Connor Brooke
Over 75% of adults online are using Facebook and over half use other Social Media sites. Social Media is a powerful tool for businesses to use to reach more people and get their message out to a large audience of potential consumers.
Additionally, 97% of consumers report that Social Media affects their purchasing decisions. If you aren’t conveying the right image or message your business could be missing out.
Are you using your Social Sites effectively and appropriately?
Hootsuite asked their Social followers what brands did that annoyed them most on the Social Sites. The top two things that were most consistently mentioned were businesses that focused on over promotion of their products/services and companies that tried to be the “cool” kids.
However, in addition to those two things, there are a few more behaviors that elicit a negative response. Here are 4 things that businesses need to stop doing right now.
1.Way Too Much Self-Promotion
Most smaller to medium sized businesses do not have a dedicated Social Media Manager. Usually this job falls upon one of the other employees or maybe even the business owner. And, let’s face it, the employee and the owner have other jobs to do, like run the business.
Which usually means that updates are not planned or thought out and usually consist of a sales message or random company special or sale. Once they update their Social Sites they move on to running their business.
Studies have shown that businesses are sending 23 promotional messages for every one response it gives to its consumers.
2. Too Cool for School
Another thing businesses do to reach their audience is using cultural references, trending news stories, memes, slang, etc. This approach is more relatable and adds a more personal connection and can work great.
However, if it is not done correctly, or overdone, it can damage your brand. Users are easily annoyed and if they feel strongly about the content you are posting or you look like you are trying to capitalize on something that has nothing to do with your business or brand it can anger your followers.
That doesn’t mean you should avoid posting these items, just post related items that fit your business’ voice. Instead of trying to ‘be’ the conversation, join in the conversation.
3. Showing Up if You Have the Time
There are a myriad of reasons not posting updates consistently will hurt your brand, most specifically on Facebook. The main reason is the Facebook Algorithm. If you post updates when you have the time or when you think of it, or when you have a sales promotion, your updates are not likely to get in front of many people.
The Facebook Algorithm uses the consistency of updates as a measure for whether or not your updates show in your followers’ News Feeds. In addition to the content and engagement of your updates. The more you update, the more content there is to view, the more potential there is for engagement. All of which ensures your updates will typically get out in front of more people and show in more News Feeds.
4. Customer Service Falls Flat
Sprout Social surveyed 1,000 consumers about what their top choice for customer care would be and 90% said they have used the Social sites to communicate with a brand. Additionally, consumers tend to reach out on Social Media when they have a problem with a product/service before any other method of communication, including phone and email.
The study also found that 73% of people have had a negative experience with a business on Social Media. 36% of people have used Social Media to shame a company for poor service and 30% of people have gone to a competitor if they do not get a response from the business.
On the other hand, businesses that respond to their customers and provide good customer service have great results. 75% of respondents said they would share a good experience on Social Media and 70% would be more likely to use the product or service.
If your business is serious about using Social Media to grow referrals, increase customers and generate revenue it’s time to rethink your strategy and implement a
This article was written for Business 2 Community by Connor Brooke.
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Great article. I’ll definitely share it with my followers and clients. Every business owner should read this before they start their social media marketing.