Most likely, the person reading this now has Facebook, Twitter, or Instagram. Social media surrounds our world, but some companies still think of social media as an afterthought. Any digital marketing company will tell you that your business can thrive with the right social media marketing strategies.

About 20 percent of customers use social media channels to find information about any business. That means your role as a business owner should be to maintain your brand presence online.

What some entrepreneurs don’t understand is that it’s not just for fun, it’s a force to be reckoned with. When used correctly, it can bring power to your business. On the other hand, social media failures can be detrimental to business. These are the top social media marketing mistakes businesses make.

1. Having too many social channels

Alright, if you’re on social media, you don’t have to be on all platforms. Your company only needs to be in the ones that can best reach your customers. After all, the content you post on LinkedIn may not apply to Snapchat, as your audiences on both platforms may differ as well.

Also, each channel that you sign up for is another platform that you must maintain regularly. It is a real-time channel, which means that content should always flow on your page. So if you have five different channels (which you can), you need to make sure you can manage all of them regularly.

2. Ignore comments

This applies to both good and bad comments. Customers love to hear about a brand they follow because it gives your business a human and friendly face. While it can be tricky to keep track of your followers’ interactions, the more (and faster) you respond to their comments, the more likely you are to provide them with a good experience.

It is said that 71 percent of customers who have a good experience with a brand are more likely to recommend it to others. This is also your opportunity to express the personality of the brand. You don’t have to look like a robot. Use a voice that works for your brand. Spotify’s brand identity is geared towards millennials, so its tone is fun and modern.

3. Publish content manually

Creating content and managing social channels regularly are difficult tasks. It takes a lot of time and effort, which is why some companies don’t update frequently. Fortunately, there are many tools that can help you optimize the management of your social networks.

There are tools for different needs. For publication, there are Hootsuite, Buffer, and Sprout Social; for fast graphics, there’s Canva. These are just some of the examples of tools that you can use to save time and make it easier to manage.

4. Not optimizing content for each platform

Your hashtags on Instagram make sense, but on Facebook, not really. At the same time, the ideal character count on Facebook is not the same on Twitter, and the number of emojis you put on Instagram will not work on LinkedIn. Each social media platform has different ideal posts, so you should optimize your posts for each channel.

Any digital marketing company knows that social media marketing is more than just signing up for accounts. Maintaining your channels is a lot of work, but it can build brand loyalty, which is a hard thing to find. So the next time you sign up your business for a social media account, remember to keep it in regular business.

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