There’s a graphic floating around social media that talks about your brain functioning like an internet browser with multiple tabs open. It can get quite overwhelming. Doing a weekly brain-dump is a great habit to get into. If you’re not familiar with a brain-dump, it’s when you write everything that needs to get done on a list (this can be personal things or professional) and then prioritize it all. I do this every Sunday evening. Of course, things will get added throughout the week as I remember or as they come up. You can also do this via Google Docs or in your smartphone.

 

Figure Out Where Your Time Goes

You only have 168 hours every week. Do you know how you are spending your time? For one week, a normal week, log in your time – yes, every time you check your email, every time you look at Facebook, every time you blog, etc. – and at the end of the week, total it up and see what you spend your time on. Evaluate that.

Here are some questions to ask:

  • How much is applicable to my goal(s)?
  • Do I need to reevaluate my goal(s) (time-invested v. time-spent)?
  • Am I underestimating how long tasks are taking?
  • Am I interrupted often?
  • Do I procrastinate?
  • Have I taken on more than I was originally hired to do?

 

Restructure Your Time

It’s not enough to recognize when you have a problem managing your tasks, you have to change the behavior. Start with one area – don’t try to change it all at one time. Schedule your important, high priority stuff first. Also, tackle the stuff you don’t want to do first. That always makes things easier!

 

Stop Wasting Time – The Time Wasters that Haunt Us

It’s bad enough our attention spans are now shorter than a goldfish. We are easily distracted and good at wasting time. Some of these time wasters are ones you wouldn’t think of, so have an open mind.

 

No. 1 – Email

How many times a day are you clicking over to your inbox or checking in on your phone? Stop checking this constantly. Set aside 2 or 3 times each day to check your email (unless there is something urgent you are expecting). For example, check it at 8am, 12pm, and 4pm – and ONLY at those 3 times. Also, organize your emails with tags, reminders, folders, etc. to make your inbox easier to decipher.

 

No. 2 – Multitaskingimg_0416

 

You would think this would be a time-saver, right? Wrong! This is a myth. It takes more time to switch between tasks. Studies have shown that after a mere 30 second interruption, it can take 5 minutes to get on track and research has shown that most workers switch tasks every 3 minutes (Kiz Adams, Terry PWC Conference Presentation). So that’s about 160 switches each day. Doing Kiz’s math from the conference, you can also see in the picture, 160x5min=800 minutes of lost productivity (13 hours). Her suggestion? “Batch” your tasks in 90 minute- 2 hour time segments. That’s about all your brain can handle at one continuous time. I’ve started doing this and I get more done.

 

No. 3 – Meetings

Plan meetings carefully and always have an agenda and focus. Do not just meet to meet.

 

No. 4 – Reports & Memos

Avoid any unnecessary narrative if possible and use bulletpoints. Charts and spreadsheets can get your point across quite effectively.

 

No. 5 – The Internet

I could write a novel here, as I’m sure you could Google this and find more articles than needed. Just be specific on what you are doing and have a time limit.

 

No. 6 – The Chatty Coworker

Fortunately for me, I’m the only one in my office. My chatty coworker is a dog who likes to bark at anything that moves outside the window. However, for those who do work in an office, if you can, just close the door or invite that person on a walk. If all else fails, just gently talk with person about their talkativeness.

 

No. 7 – The Boss that Gives You More and More and More

It’s great to have the vote of confidence from your boss that you are doing a good job and that they value your work. However, sometimes that can be taken advantage of when they pile stuff on your already-full plate. If this is you, kindly ask your boss to prioritize the new task(s) and ask yourself if you have to do this and if you have the skills. And if need be, you may have to talk with your boss and come up with another plan.

 

No. 8 – The Travel/Commute

If you are one of the ones who spend a good bit of time in your vehicle (or on a train or bus) getting to and from work each day, you know you have time to waste. This is the perfect opportunity to catch up via audiobook on some business books, or compose notes on your tablet or smartphone for a project. Maybe you can just use the time for some coveted “you” time (the moms everywhere are jealous).

 

No. 9 – Procrastination

I am so guilty of this. The advice Kiz gave was spot-on and I couldn’t have said it better. Just jump in. Do something to force your hand. Narrow your focus. Break things into 10-20 minutes segments. Most people procrastinate because they get overwhelmed thinking about everything that has to be done, that’s why breaking it up is a good way to start.

 

No. 10 – Perfection

Perfectionists are the worst. We will tinker with something just to get it right, wasting who knows how much time just to make sure we have the right font, or something is spaced right, or we have the right wording. Here is where we need to let go or just outsource.

 

Wrapping it all up, what can we do to help make our lives more manageable?

Wake up Early

Get up early in the morning and get going. Getting an early start always sets you ahead for the day and makes you feel like you’ve gotten something accomplished before the day really starts.

 

Do the highest priority/most important task first

Doing the most important task first usually takes the biggest weight off your shoulder for the entire day or week. Same can be said for the most dreaded task!

 

Be 100% focused on whatever you are doing at the moment.

It doesn’t matter if you are pushing your child on a swing or writing a business proposal, be 100% focused on the task at hand. Your child or partner will remember the undivided attention you gave them. You will also find when you are 100% focused on what you are doing, you’ll be more effective and efficient because there won’t be anything to distract you.

 

Learn to unplug and put the electronics up.

This is hard, but you just have to unplug at times. We can frequently go into information overload and working in social media, it happens more than I care to admit. When your business is 24/7/365, it’s hard to unplug but trust me, you just got to. Your eyes, mind and family will appreciate it. After a refreshing break, you’ll find yourself more focused and ready.

 

Just say “no”. And do not feel you have to explain why.

You do not have to agree to everything. There is not enough time in the day to be superwoman (or superman). Busy makes us feel important, when in reality it doesn’t. We choose to be busy. We think if we go on and on about what all we have to do, we will be perceived as being someone important. We have to prioritize what we do. It could be your children, your spouse or something else. When you do say no, unless specifically pressed, you do not have to explain your reason(s) why. It’s no one’s business but your own why you are declining something.

 

Realize that YOU are in charge.

Only you have the power to say yes and no. No one else speaks for you. Do not concede to putting it in someone else’s hands. You have more power than you think.

 

Draw the line and defend it.

Being a working mom, I have boundaries. You need to have boundaries too. You need to know what you will and won’t do and defend that. This could be time with your kids, ethical business situations, things that pertain to your religious beliefs. We all have lines we won’t cross and when tempted, we need to defend it. On the same lines, find your family time and defend it as well. If your family time is from 5-8pm, for example, do not take phone calls or work during that time. Sometimes that balance means turning clients down. Remember, if they want to work with you bad enough, they will work with you on this.

 

Last but not least…

 

Success is finite; aim for significance.

Success can be a new client or an award. Significance means you made a difference. We all want to have success, but that really only lasts so long. Aim for something that you will be remembered by. If you are too caught up in the everyday busyness of our lives, we’ll never achieve that long-term success (significance) we are looking for.

 

How are you working your life out? How are you managing it all?

 

 

The ME Marketing Top Posts - What You Loved in 2016

The ME Marketing Top Posts – What You Loved in 2016

Blogging took a backseat for me in 2016.

 

Now that you’ve picked your jaw up off the ground and recovered from shock that a successful social media professional admitted that she intentionally did not put a priority on blogging, let me explain.

 

Professionally, 2016 was an amazing year. We did a record amount of business, worked with some amazing clients, and did some beautiful work. However personally, 2016 sucked. Royally. The first six months was fine, but it all came to a screeching halt on June 16 when I experienced a deep personal loss that threw the next couple months into a tailspin.

 

Thus, writing on this blog took a backseat to the rest of my business as I prioritized what needed to be done. I love writing and I miss writing consistently. I know I need to get back into doing this (just like I need to get back into the gym – another thing I miss desperately). Life happens and sometimes you have to take a hard look at what truly makes your business tick and go from there.

 

As much as I love my blog and I appreciate each and every one of you that reads this, my blog does not make me money. My blog does not bring me business (that I know of). It’s my work product, work ethic, and word-of-mouth referrals that does. So when push came to shove and I had to make a choice, my beloved blog got pushed to the “when I get to it” list. Thank the good Lord I have my blessed assistant Jenn Hanford who contributes otherwise there wouldn’t be anything new sometimes!

 

Despite everything that has happened this year, we still had more pageviews this year than last and I have you to thank for that! I cannot thank you enough for supporting me and my business and this blog. Every Twitter share, Facebook like, Instagram like…I see them all and I sincerely thank you from the bottom of my heart.

 

That being said, let’s take a look at the 10 top posts published in 2016…

The Case for Social Media Marketing for Small Businesses

case for smm

This article came as a result of a statistic I had read that stated that the majority of small businesses base their social media success on the number of views a post gets. Intrigued, I went down the rabbit hole to find the source and this post was the result.

The 5 Best Resources for an Entrepreneur

The 5 Best Resources for a New Entrepreneur

This post, written by Jenn Hanford, gives any new or newish, entrepreneur five great resources to use when starting their own business.

Quit Being Desperate for Facebook Likes

Quit Being Desperate for Facebook Likes

This was a fun rant to write. It was inspired by a client email I had received where they were frustrated that a competitor was using some not-so-ethical means to gain Facebook likes.

Quality over Quantity a Trend for 2016? Are You Kidding Me?

Quality over Quantity a Trend for 2016- Are you kidding me-

Another rant post. I had read an article that stated a trend for 2016 was “quality over quantity.” Since this is something I have been preaching since day 1 of my business, I took a little offense.

3+ Easy Ways to Create Brand Awareness

3+ Easy Ways to Create Brand Awareness

In another popular post written by Jenn Hanford, she shares with us some easy ways new business owners can create brand awareness. And the best thing is that they’re free!

Social Media Tips from 3 Wise Southern Women Entrepreneurs

Social Media Tips from 3 Wise Southern women Entrepreneurs

One thing I have loved over the past couple years is being involved in The Southern C – a community of Southern women entrepreneurs. The community and camaraderie of these women is something I value and I have made many friendships through this group. We’ve all learned from each other and love watching each other grow. In this post, I interviewed three of these fabulous ladies.

A {Short} Beginners Guide to Instagram Strategy

A {Short} Beginner's Guide to Instagram Strategy

I love Instagram. In this post, I took the time to put together a short primer for those who want the Cliff Notes version.

21 Social Media Facts You Should Know Right Now

21 Social Media Facts You Should Know Right Now

I am a statistic nut. If you follow my business social accounts, you know barring the rare occasion I share one every Friday. In this post, I shared 21 social facts that I thought my fans and followers should know.

Digital Marketing Strategy 101 for Boring Brands

Digital Marketing Strategy

Jenn Hanford wrote this great piece that got a lot of traction in just two months because there are a lot of businesses who think themselves ‘boring’ – financial institutions, insurance, law firms, etc. In her post she gives us some fantastic ideas on how to lighten up your tone online so you can truly be effective.

… and #1

10 Marketing Facts You Need to Know Going into 2016

10 Marketing Facts for Your Business Going Into 2016

Another stat post and this one tops the list for the year. I started off 2016 with this post, sharing marketing facts that we could all use to start off our marketing plans on the right foot.

 

In 2017, I hope to get back to more consistent blogging, bringing valuable content to your inboxes each week. What was your favorite post on the ME Marketing blog this year? Share with us below! We’d love to know!

 

Preparing Your Social Media Strategy for 2017

Preparing Your Social Media Strategy for 2017

It’s never too early to start working on your social media strategy for next year (or next week or next month).

 

Recently, Buffer released their annual State of Social Media 2016 report after surveying over 1,200 marketers who mainly work with small to medium-sized businesses. To be honest, none of the results surprised me, they pretty much validated what I have been seeing over this past year not only with my own clients, but throughout the industry.

 

Social media has become a major component in any business’ marketing strategy. This shouldn’t be a business’ only form of marketing, but it should be a big part if that is where your market is.

 

The Buffer report spoke to three key takeaways, but two really stood out to me:

Video is about to peak.

Eighty-three percent of marketers said they’d like to create more video content if they didn’t have restraints such as time and resources. We also found that 30 percent of marketers are looking to spend more time focused on Facebook video in 2017, with 28 percent also looking to add YouTube to their marketing stack.”

Contrary to popular belief, no one has left Facebook and more businesses are investing in Facebook ads.

“Our report found that 93 percent of marketers use Facebook for their business and 91 percent have also invested in Facebook Ads. Despite the drop in organic reach on Facebook, 72 percent of respondents said their use of Facebook has stayed the same or increased over the past 12 months.”

 

I was excited to see these because it backs up what I’ve been suggesting to my clients about integrating video into their social strategies and confirms what I’ve been telling everyone about Facebook – people are still there! If anything, the 2016 US Presidential election was proof enough that people were still on Facebook!

 

Here are some highlights of the report –

 

85% of businesses are using social media for brand awareness.

Social media is a great way to promote your brand and get your message out. Through various ways (photos, videos, etc.) you can show you who are as a company and let your customers, both current and potential, get to know the people behind the brand as well.

reason1

91% of businesses have used Facebook ads.

I am a big believer in Facebook ads. If used correctly with the right targeting, Facebook ads can be the golden ticket for your business. With a percentage this high, this also means that businesses have accepted that in order for their posts to be seen on Facebook, they do have to invest in Facebook advertising (which is still much cheaper than traditional advertising!).

paid-ads

58% of businesses are still trying to figure out how to drive traffic to their website from social media.

Driving traffic to business’ websites was the biggest challenge businesses faced. However, with social media ads and the right strategy, this can be accomplished 😉 Next on the list was generating leads, which can be done through contests or an email marketing campaign.

challenges

93% of businesses currently use Facebook with their social media marketing.

Facebook by and far is the most popular platform to use by businesses with Twitter coming in a close second. However, I would caution businesses with this – only spend your time marketing your business on platforms your market is on. If your market is not on Facebook, there is no need for you to be there.

current-channels

58% of businesses plan to add video this next year, with 30% adding Facebook video.

Facebook video, especially Facebook Live is HOT. Native video uploaded to Facebook does much better than linking a YouTube or Vimeo video. I have several clients that we are planning Facebook Live events for this next year and campaigns around them. You will see a lot more of this in 2017. Jump on this before your competitors do.

channels-add

 

So there are the highlights of the state of social media for 2016. I’m not sure how 2017 will shape up. I know we will see more video, more of Facebook, and more ads (even though there’s more ad-blocking going on).

What do you see going on with social in 2017?

 

To see the entire State of Social Report from Buffer report, click here.

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