siliconindia | | AUGUST 20219It's a mistake to think that social media is only for the younger generation. If the business targets older people, social media is still an excellent platformcon the business. Unless these followers ultimately become customers, the social media marketing strategy isn't a suc-cess yet.4. FAILURE TO ENGAGEThe unique thing about social media is that it provides busi-nesses an opportunity to establish a relationship with the target audiences. It's not a one-way street and like other ad-vertising platforms like television and radio. In social media, the audiences can post a comment, like a post, and share the content. The business also has a chance to respond to the comment and interact with the people. They may also send a direct message, and it would be great to have a quick re-sponse. The lack of engagement could be detrimental to the marketing efforts. These people might think that the business doesn't care about them.5. MAKING IT ABOUT THE BUSINESS ALL THE TIME It's also a mistake to always make it about the business. The content shouldn't always focus on advertising the products and services sold. There should also be attention given to what the audiences want to hear. Speaking their language is crucial. Responding to social issues, current events, and rel-evant information would also be helpful. Again, the goal is to have a meaningful interaction. It's not always about sell-ing the products. Otherwise, these audiences might look for other pages to follow.6. RELYING ON AUTOMATIONWhile automation is a common feature of social media plat-forms, businesses shouldn't rely on them. It wouldn't be great to always post automatic content on social media ac-counts. It's also a problem if no human interaction happens. If there are direct messages, someone from the team should respond to the person right away. Social media is all about interaction, and the lack of it will turn off many people.6. FAILURE TO ESTABLISH A SOCIAL MEDIA POLICYSocial media platforms have a general community policy. However, they also allow individual pages to determine the policies to apply to their accounts. Not having one could be terrible. People who decided to follow the page should un-derstand that there are rules to follow. Failure to do so could kick them out of the interaction. In most cases, it's important to censor sexist, racist, offensive, and sexually suggestive comments. The business should be inclusive, and discrimi-natory language has no place. People who follow the page and leave comments should understand these rules. They also need to have a reminder about the policy to follow and the potential consequences for not doing so. The people on the team who manage the social media accounts should also understand these policies. They have to adhere to what the business decided to set. Other-wise, the company will sound hypocritical. It requires the followers to obey certain rules, but it doesn't do the same.THE CONSEQUENCES OF COMMITTING THESE MISTAKESWhen the business decides to advertise using social media platforms, it's a representation of the company. Never allow the business to be humiliated because of terrible online inter-actions. It's quite common even among established brands because of people who have access to the official social media page. They forget that the account is only for offi-cial transactions and shouldn't be for personal interactions. Sometimes, the person handling the account becomes too emotional and forget to consider what's best for the brand. The point is that even if there are unwanted interactions and followers with a bad attitude, diplomacy should prevail. Once the followers felt that the business isn't serious, they will leave and look for other brands to patronize. Some of them might not even come back.ASKING FOR HELP IN SOCIAL MEDIA BRAND MANAGEMENT Maintaining a social media account isn't easy. It's even more difficult if the business intends to use different platforms for advertising. The good thing is that there are agencies that can help with social media brand management. They know what to do so the company can maximize the use of social media marketing. Again, it doesn't guarantee success, but it would be great to receive help from experts. They understand the platform as well, and they also tried different strategies to boost businesses.
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