Nicola Moras (main photo) is an online visibility expert and author of Visible, a guide for business owners on how to generate financial results from social media and digital marketing. In this guest post, Moras offers her top tips to avoid social media fails…
We all know that the best way to ‘be out there’ these days is to be on social media – after all, all publicity is good publicity, right? Not so much. We’ve even seen platforms take a huge hit when they’ve misused their platforms without realising the negative impact that a misguided post can take.
Take SnapChat for instance in 2018 when they had an ad for “Would you rather” game featuring “slap Rihanna” or “punch Chris Brown” sneak through their approval criteria resulting in a call-out on Instagram by Rihanna saying how terrible it was for this to happen. This ended up costing Snapchat to lose reportedly $800 million due to stock drops and users leaving the platform in droves.
In business you can’t afford to allow attention to detail fall by the wayside in an effort capitalise on the sales that can be made online. Here are seven main mistakes that businesses need to avoid:
Failing to plan
What is that your organisation needs or wants to get out of social media? With many businesses investing resources into the growth of their social media accounts, it’s crucial to know what the measurables are that you need to make it worthwhile.
Create a plan and then stick to the plan.
The fastest thing that will kill your engagement, your interactions and then your sales is being boring. The best thing that you can do here, is to make sure that you are using different mediums to communicate your message. Even in traditionally ‘dry’ businesses, make an effort to create images that will capture and engage people.
Most of all, don’t do the same thing that anyone else in your industry is doing on social media as you’ll end up looking the same by default and thus becoming boring.
If you’ve got someone else managing your business’ social media, they need to be apprised of the goals and the guidelines of the account management and also the brand management. All it takes is a disgruntled social media manager to wreak havoc across the internet in a matter of seconds. The Snapchat fail mentioned above could very easily have been done by someone posting the same thing on a social media account without thinking about the possible implications of that post.
Your audience wants to hear from your regularly and posting every now and again isn’t going to cut it. Aim to post regular, value filled content regularly (at least daily).
Where’s the money?
You’re in business to make money, so you need to find a way to use social media to make money. With half of the planet on social media and multi-trillions of dollars being spent in the ecommerce sector, you must find a way to monetise your social platforms. From promoting your service to promoting the services of others for a fee, there are many ways of generating a return on the time, money and effort that gets poured into the social media accounts of business owners.
Safety net? What safety net?
We see businesses disappear overnight ‘in real life’ and it can be the same online. It’s a big risk to have the only means of communicating with your audience based through social media. Business accounts and personal accounts alike, are at the mercy of the social media platforms in the sense that businesses do not own the ‘likes’ or ‘fans’ that attached to the business account, and if your business is seen to be operating ‘outside of community guidelines’ your whole account can be shut down in seconds.
Create a safety net by legally obtaining information (name and email address) of as many people who are following you as you can. You ask for this information in exchange for sending them something that will help them. For instance, invite people to sign up for a free short course, a sample, discount voucher or audio series. Keep their details in a system that will allow you to also email them regularly. You have the added benefit of being in their email inboxes as well as in their social media feeds.
Should your social media account or page ever get shut down, you have created a safety net for your business, as you can continue to email them.
Don’t be wishy washy
Have an opinion and be prepared to back it up, based on the values of your organisastion. For example, Red Bull shows their values of fun, adrenalin and pushing the boundaries with everything that goes up on their accounts.
If your organisation is not willing to stand up for what it believes, it can undermine the trust that you’ve been painstakingly building over time.
Most of all, make sure that your business has a plan and a strategy for capitalising on the world of digital is growing on a daily basis.
Please login with linkedin to commentNicola Moras
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]
In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]
Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]
Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]
Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]
TRENDii has announced TRENDii Ads, a new contextual advertising solution that leverages content and context to promote eCommerce products at scale around the world. TRENDii Ads is user privacy friendly and offers a new way for businesses and brands to target consumers at the moment that they are most inspired to shop. “We believe good […]
ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]