Common Mistakes On Social Media
By: Kayla Stevens 02/24/2015
At this point, it’s no surprise that social media is a powerful tool for companies. It has provided the opportunity to engage with customers and communities in a multitude of ways - from handling complaints to sharing interesting information, a social media presence can absolutely bolster a company’s reputation, but what happens when social media is poorly utilized?
Plenty can go awry when posting to, say, Facebook. Common mistakes such as a misspelled word or poor grammar can immediately reduce the legitimacy of a post, even if it’s a careless mistake made by many. People expect proper linguistic usage from a business, and mistakes that can easily be fixed have no reason to remain unaddressed.
Of course, companies can make drastically larger mistakes, too. Some businesses choose to directly interact with customers through their social media page (Twitter being perhaps the most common). It has the potential to be a great way to handle customer complaints; after all, it’s direct and convenient for both parties. However, a common issue when responding to users is sounding distant and impersonal. People choose to discuss issues on social media because it can be difficult to address a complaint via telephone. If the response sounds as automated as the robotic pre-recorded messages heard through the phone, users are less inclined to be satisfied. When issues are handled with pleasance, a fairly easy task, customers take note.
Social media sites function in different ways, and not posting material accordingly is another common pitfall. For example, if a Twitter account exists simply to redirect users to a Facebook post, then it is not being used to its full potential. Instead of using different mediums to channel users towards one post, take note of the aspects and intricacies of each site. Keep in mind, too, that quality is much more important than quantity. Posting a great deal of fluff is no substitution for fewer posts of higher quality. Readers and customers will be much more engaged, and running the risk of posting spam will no longer be an issue.
Any company can create a Facebook page, but running a successful page involves a presence that goes beyond the standard. Relevant and well-written posts tell the user that the company sees them as more than mere clicks, and the trust that results from it does nothing but bolster company image. Remember - the goal is to engage with your consumer base, not to shove something in their direction.