Social media—nearly like water (or air) for digital marketing.
It’s required, yes. However, let’s be real and responsible and reasonable and clever about all of it.
Many aren’t (Ok, me too at times).
However, for the audience’s sake… please replace bad practices with good ones. So you could turn readers on, not off.
Here are things that you need to stop doing on social, with things to begin (or keep) doing.
1. Overusing hashtags
Sure, you need to be found on Twitter and Instagram. Who doesn’t? However, a little could go a long way with hashtags. So do not overdo them.
Why stop
Since you look spammy or desperate with too many (irrelevant) hashtags. Bots could like them and win your followers, however, the wrong type. Nobody meaningful will follow you with eight out of 10 words being hashtags.
Ugh.
Instead
Be deliberate with your hashtags. Conserve, too. Keep the concentrate on the message, not the hashy-spammy-tag. Just use one, maybe 2 or 3.
Great.
2. Jumping on every trend
Too many people want to look like everyone else, by doing what’s hot at the moment. This comes off as trendy and thoughtless.
Why stop
Since you look foolish when jumping on the buzz-bandwagon for a hot subject, rather than being relevant.
Instead
Add value, not noise.
Before hitting the publish button, ask yourself, ‘Will the boss of my company feel I am continuing a worthwhile dialog with this post, share, or comment?’ No? Then, onward to something else that will.
3. Oversharing
Sharing is caring. Except when it isn’t.
Why stop
Since you look silly, phony, and pretentious when sharing pics of your breakfast or removed tonsils.
Instead
Keep in mind that your brand is a public figure. Sure, be entertaining, intelligent, and bold. As long as you are skilled, helpful, and savvy about what you post for your intended audience.
4. Posting the same message across channels
Of course, we are all busy. Digital entrepreneurs included. However, there are greater methods to save time than blindly publishing the same message across Instagram Twitter, Facebook, Pinterest, Snapchat,… you get the idea.
Why stop
Since you look lazy, perhaps even foolish, when pushing the same exact message across those various channels. Different networks help different content material (and different audiences, too). Your followers across these channels will get bored (and annoyed) seeing the same factor again and again.
Instead
Build and use a distributed content material strategy to make unique messages (like we do at Hootsuite). Your model will present up as real and fascinating for those sacred eyeballs you have spent time winning. Don’t lose them now with a diluted, overly-repeated message.
Unsure what to post on social media? Here are 10 ideas.
5. Not responding to your audience
Promote, promote, promote. In other words… you share something, somebody responds… crickets… Then you share something else.
Versus… you share, they reply, you reply back (perhaps a few times with that cycle).
Why stop
Because it’s not all about you. Again, social media is a two-way conversation. Not a one-way megaphone. Otherwise, digital is faceless, darkish, and chilly. And so becomes your brand.
If you walk by somebody on the street, and they say ‘hey’, do you ignore and keep strolling? Yeah, did not think so.
Instead
Plan talk-time into your posting schedule. Ask questions, encourage them to share feedback, respond in type, and follow up… with everybody. Be a friendly brand. Somebody others want to hang with (and buy from).
Twitter polls work well. They are simple to create and simple to reply to.
6. Keeping your social account private
Was widespread to nab a branded deal with, then keep it to yourself. It still is too widespread. When you have got it, use it.
Why stop
Are you lazy? Hiding something? Is social media even worth it? Because that is what your followers may think when you keep your accounts under wraps.
(Too) many people will find out that your channels are inactive. An easy Google search could reveal this. They will go ‘hmmmm’. Better they go ‘wow’. So then…
Instead
Buy, register… and use all of your social media accounts.
Got an account that isn’t quite ready for prime time? Fine. Publish an update that you will be online shortly.
An easy, “Thanks for following us. We will be in your digital face soon. Promise.” (or something like that) does wonders for keeping people.
7. Automating thank-yous
Used to be, ‘thanks’ meant something, and felt good to receive. Nowadays… it’s usually something else, not so particular.
Why stop
Because if you automate, you show up as impersonal. Like being a subscription member you did not ask for.
Plus, who desires to reply to a bot? Otherwise—why use social media at all?
Instead
Remove the ‘im’, leave the ‘personal’ for your social media behaviors. Dig a bit into followers’ profiles. Share something common between you two.
Too many followers to do this much leg work? Ok… however, keep in mind, it’s less about volume, more about quality. There is more you could do to know more about who.
8. Posting for posting’s sake
Hey, I get it. I have been guilty of posting something and everything. That was years ago. No more, any more.
Why stop
Since you look like a posting machine, not a thoughtful brand. People get bored, tired, and irritated once you publish stuff that just does not matter.
It’s a terrific method to get fans to click on the ‘unfollow’ button.
Instead
Know your audience, write and publish what they want. It’s that easy.
9. Deleting negative reviews
Not. Good. At. All.
Countries could censor the internet. But not you.
Why stop
Because people will not believe you—a digital dictator that censors dissenting opinions.
Instead
Embrace the negative. Use it to do (and become) better.
There’ll always be people who do not like what you do, say or sell. So what. Do what you could and do not delete a real and natural dialog. Do not go dark either. Deal with it. People are waiting to see how.
Whole Foods showed up versus hiding out.
Those bunk mission statements in the halls, on the walls? Noise.
Let’s see what you are really made of. How are you going to show up now? It is a golden moment.
10. Posting rather than talking
Most firms concentrate on publishing versus having conversations.
Why cease
Because if you publish, and only publish, you keep your distance from the audience. How are you going to get to know each other once you keep it all one-way
Instead
Change your focus. Obsess less on keeping your social streams fresh, and more about having conversations with suitable people. Engagement > self-promotion.
Bonus tips
A list of honorable mentions worth your attention.
- Worry less about the number of followers, more about quality. Again, conversations.
- Ditch platforms you do not like, otherwise, you’ll hate them. You should not be everywhere.
- Do not publish about sex, politics, or religion. Unless you write about sex, politics, or religion. Otherwise, you will alienate half your followers.
- Don’t share only other’s stuff. Tough to be you-nique without publishing a few of your own content material.
- Do not share only your stuff. So you will not be that person.
- Stop auto-posting the same message 5 times a day. Talk about me-me-me.
- Don’t buy likes or followers. Inflated followers = less meaningful ones. Develop them over time and rigor.
- Do not use auto DMs on Twitter. You will come across as fake and flake.
- And 5+ more don’t-dos you could see
Let’s give this article some perspective.
Go to the top. Scroll gently down the screen, while noticing principally the headers. Take in all of the methods how one (not you, though) could behave poorly on social.
That is tempting, I know.
Like putting a double-cooked chocolate croissant with nuts and icing spelling out ‘do not eat this’above your keyboard.
However, if you want real people to truly care, share, and buy, then do not do it.
And… know you aren’t alone.