Social media is a path of obstacles for new businesses and marketers. It offers so much potential but it also has stumbling blocks. There really is no right way to use social media, however, there is some wrong way as it turns out. Whether the blame for posting falls on the company or the consumer for a statement, there’s plenty of room for negativity here.

Luckily, there are opportunities to make things better for the readers, and as mistakes happen. Whether posting the wrong thing or leaving unanswered a customer question, you might experience a rebound.

Even realizing that one slip is not the end of the universe, it is best to steer clear as far as possible. Knowing what not to do is the best way to prevent blunders and forge a winning campaign. Here are five examples of social media failures which could cost you.

1. Forgetting to Edit

Without proofreading and editing you wouldn’t publish an eBook so why submit a tweet without doing the same? As part of your digital marketing presence, all your company posts on social media are solidified. Even content that you delete is hanging around as memes, screencaps and memories for consumers. Informing miscommunications can change the way your customers view your brand.

This was a painful lesson for the U.S. The Department of Education. They soon learned that they landed in hot water with twitter trolls after that error they had made earlier. This twitter post from the department referred to the renowned author and sociologist, William Edward Burghardt Du Bois, who misnamed his last name, De Bois. Considering that this was a Tweet from an academic institution, it is a sharp slash in the core that will undoubtedly undermine their prestige and integrity.

This is a small sample of what might happen if the edits are not made.  For a small business, however, this could undermine credibility and diminish customer loyalty.

2. Putting all of your social media promotional contents in one basket

It’s quick to look at the social media world and conclude that Facebook is the only place to share. With an abundance users, it’s an attractive platform to start with. The trouble with limiting yourself here, despite its popularity, is that you’re going to miss out on connections.

Various social media platforms are designed to meet the needs of a specific audience. Just like your company has a goal, so do Facebook, Twitter, and WhatsApp. For example, LinkedIn is a social space for professionals and B2B marketing. Instead of followers and viewers, you get a professional network. For businesses that market to other businesses, it may be fatal to forego LinkedIn.

Other platforms, such as Snapchat, are far less professional and attract younger crowds. If your target audience is between 14 and 34 years of age, this is another potential area where you could lose traffic by not creating an account.

The only way to solve this possible dilemma is to branch out. You don’t need to have an account on every platform, but choosing 2-4 and posting regularly expands your readership. Be sure to interact with your customers whenever possible to strengthen your position on the site.

3. Marketing without clear strategies

A marketing plan outlines your goals as a company and maps the path to success. A social media marketing strategy does the same thing because, without it, you might hear crickets. It doesn’t matter how amazing the material is if there’s nobody out there to read it. Any of the principles presented in your approach should include:

  • The target audience of each platform efficiently.
  • Scheduled content.
  • Tactical coordination in communication.
  • Management of the metric tool.
  • Time to invest.

4. Sensitive content reference

Social media provides a comfortable atmosphere, which is part of its appeal. It allows businesses and consumers to interact on a less formal platform. Given the causal aspect of communication, it is necessary to maintain the integrity of your company by preventing offensive content.

In 2018, Snapchat crossed this line by posting a game called “Would You Rather.” That party-game, would you rather ask players to select from two less than appealing choices. Sadly, one issue related to a Hollywood case surrounding domestic violence. The backlash was immediate and widespread, costing millions of dollars and hundreds of followers.

5. Ignoring negative feedback

One of the worst decisions a marketer can make is to neglect the concerns of the customer. Negative reviews put your customers ‘ experiences to your attention. Whenever a customer has an issue with the brand, whether it is a product or a service, an apology will be made. Not all businesses offer a 100% money return guarantees, but they can all guarantee basic courtesy.

The trouble with dismissing the customer’s concern is the inevitable snowball effect. It’s just one customer, so it might not seem worth your time, but millions of people can see that complaint. Sometimes, the most impact on consumer opinion is the way a business deals with negativity. Tips for coping with negative comments include:

  • Be Honest: Everybody is making mistakes, even our favourite brands. If you are at fault, be truthful. Your client will enjoy it, even if they don’t, it’s impossible to blame others for their integrity.
  • Give Rewards When necessary: not every case calls for a refund, but where it does, give the customer what they are owed. Sometimes, all the customer owes is an apology, and that’s fine, too.
  • Empathize: Even though you can’t do something, trying to consider the problem from the customer’s point of view helps. Using words like, “We understand how upsetting this situation has been to you. We ‘re sorry you’ve had a poor experience, and we hope you’ll give us a chance to make your next one better”.
  • Maintain a positive attitude and stay professional: Some negative comments can be pretty rude. It’s hard to stay calm when this happens, but mind, it’s not personal. Stand behind your brand and be the fact that people want to know as they see your logo.

Social Media Life

Social media is like any other marketing tool; it needs a strategy and trust in the driver’s seat. The study, routine maintenance and a good sense of customer service are essential to success.

Mistakes will always take place, no matter how perfect your marketing strategy or business model is. It’s the way you deal with them that matters the most.