Social media marketing isn’t rocket science, however there are an incredible amount of details, nuances and procedures that not only take time to understand, they’re changing on a daily basis. If you’re using social media for marketing, you are constantly bombarded with tools, activities and methods from thousands of people. Without knowing, we often replicate what we see others doing without regard for that persons experience, methodology or effectiveness.
This post is designed for anyone attempting to use social media for marketing. If you are a happy social networker that could care less about the marketing elements of this space, this is definitely not the post for you.
Though there are no specific “rules” to social media marketing, there are best practices, methods or procedures that are considered to be proper etiquette or conversely, actions that are just plain amateur. You are free to use social networks in any way you choose, but you need to understand that the activities you employ and the conduct you display says an awful lot about you, your experience, professionalism and real understanding of what social media marketing is.
One of the most frustrating things about some of these mistakes is that many that claim to be social media experts, consultants and coaches make them every single day. It never ceases to amaze us how when the inexperienced are leading the less experienced, a large population of ineffective marketers result.
In an effort to avoid furthering ineffective activity, we have put together a short list of amatuer mistakes that we see on a daily basis. Following are the first nine, which represent some of the most common newbie mistakes we see all too frequently.
Are you making any of these amateur social media fails?
1) Automated DM Pitch – We just met (connected) and you’re already trying to take us to bed? Date a little before doing beginner things like this.
2) Spam Tagging – Don’t tag people in posts that pitch your stuff or link them to your blog post. Just like in the real world, you need to EARN the right to share your stuff.
3) Group Tagging – I know you’re busy, but there’s nothing at all personal about tagging 12 people in a post to thank them all at once for sharing your post. This not only won’t build a relationship with any of them, it won’t make them want to share your stuff much longer if they’re simply grouped up with a bunch of others.
4) Keyword Spam Tagging – This is one of the biggest social media marketing fails of all. Searching for a specific keyword/phrase used in posts on a social network, then based on the keyword, tagging the account in your sales message.
Social media requires relationships and conversations. If you don’t know someone who is using a keyword or hashtag or have not yet built a relationship with them, it’s no different from sending cold spam emails. Don’t do it!
(BTW – we ALWAYS report and block for spam like this)
5) Automated Engagement/Responders – Social automation is required to be effective and efficient. However, automating “engagement-like” messages to your stream is simply amateur and everyone can tell it’s automated. It’s like being in the first century and screaming into a crowd that you have leprosy. Nobody wants to be around you.
6) Automated “Newspaper” Posts – Lazy much? Automating these useless things to your stream and tagging people in them provides what value?
Posting that something someone tweeted was so good you added it to your “rebel page”? Really? Why would I want it there and not shared or RT’d on the platform in which I posted it. If you think you’re doing anyone a favor, you should think again.
7) Automated “Top Influencer” Posts – This one seems to be used most by folks that have no strategy and really put little effort into their social media marketing. Tagging people who you never engage with in order to claim how cool, influential or engaging they are isn’t very helpful to anyone. In fact, everyone knows it’s automated and you never engage or do much else on social media anyway. We don’t recommend it.
8) Cryptic Bio – Imagine going to a live networking event and you meet someone for the first time. You ask them what they do and they avoid the question or give you a lot of cryptic gibberish. Trust is immediately in question and you will tend not to engage in a conversation with them much further.
Be clear and tell people who you are and what you do. This builds initial trust and will increase social selling opportunities that come to you automatically.
9) No Name In Bio – People connect with people, not small brands and logo’s they’ve never heard of. Now we know you are very proud of your company and want it to be huge like Starbucks or Pepsi, but you’re not yet. So treat your Twitter profile as if you are attending a live networking event. You wouldn’t put “ABC Company” on your name tag, would you? Tell people your name so they can connect with a human. Do it right and they’ll want to know what ABC Company does.
We continued with Part 2 of our post and you can Read Part 2 now. In the meantime, consider these 9 best practices and upgrade your executional efforts to things that will actually get real results.