As cliche has it sounds (because it’s been beaten to death over the last several years) it’s perhaps the only rule you really need to follow in business and life (if you have to choose just one.) In order to build relationships and trust online and offline, you’ve got to be authentic and true – as an individual, business or brand.
An important component of my work with clients is through education and training. Many of my clients have come to me after a disappointing experience with another marketing outfit. We set out to learn what went wrong and why. Unfortunately, in some instances they’ve just received bad advice, some over-promising and under-delivering. One of the biggest hurdles is reeducating business owners that social media requires more than just smoke and mirrors.
In fairness, some of this advice would’ve been quite acceptable within the industry years ago as we were trying to navigate social media. However, as we cultivate more experience and knowledge, there’s no excuse for following this advice and practice today.
Terrible Social Media Advice:
It’s Free. Yes. It is free to set up. But if you actually want to drive business outcomes, it’s really ‘pay-to-play.’ Due to content overload online, it can be difficult to stand out in a meaningful way. This means that businesses usually either have to spend the time or money paying for strong content (blogs, infographics, reports, white papers) ads, videos etc. The reality is that you need to pay either in cold-hard-cash or your time. Remarkable results never happen right away, it takes time, effort and money. [Read More]
You Have To Be Everywhere. Not only is it impossible to do a good job and be everywhere, but it’s not feasible. If you know your audience, there will probably be a social channel (or two) where they’re most likely to spend their time, therefore it doesn’t make a heck of a lot of sense to be on every single one. Take the time to do a proper audit; listen to your existing customers – ask them where they are! Focus on 1-3 social channels to invest your time and energy on. [Read More]
Create Multiple Personal Accounts To Share Your Stuff. We’re talking, set up fake profiles to give the perception that mythical people love your work and that you’ve got superfans. [Note: Some businesses have multiple ventures, so they share across those networks. This is OK as long as your transparent.} [Read More]
Renting Social Media Space From Others. I kid you not. There’s a practice whereby individuals with “high follower counts” (in quotes because they very-well could have bought followers) will rent out their profiles to share your content and updates. This is a very slippery slope. Not only is it typically against user agreements but also, who cares if they have thousands of followers? Are their followers and fans in alignment with your business? [Read More]
If it’s on the internet, it’s free for the taking. The internet is not a free marketplace; you cannot just take images from Google without proper credit, nor can you steal someones ideas or blogs. not to steal .It is important to give credit where credit is due. If you use someone else’s content or ideas – credit them. I kid you not, I’ve seen people who copy pieces of presentations and try to pass them off as their own. Not only is that not cool, it’s actually called plagiarism and copyright infringement. When in doubt, ask for permission to use material and credit. [Read More]
Post As Many Times As You Can. Posting several times a day to a Facebook page will not increase valuable engagement. In many cases, it will actually decrease your engagement. The caveat here is potentially Twitter due to the lifespan of a tweet in the home feed. With that said, listen to your audience – are they sharing? Retweeting? Liking? Engaging in any way? What are they engaging with? It takes time to curate and create valuable stuff – don’t waste your effort posting more, spend more time and effort on creating good stuff to post. [Read More]
Follow For Follow And Other Smoke & Mirrors. Using Instagram? Follow For Follow is one method of building up followers. It’s the process of mass following (usually automated) and typically unfollowing, once they follow. It’s a cheap way to build a following and frowned upon by many. [Read More]
Bad Automation. There is good automation and there is bad automation. Bad automation is when you’re trying to give the facade of sincere engagement; pretending there is someone else on the other end, when there isn’t. For example: automatically commenting on Instagram pictures with the same weird, random comments that have no relation to the actual image. [Read More]
Outsource Cheaply. Outsourcing can be incredibly helpful for businesses striving for efficiency. With that said, outsourcing to outfits who have no understanding of your audience, business objectives and goals will not only be a disaster but a waste of money (no matter what kind of deal you can swing!)
You Don’t Need To Analyze Anything. This is bollocks. You know why you don’t need to analyze? So they won’t be held accountable. Look, I’ve worked on programs where the results were less-than-stellar. That happens. It could be that the products and services just weren’t amazing, the marketplace was too busy (Black Friday), world events. But you still need to measure. What worked? What didn’t? Why? [Read More]
You Only Need Social. So not true. Businesses and brands should have an integrated approach to their marketing and advertising. Whatever you’re doing online, should be mirrored in some way offline. [Read More]