30/07/2020
1. Posting just to post
Social media is meant to be an ongoing and engaging conversation, so if you don’t have anything important to say, don’t say it! If you don’t feel inspired to share something, don’t share it. Period. Content that is forced usually feels fake and unauthentic.
Plus, posting just to post does the opposite of what you hope it will do. A lot of people feel like they have to post constantly just to stay relevant. In reality, you tarnish your brand and dampen your engagement rates when you post low-quality content.
Key takeaway: Be intentional with every piece of content you post and operate from a well-thought-out strategy. Plan your content ahead of time so you’re not having to rely on daily spurts of authentic inspiration to post. Create a content calendar and always ask yourself if you’d actually stop scrolling through your feed to watch/see/read what you’re about to post.
2. Rigidly sticking to your “agenda”
There are two reasons why this is a huge mistake. First, you are crippling your creativity. What if you get one of those hits of inspiration about something timely that you want to share but then realize, “oh wait, my next post has to be a quote so I have to wait to share this.” This takes from the magic of real-time sharing on social media, interrupts the creative flow and restricts your content distribution. Secondly, this means you aren’t paying attention to what actually matters, your audience! Make decisions based on your results, and always testing new and different ways to engage your audience so they get bored and fall off.
Key takeaway: Focus on what actually matters to your audience, not you. Test, measure, learn, repeat. Let go of your rigid agenda and give your people what they want.
3. Too much product promotion, not enough social media marketing
It’s true that sometimes your audience doesn’t always know what they want, and they could totally want your product or service. However, you are going to completely turn them off if you’re constantly promoting and selling to them.
There are two ways you can cultivate trust with your audience. First, let them in. Let them see the real, human parts of your brand. Be transparent and share your raw, authentic self with them. This will build a connection, and connection creates trust.
Key takeaway: Your ratio of product promotion to value-driven content should be something like 1:4, so for every four pieces of entertaining, valuable content, you have one post promoting your product or service.
4. Lack of brand consistency
What is your unique brand essence? Does it shine through all of your content? Is there consistency in all of your content? If you want to build and sustain a powerful brand, you must focus on brand consistency. Let me be clear. Consistency does not mean monotony. Don’t put out the same piece of content over and over. And don't copy the format and style of other brands. If you don’t own and execute your unique brand essence in every piece of social media marketing content you create.
Consistency also means to consistently put out content and keep your promises. For example, if you say that there will be a new Facebook post every week, there better be a new Facebook post released every week. This creates trust and credibility with your audience and lets them know they can count on you to deliver.
Key takeaway: Be consistent in your social media marketing efforts because consistency compounds and creates powerful, sustainable brands.
Credit : https://www.entrepreneur.com/article/338303
