Social media—almost like water (or air) for digital marketing.
It’s required, yes. But let’s be real and responsible and reasonable and smart about all of it.
Many aren’t (okay, me too at times).
But for the audience’s sake… please replace bad practices with good ones. So you can turn readers on, not off.
Here’s a list of things to stop doing, with things to start (or keep) doing.
1. Overusing hashtags
Sure, you want to be found on Twitter and Instagram. Who doesn’t? But a little can go a long way with hashtags. So don’t overdo them.
Why stop
Because you look spammy or desperate with too many (irrelevant) hashtags. Bots may like them and win you followers, but the wrong kind. No one meaningful will follow you with eight out of 10 words being hashtags.
Ugh.
Instead
Be deliberate with your hashtags. Conserve, too. Keep the focus on the message, not the hashy-spammy-tag. Just use one, maybe two or three.
Nice.
2. Jumping on every trend
Too many of us want to look like everybody else, by doing what’s hot at the moment. This comes off as trendy and thoughtless.
Why stop
Because you look foolish when jumping on the buzz-bandwagon for a hot topic, rather than being relevant.
Instead
Add value, not noise.
Before hitting the publish button, ask yourself, ‘Will the boss of my company feel I’m continuing a worthwhile conversation with this post, share, or comment?’ No? Then, onward to something else that will.
3. Oversharing
Sharing is caring. Except when it’s not.
Why stop
Because you look silly, phony, and pretentious when sharing pics of your breakfast or removed tonsils.
Instead
Remember that your brand is a public figure. Sure, be entertaining, clever, and bold. As long as you’re professional, useful, and savvy about what you post for your intended audience.
4. Posting the same message across channels
Of course we’re all busy. Digital marketers included. But there’s better ways to save time than blindly publishing the same message across Twitter, Facebook, Instagram, Snapchat, Pinterest… you get the idea.
Why stop
Because you look lazy, maybe even foolish, when pushing the same exact message across those various channels. Different networks support different content (and different audiences, too). Your fans across these channels will get bored (and annoyed) seeing the same thing again and again.
Instead
Build and use a distributed content strategy to create unique messages (like we do at Hootsuite). Your brand will show up as real and interesting for those sacred eyeballs you’ve spent time winning. Don’t lose them now with a diluted, overly-repeated message.
5. Not responding to your audience
Promote, promote, promote. In other words… you share something, someone responds… crickets… Then you share something else.
Versus… you share, they respond, you respond back (maybe a few times with that cycle).
Why stop
Because it isn’t all about you. Again, social media is a two-way conversation. Not a one-way megaphone. Otherwise, digital is faceless, dark, and cold. And so becomes your brand.
When you walk by someone on the street, and they say ‘hey’, do you ignore and keep strolling? Yeah, didn’t think so.
Instead
Plan talk-time into your posting schedule. Ask questions, encourage them to share feedback, respond in kind, and follow up… with everyone. Be a friendly brand. Someone others want to hang with (and buy from).
Twitter polls work well. They’re easy to create and easy to respond to. We wrote a post on using Twitter polls to get more followers.
6. Keeping your social account private
Used to be common to nab a branded handle, then keep it to yourself. It still is too common. If you’ve got it, use it.
Why stop
Are you lazy? Hiding something? Is social media even worth it? Because that’s what your fans might think if you keep your accounts under wraps.
(Too) many people will find out that your channels are inactive. A simple Google search can reveal this. They’ll go ‘hmmmm’. Better they go ‘wow’. So then…
Instead
Buy, register… and use all your social media accounts.
Got an account that’s not quite ready for prime time? Fine. Post an update that you’ll be online shortly.
A simple, “Thanks for following us. We’ll be in your digital face soon. Promise.” (or something like that) does wonders for keeping people interested.
7. Automating thank-yous
Used to be, ‘thank you’ meant something, and felt good to receive. Nowadays… it’s often something else, not so special.
Why stop
Because when you automate, you show up as impersonal. Like being a subscription member you didn’t ask for.
Plus, who wants to respond to a bot? Otherwise—why use social media at all?
Instead
Remove the ‘im’, leave the ‘personal’ for your social media behaviors. Dig a little into followers’ profiles. Share something common between you two.
Too many fans to do that much leg work? Okay… but remember, it’s less about volume, more about quality. There’s more you can do to know more about who.
8. Posting for posting’s sake
Hey, I get it. I’ve been guilty of posting anything and everything. That was years ago. No more, anymore.
Why stop
Because you look like a posting machine, not a thoughtful brand. People get bored, tired, and irritated when you post stuff that just doesn’t matter.
It is a terrific way to get followers to click the ‘unfollow’ button.
Instead
Know your audience, write and post what they want. It’s that simple.
9. Deleting negative reviews
Not. Good. At. All.
Countries may censor the internet. But not you.
Why stop
Because people won’t trust you—a digital dictator that censors dissenting opinions.
Instead
Embrace the negative. Use it to do (and become) better.
There will always be people who don’t like what you do, say, or sell. So what. Do what you can and don’t delete a real and natural dialog. Don’t go dark neither. Deal with it. People are waiting to see how.
Whole Foods showed up versus hiding out.
Those bunk mission statements in the halls, on the walls? Noise.
Let’s see what you’re really made of. How are you going to show up now? It’s a golden moment.
10. Posting rather than talking
Most companies focus on publishing versus having conversations.
Why stop
Because when you post, and only post, you keep your distance from the audience. How are you going to get to know each other when you keep it all one-way
Instead
Change your focus. Obsess less on keeping your social streams fresh, and more about having conversations with the right people. Engagement > self promotion.
