On this series of posts I am identifying social media mistakes business owners make and offering a recommended fix. Scroll to the bottom to check previous posts.
Mistake - Your posts are not consistent with your branding. It happens to too many unsuspecting business owners. You start posting on social media and your branding goes out the window. I am not talking about your logo or tagline, (although it is important to utilize them consistently) I am talking about the experience you want your customers/followers to have when interacting with your company.
What type of tone do you use in your current marketing materials, what about on your website or in your personal interactions? Your social media posts need to enhance your brand, not contradict it.
Nobody is going to blink an eye if Paris Hilton posts scantily-clad photos of herself out on the town. It is expected and that is why she gets paid large appearance fees. If she started posting photos of herself going to church (and she may privately be a very religious person who goes to church regularly) it would probably hurt the brand she has created of a fun-loving party girl.
I am very “to the point” as part of my brand. I am not likely to post a Happy Thanksgiving or Merry Christmas message on social media. My theory is, the people I really know understand that of course I am wishing them a happy day and I have too much respect for the rest of my followers to waste their time looking at my generic Happy Whatever Day when everyone else they follow feels the need to do it.
I am also not about to like or favorite your posts. Why? Because it does not help your business in any way. If I am going to bother to interact with your post it will be a share or a retweet. Why? So my followers might actually see your post and choose to interact with you. Part of my brand is to promote my friends and business associates.
That is all part of MY brand. You might want to publicly acknowledge every holiday via social media. You may like hundreds of posts each day. There is not a right answer here. It is your brand, decide what you want it to be and be consistent.
Take a few minutes to write down some “ground rules” for your social media posts that are in keeping with your brand. Will you use hashtags? How many? Will you use text abbreviations? Are your posts generally uplifting? Are you a little off color?
It is even more important to have written ground rules when outsourcing your social media. I have a new social media client that has a very different professional voice than mine. I shared a post on her Facebook page with a comment and she was quick to go back and edit my comment because it was too direct. That was exactly what you should do if you see a post off-brand on your feed.
I am writing several posts for her that can be reused indefinitely. I am sending them to her first to edit in her own voice so I can better match it in the future. Do not be afraid to tell your social media person that they need to pay more attention to the details of your brand. If they are unwilling or unable (after a reasonable amount of time) you need to get a new social media person.
My new client likes to share humorous photos and links. I found one that was funny, yet could be interpreted as kind of mean. I sent her the link first to see if she felt it fit her brand. Now because of her feedback I have a clearer picture of what I can share on her business pages.
It is okay to have fun with social media. Take a few minutes to make sure your social media is accurately portraying your business.
Come back again next time. I will have another mistake; and another solution.
Until next time...
Have a great day,
Susanne
To effectively market your business, you need to have a plan and stay true to your brand. Sign up for Stop the Social Media Madness online training today.
Biggest Social Media Mistakes Business Owners Make - Part 1
Biggest Social Media Mistakes Business Owners Make - Part 2
Biggest Social Media Mistakes Business Owners Make - Part 3
Biggest Social Media Mistakes Business Owners Make - Part 4
Biggest Social Media Mistakes Business Owners Make - Part 5
Biggest Social Media Mistakes Business Owners Make - Part 6
Biggest Social Media Mistakes Business Owners Make - Part 7
Biggest Social Media Mistakes Business Owners Make - Part 8
Biggest Social Media Mistakes Business Owners Make - Part 9
Biggest Social Media Mistakes Business Owners Make - Part 10
Biggest Social Media Mistakes Business Owners Make - Part 11
Biggest Social Media Mistakes Business Owners Make - Part 12
Biggest Social Media Mistakes Business Owners Make - Part 13