I recently read an article titled ” The 5 Dangers of a Half-Hearted Social Media Campaign” and liked it. Sometimes, or maybe often, businesses will throw themselves into social media marketing by starting a campaign of some sort. Still, the campaign isn’t adequately planned, and the execution is not focused (maybe due to lack of time or staff), resulting in poor results. Nevertheless, social media marketing opens the doors to various opportunities for businesses and organizations. Being active on social media platforms may help your organisation reach new users, establish a devoted following, and communicate with your audience, whether you operate a company, a small business, or are part of a non-profit organisation. Moreover, you can achieve your goal without devoting a large portion of your marketing money.

Facebook, Instagram, and Twitter are all free social media services. It’s not rocket science, so figuring out how it works won’t take long. It is pretty simple to use, with a simple design that allows non-techies to publish or read messages easily.

Sadly, many brands struggle to get results from social media marketing campaigns because they aren’t properly leveraging the platforms. Unfortunately, this happens more often than you might think, even for brands with an extensive loyal audience profile.

While some brands step out of the box and find unique ways to boost their social media marketing campaigns, most keep making the same common mistakes repeatedly. Even simple mistakes, like not optimizing your content, can have a long-term impact on your brand as much as posting something insensitive or getting political.

Here are six pitfalls you are setting yourself up for by only making a half-hearted foray into social media. 

Create a profile on each platform.

Is it necessary to be active on all social media platforms? Certainly not. When picking which social media site to connect with, consider your brand’s industry, target audience, and marketing goals.

If you are a B2B company, LinkedIn is more likely to give you positive results than Pinterest. LinkedIn focuses on building professional relationships, and Pinterest focuses more on displaying creative and personalized content.

It is a waste of valuable resources to aim to rule all social media platforms. Less is more. Understand which social media platform helps you reach your target audience and work to make an impact here.

You can’t respond as fast as you need to

Social media is all about communicating in real time. And speaking in real-time requires open dialogue and snap decisions – things the traditional brand-consumer exchange does not involve. Suppose you aren’t ready to have a round-the-clock discussion with your audience. In that case, they will take over the conversation, feel like you aren’t interested in participating and either lose interest themselves or become resentful. This happens when clients set up a Twitter account and don’t do more than the occasional self-promotional tweet. If you put yourself on social media, your audience expects you to have a dialogue with them. Building that expectation and letting them down is worse than never having entered because you’ve damaged your credibility.

Dabbling = apparent lack of enthusiasm

The entire purpose of getting involved in social media is to inspire enthusiastic participation from both your people and your audience, and half-hearted efforts never motivate anyone. Suppose you have yet to find an enthusiasm for social media that makes you genuinely eager to get out there and meet the people you’re selling things to in cyberspace and, more importantly, to listen to them. In that case, you need to do some research and get convinced of how important it is. Your lack of enthusiasm will only make people feel alienated from you.

You won’t be able to overcome the noise.

Your audience is bombarded with messages all day long. Halfway will not get their attention because they tune most brand messaging out and instead focus on listening to each other, not to you. Going in halfway will only ensure the resources you devote to social media come to nothing. If you convinced your boss to try social media as a “cheap” option, you’re still expected to show some results at the end of the day, or you can kiss your social media program goodbye. 

It breaks fundamental marketing rules.

Deciding to add a little social media to your marketing mix for the sake of doing it is contrary to good marketing. Your basis for all efforts should be solving clients’ problems to create pull, not just to make noise. Start like any other job with all the background research, strategy, targeting and high demands on creative work as you would for any other job. If you hear suggestions that don’t go beyond “let’s start a Twitter account and Facebook fan page,” you should be worried. Start with a need, and decide what tools are the best way to solve it. Please do not start with Twitter and Facebook and try to figure out how to shoehorn your brand into them. 

A failure is an option (when you do it right)

When you’re all in, people forgive mistakes as long as you’re responsive and try to meet them halfway. When you get tyrannical after things don’t go your way, are you ever in for a backlash? Getting into social media means playing by its rules, which do not include conservative policies like censorship and lawsuits. Apple and Nestle have made costly errors in handling criticism by failing to respect people’s freedom to express themselves through social media. It’s their space; you’re just visiting. Going all-in means letting go of control. Or rather, realizing you never had it.

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