3 Social Media Pitfalls to Avoid in 2021
We thought our world was about as technology-forward as it could get… and then the pandemic hit. None of us could have predicted how isolating 2020 would be, and the world turned to social media to stay connected. Even before the pandemic, social media had been a crucial marketing tool. Now, hopefully the last lingering cynics have been convinced – social media marketing is here to stay, and it will only grow in significance. As we think about our business plans for 2021, we must consider the effects of this singularly strange year. 2020 has changed how we do business, and smart business owners will adapt accordingly. Take a look at these three pitfalls that you should avoid in 2021, and recommendations for what to do instead.
Don’t alienate your followers.
Social media is a crucial marketing tool, but you need to be smart about how you use it. If you post constant ads about your service, your followers will realize that your feed is just a long sales pitch, and they’re going to tune out. On that note, if you only post about how amazing your products are and how you’re better than everyone else, that’s also going to annoy your customers. Make your feed a mix! Post a fun photo of your team, a sale that you’re currently running, a positive review you received, a quote that inspired you, etc. The more personality and variety your account shows, the better the response you’ll receive.
Another important and common mistake is not interacting with your followers. Social media is not a vacuum – this is not traditional marketing, like putting an ad in a paper. If you’re doing something right, your posts will resonate with your followers and you’ll get some comments. This is a terrific sign, and you should do everything you can to encourage it. The worst thing you could do is not respond to your comments. Even if you get a negative comment, letting it stand with no response is not a good sign for any other consumer who sees it. A negative comment is your opportunity to fix it, and offer a gracious and sincere apology.
Don’t be tone deaf.
Social media has become the pulse of current events. 2020 brought serious upheaval that was heavily featured on feeds around the world, but social issues have been hashed out on social networks for many years now. It’s no longer acceptable for businesses to stay out of it, especially where Millennials and Gen Z are concerned. The younger generations are deeply tuned into current social events, and studies have shown that they choose to spend their money with companies that demonstrate efforts to get involved. Of course, you shouldn’t post about every single event. When in doubt, pick a few accounts you admire and see what issues they’re posting about. But it’s a mistake to pretend there’s nothing going on in the world and your community.
Don’t be inconsistent.
The biggest barrier for most organizations is the claim that social media is too time consuming. It certainly can be, but not if you’re using your time correctly. Especially if you’re just starting out, you should create a bulk batch of posts and schedule them out. This way you can mix up your posts easily and ensure you’re not repeating yourself, or forgetting to talk about a specific industry topic. Scheduling your content is an important step in making your social media posts more manageable. Being sporadic with your posts is a surefire way to get your followers to overlook your content. Your engagement will skyrocket with regular posts, and will take a serious plunge if you neglect your accounts.
Social media is constantly evolving, and last year truly proved to us that we can’t assume we know it’s full potential even now. Businesses must continue to adapt with the changes and savvy organizations will step up their game now, before they get left behind. If you’re not sure what strategic moves you should be making to increase your revenue, Brown Consulting is here to help. Contact us today to learn more!