Social media has been the whipping boy of digital marketing for quite some time. It has been used, abused, and disregarded for far too long. But marketers mistreat social media at their own peril.
Be kind to social media. Use it as it was intended to be used. Only then can you look to shape it to your advantage.
Here are 4 things you should not be doing:
- Treating Social Media as Your Marketing Slave
Before you even think about marketing, lead generation, and everything else you don’t yet deserve, remember why the vast majority use social media – to socialize. You could quote a plethora of marketing metrics, but socializing is perma-fixed as the social media raison d’être. As marketers, we’re clearly intruding.
- Thinking that having a Company Account Qualifies You as having a “Social Media Campaign”
You created some profiles for your business. Well done. Take a bow. But think again if you reckon that customers share the same admiration of your shiny logo on Twitter or Google Plus. Vanity has no place on the commerce side of social.
Having a brand presence is great, but that’s the easy part. Understanding the strange dynamics and the intricacies of interaction on social media is the tricky next stage. Accomplish this understanding, however, and the social realm is yours.
- #Relentlessly #Abusing #Hashtags
Hashtags now scream “I’m marketing to you!” or “I’m desperate to be found!” Have confidence in yourself. Words are more than enough if you have something worthwhile to say. Be Smart. Be clever or funny. Hashtags are great for summarizing an update. Done well, they fire synapses and make brains tingle. Truly memorable marketing.
- Promising Much but Delivering Little
Attempting to go viral is trending. Social shares are highly prized, and click-through rates have become a dangerous measure of success. A high CTR may go down as a victory for the display team, but if the content within doesn’t do the cover justice, the whole piece can do more harm than good.