You would have to be completely unplugged not to realise how popular social media sites have become for internet marketing business. Every company from giants such as Wal-Mart and Jack in the Box to small, single owner enterprises are using Twitter, Facebook, MySpace, FriendFeed, and a host of other social media sites as part of their marketing plan.
Of course, the big companies can afford to pay someone else to post for them but for the small e-commerce business owner, this task falls to the chief cook and bottle washer (you).
Before you start posting away, consider these 4 social media marketing mistakes that many internet marketers make and pay attention to ensure you don’t fall into the same traps.
Social Media Marketing Mistake 1 – Advertising
Do you want to start losing followers or friends really quickly? Then simply start posting blatant advertisements for your company and its products or services. This is a simple concept. Who would choose to follow your posts if it reads like a commercial?
Rather than overt advertisements, take a more subtle approach. Share a link to your latest blog post or website article. Mention a recent news article and how it relates to your business. But don’t use social media for advertising alone!
Mistake 2 – It’s All About You
Sure you need to use social media to post your own thoughts, links, and content. But the only way you can develop online relationships with potential clients (the whole reason you are using social media marketing, right?) is to take an interest in them.
Here’s a good rule of thumb: for every post you write, make a comment on posts from two of your followers/friends. And make them insightful comments. Show you care about them and not just about you.
Mistake 3 – Wait for Followers/Friends to Find You
Remember that famous movie line, “If you build it they will come”? Well, this could not be more false when it comes to social media marketing. You have to go out and find people to become your friends or followers after establishing your profile. Every social site makes this fairly easy; you simply do a search based on certain variables.
For a business, these variables are likely to be geographic location, interests, occupation, age, etc. The more friends/followers you can find, the more likely you are to gain qualified prospects and referrals.
Mistake 4 – Posting Controversial Subject Matter
Your business profile is not the one to use if you are a staunch supporter of anything controversial. Just like in face-to-face interactions with potential or existing clients, it is best to stay away from the subjects of religion and politics. Everyone who follows you can see your posts.
All it takes is one mistake to lose a lot of followers and gain an undesired online reputation. If you want to show your support for a touchy subject, save that for your personal profile (but still be careful since it can easily be linked to your business profile).
Social media marketing is a great tool. It is easy, it is free, and it allows you and your business to connect with a large number of people. Beware these common social media marketing mistakes and enjoy the fruits of your labour.
About Sean Rasmussen
Hello Sean,
I love social media, but I do not like to see how it used in the wrong way. Especially on twitter. Its not there for the public to use for every day little things. I sometimes see “Off to bed now, sweet dreams”, “Hard day at work today, drinks tonight”…..a big no no as far as I am concerned.
Same with facebook. I love getting on facebook but will not answer any questions in my inbox unless 1. I know the person. 2. It is not a spam topic. 3. They are not saying hello, but only pushing their product on to me.
Social Media used the right way is a tool for every company, and helps to create friendships that lead to bigger and better things to come
Cheers
Lisa
I take your point Lisa, but these social sites were first developed to connect people and yes, people do tweet that they are about to take a shower, that was the original purpose.
Social Media sites like Twitter have since evolved so much, I would say that almost every 2nd person on Twitter is either selling or promoting a product or service.
Hello Cemil,
I understand why they push products on twitter, that is what must people do. I like to use twitter for business reasons and not personal. I prefer facebook for personal comments. But I still like to be addressed with a “Hello, How are you?” in any way or form on the internet. It makes me feel like I can connect with other like minded people
I agree with you there Lisa, you just need to find a balanced way of keeping things interesting along with using these services to do small amounts of promotion. Let’s face it, as internet marketers, if we don’t do some marketing, it is going to be very hard to produce sales.
Hello Sean,
Its ok to promote products, but it the way to promote them that makes the world of difference. If the product is marketed with a bit of respect that makes it all worthwhile and the difference between a Yes Or A No (or in my case a delete of the button!!). I also agree its a fine line of balance
Cheers
Lisa
Hi Lisa,
I agree with you, I think respect should be the basis of all communications, especially online where you only have on sense taking everything in. And promoting is fine as long as it is not done in a way that it feels more like harassment or bullying.
Luckily we have an easy option online – delete button or un-follow that person
You can tell Lisa when someone is being a pusher… and I don’t mean drugs! It drives me mad too! I recently accepted someone to be a friend on FB and the first thing he did was post 3 links to his crap product – something about getting money fast to a few things on my profile page. I deleted them instantly!!! I could spit chips, I was so mad!
Thanks for that Lisa, that is another good way of looking at social media. You sometimes need people to put words into a different frame of mind, just for people like me to help me better understand, that is to make sure you get the other aspect of getting it right.
Hi Lisa
I understand what your saying but that is what twitter is intended for.
According to the twitter support faq http://help.twitter.com/entries/13920-frequently-asked-questions
“Getting to know Twitter
What is it?
Twitter is a service for friends, family, and co–workers to communicate and stay connected through the exchange of quick, frequent messages. People write short updates, often called “tweets” of 140 characters or fewer”.
Internet Marketers use social media sites to get their selling messages to more people then ever before but twitter is for connecting people.
Hello Tania,
I get what you are saying, that twitter is a good way to connect with family and friends. If you are using Twitter with that angle of marketing yourself that’s fine. But if you are in a business mode (or business suit) you would not use twitter for your personal thoughts. Its all the way you want people to see who you are. For me to trust someone in the internet business I am looking at how they say things, how they hold themselves in a conversation. I use facebook for more personal messages, and keep my twitter account for business.
Is this right or wrong? Not sure if I can say either way, but its the right way for me:)
I believe in always trying to put your best face forward, and if it takes makeup, high heels and a suit to dress yourself on twitter for a business relationship then that is what it takes:) For Men – please leave the high heels at home, and forget the makeup. Make sure your top business suit and shoes are on at all times!!!
Anyway that is my two cents worth, Hope that doesn’t shot me in the foot and get the comments flying!!!
Cheers
Lisa
Social media is a great way to gain a following & make legit money via affiliate marketing. But when those abuse your faith & trust you can guarantee people will run a mile in the opposite direction – will leave in droves & they will tell others of their experience. So why risk? It’s just plain dumb-skis!
That is some good information there. I always get worried when I’m post something up, that it may offend someone, I feel quite confident that I have been doing OK but at times you do think could i have done that better. I guess that is us just learning.
Hi Richard,
I know what you mean. Sometimes I’m not sure if what I’m saying is coming across the right way. I always try to read what someone writes with the best of intentions applied to it. I expect that it’s being said in the nicest possible way. Maybe this should be video commenting instead.
Hi Jazz,
I am a bit the same what I think is not always how it comes out it is the same when I write something I have to read it a few times to make sure it sounds right, but sometimes even if your happy some one could still read it differently, so we just have to take that risk .
Rita
These 4 social media marketing mistakes can mean you have made your chances to sell your product much more difficult. Gaining trust, getting a good repution and being well regarded means when you do want to promote your internet marketing product your social media contacts will be more receptive.
Terrific feedback Tania. I understand this to be Sean’s meaning to the T
I see myself as not social enough on Twitter and need to change this approach. I’m too quick to want to get a message out instead of using this Social Media site to become known and liked. Possibly well enough so that friends/followers will become confident enough in me to want to buy something from me, down the track. Or possibly to use twitter simply to just find like-minded-friends.
This post by Sean has caused an awareness that I do need to improve my Twitter profile.
Thanks Sean, very helpful information, as usual.
Its interesting how social media are a very close representation of our real world. We have the same expectations and get angry at the same bad behaviour.
I have to say I am very happy that such things like common sense still exist and general courtesy rules still apply, even online.
Common sense still exists online? That’s a big call Renee! Not everywhere online, unfortunately…
Same expectations? I think people get away with a lot more online than in the real world. I also think the online world is more powerful, in getting messages out and its impact on culture and thinking. But I’m sure someone’s done a PHD in this. I should go read their thesis!
Good post – straight to the point. I agree with Renee in that social networking/media should follow basically the same rules as offine networking and that most of these things are common sense. Did anyone see what Nestle’s did on their facebook fanpage? If not – you should check it out at http://blogs.bnet.com/businesstips/?p=6786. Not much common sense there – not good to be rude to customers/followers. Will be interesting to see what the backlash of this might be.
Thanks for the post.
Common sense sometimes goes out the window with corporates Julie. Interesting article.
Not only with corporates. I find that more and more often things that I regards as “common sense” are not that common anymore after all.
Great article Julie. Whoever was running the fanpage, what an idiot! And Nestle too, of all companies – with one of the worse international reputations for unethical practices. This has not helped their already poor image.
Its like I have 2 faces one is the family and friends contact with any thing different going on.
Then there is the business side, letting friends family and others,know what I am doing and also what others are doing and promoting theirs and my sites
Hi Sean
Looks like I have come in on the tail end of something here. I am making a comment about your post Sean and the 4 mistakes. I am reminded of a friend who has quite a high profile now on facebook through her company and she is a great kid and a real live wire. What I have noticed the last few weeks is that she is beginning to reveal some very personal issues and using very bad language at the same time. My opnion (not everyone elses of course) is that there is a limit to the type of swearing that I will put up with . If I was talking to this person in the flesh I would not be talking to her for long if she kept swearing… I just find it shows a lack of respect and a lack of being able to articulate a good conversation .
Likewise, often I hear people talking loudly on their mobile phones about intmate things that I would think the person on the other end of the phone would probably cringe if they knew that the whole bus or lineup at the supermarket was privvy to. The written word is set and can always be referenced at any future time, therefore I feel if you are going to create a persona on social media, be polite as you never know who is reading what you write. It is a fact that concsiously or unconsciously we form an opinion about a person by the way they present themselves. I am very aware that I am (not perfect) and forging an image in in the minds of all the invisible faces that are looking at what I am saying every day. Some of those ‘faces’ could belong to prospective clients or people looking to do a JV. Once that impression is formed, it invariably lasts.
Bad language is definitely not the way to go online Elly. It may be okay in casual conversation with people you know in the real world, but some people can be easily offended, so it’s best to stay away from it in my opinion.
Hi Elly
You won’t like Digg then, where the “F” word easily gets thrown around the place by some Diggers and where people have very strong views about freedom of speech, including the freedom to use the language they believe best gets their message across. Especially when it comes to expressing emotion.
The great thing about social media is that we have total control over who we follow, network with, buy from and do business with. If we don’t like something, or someone, there’s always the delete, unsubscribe or exit button.
Like attracts like on social media. Language is a big part of that connection or disconnection. Like in your example, that person may be alienating you from her business and persona. But, if she’s smart, she’s doing it to attract the type of market she wants.
Oh I see Lina. It must be a generation gap between me and younger people who swear a lot.
I don’t like it but I accept it is part of some of the younger gen’s vocabulary. I feel it is laziness in using our language and I really appreciate when someone is articulate and can speak without having to swear.
I will be using Digg in the future so I am thankful you have mentioned this to me. I will have to let it just fly over my head!
Controversial is my weak point too. Many of the subject lines in my blogs are not found in generally accepted circles, they are often leading edge, and often controversial. Which means I am often treading a thin line. Especially with orthodox religion, altho they too are having their controversies. Fortunately people are becoming more open minded nowadays.
Hi Wal
Good on you. One thing bloggers love about blogging, is the voice it gives us. Being controversial is definitely not a weakness, Wal! In fact, we know that more debate, attention and activity is what makes an article/site go popular. And for someone like you, who writes passionately about what they believe in, and what they believe is right, well good on you.