As savvy women business leaders and entrepreneurs, we know that social media is here to stay. It is no longer a trendy way to engage customers but rather an essential component of any sound communications strategy. New media thought leaders like Brain Solis believe that if businesses are not embracing “disruptive” technology they will be left behind.
Here’s a list of some common social media mistakes to avoid that I’ve condensed from an article written by Brian:
- Showing up isn’t enough
Customers and prospects are busy, connected and interacting with everybody but you today. This requires an engagement program — that is, a plan for using social media to meet goals — that extends beyond the typical marketing of “follow us on Twitter” or “Like us on Facebook.”
- You can’t be everywhere, nor should you
Many entrepreneurs are excited about technology and they overextend themselves because they want to be part of the latest trend. The key is to only be where your customers, prospects and those who influence them are.
- Authenticity and transparency are nothing without a connection
The two magical ingredients to a successful social media effort are: authenticity and transparency. However, without delivering value, conveying a meaningful mission and vision, or establishing a connect-worthy presence, authenticity and transparency have nothing to reinforce.
- Talking to people isn’t a business strategy
Some people run effective social media programs by listening instead of actually saying anything. But no matter if you converse with customers or not, you must have a purpose before you can engage. Don’t get caught up in only replying to brand mentions. Your real opportunity is to also engage and convert those people not already talking about you.
- Keep your core customers tuned in
Companies believe that uploading a video to YouTube is the key to anything going viral. What they don’t know is 48 hours of video is uploaded every minute to YouTube. The chance of your video going viral naturally is basically nil. Remember, going viral only counts if it impacts your brand. If it creates lift, leaves an imprint or if it drives action or outcomes, that’s when you’re going viral.
As the owner of a strategic communications firm, I agree with Brian’s comments above. I also believe that as this medium becomes more sophisticated … so should your business approach. For more on social media strategies, see my blog “7 Social Media Tips for Women Business Leaders from 7 Experts.”