The Do's and Don'ts of Social Media Marketing

The world of social media marketing can be a difficult one to navigate.

With so many different platforms available – Facebook, Twitter, Instagram, LinkedIn – the idea of managing all of them can make your head spin!

But not to worry, I’ve broken it down and come up with the essential Do’s and Don’ts of effectively using social media in your digital marketing strategy.

Do: Repurpose content to save time

You undoubtedly work hard to generate unique, engaging content for your audience. Repurposing that content has a ton of benefits that go farther than just saving you time. Reformat your content in different ways to reach different audiences. Maybe some like receiving information via Facebook Live, while others prefer downloading an e-book. Repurposing also gives you the chance to bring back well-performing posts that followers may have forgotten about or have never seen before, but would benefit from seeing again.

Don’t: Bombard followers with irrelevant content

Be careful not to cross the line to SPAMMER territory. You want to give your followers a wide array of content in various forms, but don’t post just for the purpose of posting. Your audience follows you because you give them something they cannot find elsewhere. They trust your judgement. The minute you begin bombing them with irrelevant content is the moment you begin to disassociate yourself with them. Share often, but be thoughtful with it.

Do: Use different media types

I touched on this a bit already, but switching up your types of media is a great way to keep your posts fresh, engaging, and visually appealing. Some users prefer straight-forward text, while some prefer visual infographics or large, bold images and colours. Using only one type of media can isolate groups of followers and drive them away from your page.

Don’t: Use the same media type if it’s not working!

Trial and error is great, and mixing up your media works great to reach different types of audiences and their preferences. However, if you see that one particular type of post just isn’t working, than drop it! You can’t force a square into a circle. See what’s working and stick with it.

Do: Interact with audience

Engagement is key in social media marketing. Your followers comment on your posts because something about it has reached them on an emotional level. They don’t like, comment or share simply for the fun of it. They do it hoping that the time invested in interaction results in something, be it influencing a friend, a reaction from the brand, or showing their support.

Don’t: Ignore them when you don’t like what they’re saying

Ignoring an angry follower is a social media no-no! Dealing with someone who is unhappy with your brand isn’t going to be the highlight of your day, but it’s crucial to your business. Ignoring confrontational comments can give the impression that you don’t care about your followers’ opinions or that you’re trying to run away from the problem. When a user leaves a nasty comment remember first to stay calm. Respond by addressing their concern with an open mind and offering to get in contact with them via direct message or by email. If you find a follower acting out more aggressively, however, you may want to block their account after failed attempts at constructive communication.

Do: Show your company’s personality

You have your own one-of-a-kind personality, so your business should, too! Don’t shy away from letting your uniqueness shine through on social media. If there’s one thing that doesn’t stand out in today’s dog-eat-dog world, it’s bland, cookie-cutter posts that don’t resonate with anybody. Your followers are people, too, and will appreciate when you show them a bit of your identity.

Don’t: Copy anyone else’s channel

Don’t get me wrong. I often look at other business’ social media channels to get ideas, be inspired, and see what’s working for them and not. Market research is part of being a smart business-owner, afterall! But don’t fall into the trap of copy-cating. Differentiating yourself is key to the success of your business, so if a potential customer can’t tell the difference between your brand and another, you’ve already lost. Take inspiration, then use that inspiration to direct you on your own path.

Do: Use analytics

Metrics tools are there for a reason. Use them! Most social media channels have built-in analytics tools that provide channel owners with a wealth of information about their users and their interaction with your content. From information on demographics, reach, impressions and types of media that resonates with your followers, these tools are meant to maximize your impact and get the best results for your business.

Don’t: Post when you feel like it

11:00pm Friday night may be the most convenient time for you to post, but it may not be the best time if you want your followers to see it. The internet is a fast-paced, ever-changing place, and sharing content at peak times is imperative to reaching your audience and engaging in conversation.

There you have it! The world of social media marketing can be a complicated one to navigate, but if you take the right precautions, it can be a vital tool to your business’ success. Happy posting!