Having a sound social media strategy is key to the success and growth of any small business and a vital part of any business’s overall marketing strategy.  This modern “Word of mouth” media is the most powerful means of growing your influence and trust in your brand.

Having social media profiles and posting from time to time, however simply isn’t enough to reap all of the possible benefits social media marketing has to offer. In fact, there are a few commonly made mistakes that could actually prevent you from being successful.

Here are a few of these common pitfalls and how to avoid them.

You’re Too Focused on Business

People surfing the social spaces are most often looking to be engaged, entertained, or catch up on news and gossip. It’s a lot like a digital party. They don’t want to feel like they’re constantly being “sold” to during their leisure time.

Instead of posting all about your products and services, look at social media as an opportunity to engage with and build relationships with prospective buyers and their friends.

Always post or share articles that your ideal client and their friends would find interesting or engaging and you will grow your trust and influence within this group.

Think of your sales funnel as a doorway. It’s a lot easier to lead a trusting friend through it than it is to push a stranger through it.



Your Posts Are Boring 

Resist the urge to write long, opinion-laden paragraphs or multiple thoughts in one social post. Social surfers just don’t have the time (or attention span) to spend more than a few seconds per posts.

The ideal length for a Facebook post is 40 characters though you can go as high as 80 without losing too much attention.

You should also spend a little time finding an interesting picture or video to catch the surfer’s eye.

Long, boring chunks of text just aren’t going to cut it if you want people to actually read your posts. Keep in mind, you can always link to a longer piece of text.


You’re Buying Fake Fans and Followers

Buying fans and followers may make your profile look impressive on the surface, but will actually hurt you in the long run.

The ideal social media presence fosters a community of people who engage not only with your brand but each other. People like to be heard. If all your fans are fake, they can’t interact with you, and they definitely can’t give you any money.

Buying fake fans and followers harms your business in other ways. Tactics like this can:

  • Cloud your analytics
  • Get your account banned
  • Make you look ridiculous to customers who can tell what you’ve done. (It’s easier than you might think)

It’s more important for you to grow your social media audience by going deep rather than wide. If you have a small audience, engage with them instead of buying fake fans.

You’re Not Posting Consistently

You simply can’t expect to only post updates on your social media pages every once-in-a-while and see amazing results. Ideally, you should be creating new and engaging updates at least once per day.

A great way to handle the extra workload is with a content calendar. With a content calendar you can choose when to spend time writing posts and finding articles to share saving you the frustration and headache of coming up with something at the last second.

You’re Too Focused on ROI

Finally, avoid focusing too much on ROI and not enough on user engagement. It’s nearly impossible for most small businesses to accurately track their social ROI.

  • There simply aren’t enough data points to draw realistic conclusions
  • People see your posts and take action without engaging
  • The vast majority of conversations about your brand happen outside the social spaces and are completely untrackable, but most people surf the social spaces several times per week. There’s no way to tell how much influence your social efforts have on these conversations or attribute sales to them.

Until you get to the point where you have enough trackable sales and social media data (which will most likely be once you grow into a mid-sized business), your main priority should be focusing your efforts on increasing your social reach and engagement metrics.

The bottom line is this: Posting sharable and engaging content daily will take you much farther than occasionally posting long, boring content about your products and services.

If you’d like to know more, or find more solutions, give us a shout! We’re always happy to help!