You don’t need me to tell you there’s a lot going on right now. If looking after your company’s social media is just one of your many jobs, it’s easy for it to slip down the to-do list and when that happens, mistakes slip through the cracks.

Let’s look at some of the common mistakes businesses make on social media and how you can avoid them:

Not joining the conversation

It’s simple but this can make a huge difference to your brand. Social media has never been about broadcasting, it’s been about connecting and conversing. Don’t ignore what people are saying to you and don’t ignore the conversations happening relevant to you. Show your appreciation to the people who have spent the time leaving you a message, show that you’re listening to what people have to say. Even a small amount of interaction can go a long way to increase loyalty among customers.

Not monitoring conversations

If you’re not monitoring what people are saying about you online you’re either missing out on great opportunities to engage with customers or you’re missing out on potential trouble brewing. Trouble is the last thing you want and monitoring is key to cutting trouble off before it blows up. This might mean monitoring on channels you’re not even on. Set up Google alerts and saved searches to save you time. The more you monitor and listen to conversations, the better you’ll understand your audience.

Not trying something new

There’s no such thing as normal anymore, so why stick to doing things the way you’ve always done it? You have a great opportunity to experiment, take risks and try new things. If you’re not trying something new on social media, there’s a really good chance you’ll be left behind. Every other organisation is having to up their game, pivot and up-skill staff. So what are you doing to stand out? Remember: The risk is a lot lower than you might think. If it doesn’t perform well, just give something else a go.

Not offering something of value

These days, everyone has a lot going on. Their time is more valuable than ever (just like yours is) so if you want them to engage with your content, give them something different and something of value. Now maybe isn’t the time for the hard sell. Instead, share heart-warming stories or funny jokes, post useful tips and ideas or teach them something new. Look for ways you can distract people for a little while and they’re more likely to stick around your channel for longer.

Not making your content accessible

There are millions of people online you might be excluding from your content because it’s not been designed to be accessible. This is a mistake even large, international companies make again and again. There are a few simple things to do to ensure everyone can engage with your content. For starters, videos need subtitles, images need alt text and copy needs to be simple. There’s so much more you can do, to increase accessibility of your channels. This guide from the Local Government Association is a good place to start.

---

Got any other examples of common mistakes that you’ve seen or have any questions? Let me know in the comments below.

Looking for more digital marketing advice for your business or charity? Get in touch for bespoke support.