By now, we all know that social media is here to stay. We have seen some platforms come and go, but no matter what comes next, you can bet we are going to stay connected as a culture. How many people do you know who check their Facebook or Twitter feed before they even get out of bed in the morning? Maybe you’re one of them! Either way, it’s pretty clear that people truly love social media. With a culture that is so connected and willing to share, businesses and organizations can see that social media is more than just selfies, baby pictures, and Instagrams of breakfast food. There is huge potential to engage with new audiences, and some groups have found their niche. But for every group that is connected, there may be 50 more who are struggling to make it work. To avoid being one of them, take a look at these five common mistakes that businesses and organizations make when they are trying to find their social media niche.
“If you build it, they will come.”
Just because you have an account for your business does not mean the public or your customers are going to find you and engage with you. Content is key. Start a conversation that’s relevant and worthwhile to spark your customers’ interest, and then they will come back for more.
Starting without a plan.
Social media is very accessible and very easy to get started, but it does require strategy and effort in order to pay off. For a business or organization, your social media accounts serve as marketing tools, and they need to be respected. You wouldn’t start a TV advertising campaign and think up a new message every morning. You would have a plan laid out from the start! Having a strategy in place will also help you know when you’re achieving your social media goals, and when things just aren’t working.
Not knowing your audience.
The goal of social media for businesses is to engage with their audience in new ways. This means you need to know your audience. Who are they, and what do they want to talk about? Keep the message on topic and keep it relevant to your brand and your business goals.
Not having a conversation.
Posting every day is great for consistency, but it’s not worth the time if you’re speaking to an empty room. Does anyone like or comment on the content you share? If the answer is no, you’re not resonating with your audience. It’s time to rethink your strategy.
Getting stuck in a rut. / Not evolving over time.
Many businesses try to create a “social media formula” to make consistent posting to their networks a manageable task. They may be great about posting regularly, but the content starts to get stale. It’s important to evolve and keep it fresh, making sure you’re tuned in to what your followers want to talk about. Social media is not just about being out there. It is about being present in the conversation and engaging with people in new ways. Learn about your audience, start with a plan, and find your niche. When you begin to thoughtfully and strategically cultivate your business’s social media networks, you never know what amazing things you will discover.