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The 8 Most Common Social Media Marketing Mistakes - And How to Avoid Them

Used correctly, social media has enormous potential for brands and companies. However, all efforts do not bear fruit if those responsible for marketing make avoidable mistakes. Egon Wilcsek knows what these are. The managing director of Socialbakers Germany names eight mistakes that should be avoided in social media marketing.

1. You have no social media marketing strategy

Try to develop your very own social media strategy - it forms the essential basis for everything else. However, having a social media strategy doesn't just mean publishing a certain number of articles every day, it means a lot more. In addition to an action plan, an effective strategy also includes clearly defined goals. It also describes the use of different types of contributions (pictures, videos, blog entries, retweets, hashtags or events) as well as the general appearance of your company on social media.

2. You think all social networks are the same

Many brands make this mistake. Often the same content is shared in the same format on different channels. However, each platform is unique in its own way. The different social media channels have individual strengths, functions, marketing tools and also different target groups with different demographics, behavior and interests. So, keep in mind that your marketing strategy for each social network should be individual and tailored to your target audience.

3. You do not interact with your customers or followers

Increased interaction is a common KPI of social media marketing. Make sure your social media team responds as quickly as possible when someone responds to your post. The more often you reply (or link an answer), the more likely your customers are to take action.

Every comment on your company's site is an opportunity to increase interaction and encourage more users to join in. If you take an active part, you can expect an increased number of followers as well as an increased interaction rate.

4. You ignore, delete or counter negative comments

Negative feedback gives you the opportunity to improve the quality of your service and build trust within your brand community. If a customer who is dissatisfied with the service writes an unfriendly, negative comment, many brands ignore it. Some even try to delete these comments or reply with even harsher statements.

Take negative comments seriously and try to solve the customer's problem. First, deal with them in the community and then try to continue the conversation on a more private level.

5. You do not post regularly

Once you have developed a strategy and regularly publish content, even a single day without posts can affect your impressions and interaction rates and impact your social media activities. It can be useful to automatically schedule posts for specific times of the day or week. You should also avoid posting an update just because you need to - but you can prevent that by targeting your content with a social media calendar.

6. You're doing too much branding

If you advertise your products or services too strongly, many of your followers will lose interest. Reduce your advertising to a minimum. According to best practices, these are four non-advertising posts followed by one advertising post. Non-advertising posts can be reposts and images or photos that reflect your brand culture. How-to instructions, infographics or blog posts can also be of interest. Try to share something that adds value to your audience.

7. You do not invest in social media marketing

Each social platform has its own advertising and marketing channels, through which you can reach your target group directly and present your products and services with budget commitment, so that they can become potential customers based on individual interests and preferences. Deliver interactive, engaging content such as videos and images, win leads, and use the paid advertising channels of leading social media platforms - it can significantly increase your ROI.

8. You do not control your results

Social media marketing is an effective way to promote your brand, making it possible to track progress and success in real time. It allows you to make strategic changes to your campaign or audience at any time. However, some optimizations and tests are always required before the best results can be achieved. It is therefore necessary to constantly monitor social media campaigns and learn from them.


What you should remember: There is not one measure you need to take to get the most out of your social media activities. It's more about taking care of every aspect and aligning your goals and actions to ensure that you have a good grasp of the basics and can build on them.

Take a targeted approach - set a clear strategy with concrete goals, create value for your customers, demonstrate proximity, be careful and meet your customers' expectations. If you avoid these 8 mistakes, you should be well on your way to increasing your customer base and ROI through social media.

This blog was translated form following article:

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