But simply opening an account or sending out some tweets is not enough to make social media platforms a viable and profitable part of your marketing strategy. By avoiding some missteps, businesses have the ability to increase their return on investment (ROI) and create more opportunities from social media accounts.
Avoid these mistakes:
1. Not having a strategy.
Less than 20 percent of businesses say their social media strategy is mature. Social media users are constantly inundated with information and messages. Businesses that don’t have a social media marketing strategy won’t ever cut through the clutter and deliver an effective message to their target audiences.
Creating a strategy includes having distinct and measurable goals, developing a clear social media policy, thinking through a brand’s social media voice and planning out a content calendar with end goals in mind. Without a clear strategy, businesses could create the best content on the Web but receive little to no engagement.
2. Not integrating with other digital assets.
Social media works best when you integrate it with other digital marketing efforts. One mistake many businesses make is to leave their social media accounts on islands. Not only should you link the accounts together, but tie them directly to websites, emails and paid search advertising campaigns.