Last week we talked about having a social media style guide, and this week we want to share the other side of building a social media strategy: what not to do. Whether the tactics are outdated or simply misinformed, you might have a few strategies that are holding you back. Here are the social media tactics you should leave behind in 2019.
1. Following to Gain Followers
This used to be a very common tactic for making new business connections—just follow prospective customers and they might follow you back—but follows that come out of the blue simply don’t work in today’s social media landscape. Not only will it clutter your feed with posts that might not be relevant to your business, but
2. Relying on Studies More Than Experience
There are a lot of studies out there that will tell you when, what, and how much to post, and they can be a great starting point. However, those studies are primarily based on averages, which doesn’t necessarily reflect your audience as well as it could. Once you’ve taken the time to get to know when your audience is most likely to see your posts and how often they like to see you post, you can leave the studies behind and work to speak to your customers more directly.
And speaking of your customers…
3. Posting Only What You Want
Don’t get me wrong—you are the person who choses what you want to post on your social media, and that shouldn’t change. However, it’s important to remember that you aren’t your primary audience. Your customer is. When you’re considering what to put on social media, you want to make sure that you are posting what would be relevant to your customers.
4. Only Relying on Canned Responses
Social media sites are increasingly used for customer service interactions, which makes quick responses essential. However, if you’re relying primarily on pre-written, “canned” responses you aren’t making the most of these customer service opportunities! Pre-written responses are useful when it comes to common customer questions, but it’s important to adjust them to suit each customer’s situation and to make them more personal.
For example, if you need to move a customer service interaction offline, it can be useful to have a prewritten message like “Thank you for your feedback; we would like to give you a call to discuss this issue further.” However, changing this message to include the customer’s name can make the response feel more personal.
5. Posting All The Time
One of the most challenging things about creating a social media for your business is considering how often to post. Some might advise frequent posts to keep your company in the public eye, but posting too much could drive away the people you’re hoping to connect with. You’re better off posting a few times a day rather than posting hourly during business hours, for example, because it makes each post more impactful.
What social media strategies would you recommend leaving behind? We’d love to see you join the conversation in the comments below.
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