Marketing has come a long way from its beginnings. The all-pervasive nature of the internet in the past few years has, in particular, changed the landscape immensely. Traditional media, like TV and magazines, have moved aside and made way for internet-based marketing campaigns. Twitter, Instagram, Facebook, Viber – these are now the main tools in the hands of any marketer. However, although social media is perfect for reaching target audiences as consumers have embraced and gotten used to this kind of advertising, that doesn’t mean they accept everything indiscriminately. There are some great moves, and some that might do more harm than good for your campaign, and should be avoided.
Don’t Go Overboard
While it’s okay to establish a presence – after all, that’s why you’re on social media in the first place – going overboard can be annoying. Keep your posts interesting, and limit them to a reasonable number. Spamming your followers with dozens of posts will not bring them over to your side. Your posts should be moderate, interesting, and to the point. Don’t meddle in stuff that has absolutely nothing to do with your business. Posting political rants, examples of your personal taste, and unrelated viral videos might get you attention, but it probably won’t be the kind of attention you would want. Tagging dozens of people in Facebook posts is an absolute no-no. So are tons of hashtags.
Engage in a Friendly Way
People love a personal touch. If they feel like someone is listening to them, they will feel important, and they’ll love it. Engaging with your followers is a great idea, as long as it’s initiated by them and you keep it positive. Social media is a brilliant place to turn bad feedback into good, and reap the benefits of public attention. For instance, if you get complaints or criticism on social media, you have an excellent opportunity to respond and apologize for any mistakes on your part. If you also offer to make it up to the unsatisfied customer, you will be generating some excellent buzz. Ignoring a message from a customer will seem unprofessional, so you should never do it.
Play to Your Audience
The most crucial step in social media marketing is the research you do prior to posting anything. You will waste a lot of your time and effort if you just post random stuff hoping some of it will stick. Marketing doesn’t really work that way. First of all, you need to find what your target demographic is – think about who you are selling to. How old are they? How educated? What are their interests? What gender? Once you have created a profile, your next step is to find your angle. Experts know that angles are an essential, though often overlooked part of any campaign. Read more about angles here.
Don’t Be Tone Deaf
If you look at some of the biggest fails in marketing in the past few years, you will notice that a surprising number of them have gotten negative buzz for the same reason. They were all tone deaf. We live in an era of social changes, and political correctness and general positivity are a must. Do your research and plan your campaigns carefully. It’s very easy to offend someone, and every slight, no matter how unintentional, can become viral. If your ideas seem controversial, maybe it’s best you steer clear of them.
Social media is a huge part of our lives, and as such, it’s a veritable well of opportunities. However, you need to be careful to make the best of them.