Social Media is a large portion of our everyday lives. Twitter has 58M tweets being sent per day. That is 9,100 tweets happening every second. Instagram has over 300M user accounts posting 3,600 new photos during every minute of everyday. Facebook has over 680,000 pieces of content shared every minute. We are in the age of information overload! Erik Qualman was quoted as saying, “We don’t have a choice on whether we DO social media, the question is how well we DO it.”
Social Media can be very powerful for marketing, growing your fans/follower base, and being sought after as the industry expert in your field. However, the content posted must align with your company ethics, policies, brand, etc., in order to be effective. So, what is the biggest mistake in the Social Media marketing? I find the biggest mistake with small businesses is that they have one social media platform that they use for both personal and business.
I will use the Skinny Girl franchise as an example. Bethenny Frankel built Skinny Girl’s brand as the foul-mouthed leading housewife on Bravo’s “Real Housewives of NYC.” Her brand was based on her personality and therefore, when she posts content that contains explicit gestures and foul language no one bats an eye. The company was founded and is represented by her personality. For this brand… this works.
That type of content would not work for most companies and most large brands. I advise my clients to veer away from anything political or religious unless they are affiliated within the religious or political field. I urge them to double check what they are sharing to ensure that none of the items would offend their customers (even user names can be offensive.) This advice seems so basic, but when you have several people posting on your company’s social media account, your employees may not understand the difference between posts appropriate for their own social media vs. your company’s.
What does work for your company’s Social Media? I would love to share that with you! In fact, I have put together a complete Social Media guide that goes over content that goes viral and why. I have spent hours researching Social Media content and agonizing over analytics to see what works and what doesn’t work with marketing. I have taken all of this data, the do’s and don’ts, and condensed it into a 4-hour presentation that I bring to you during a Lunch and Learn. If you feel that your Social Media is not producing a positive impact for your business, please reach out to Brand X Consultants for a Social Media consultation!