Thursday, April 7, 2022

What not to do on social media?


Social media

1. Advertising your business too much

The profile and/or page of a brand can, yes, be used to publicize advertisements and promotions about the services and products offered by it. However, it should never be limited to just that. 

This type of content, when repeated constantly, tires the follower. In addition, the brand is limited to talking only about itself when it could be taking advantage of this channel to educate the reader, disseminate relevant content that gives engagement and brings important information, among others. 

So, if you want to know what not to do on social media, the first tip is for sure: don't just focus on promotional and institutional materials. It is important to diversify the content and take advantage of this space to show who your company is, the value of what you offer, how you can add to the follower's life, among others.

Try to alternate posts with advertising content with posts with relevant content. By adopting this stance and maintaining it consistently and often, positive results will follow.

2. Always use the same publication formats

Social networks allow you to make content in the most diverse formats. From static images, through the carousel of images, articles, videos , lives, infographics, podcasts, among others.

The important thing is to know the particularities of each social network and then produce relevant content that makes sense to those who follow you through that channel. While Instagram is a channel where beautiful photos and videos tend to be more successful, LinkedIn stands out with texts and articles.

Still, it is worth remembering that social networks are not exclusive, but complementary. It is possible that on Instagram you reach one audience, on TikTok another, on Facebook another, on LinkedIn another, on Twitter another, and so on.

It is important to establish which social networks make sense for your brand's marketing strategy and then use the different types of content for each of them.

3. Not having a well-defined visual identity

what-not-to-do-in-social-media-visual-identityAlthough there are several social media and each of them has its particularity, it is important that the public identify right away when the post is made by your brand. 

For this, it is important to have a well-defined visual identity, using your company's usual colors and fonts in a harmonious way across all networks. Still, in addition to the visual identity, it is also important to keep the same tone in your posts. 

This consistency in the content helps to convey greater trust to the public, creates a humanization and approximation of the brand, facilitates the understanding of the message you want to convey and, finally, makes the aesthetics of the pages more attractive and of quality.

4. Forgetting to follow a posting frequency/pattern

Well, it's no use having a well-defined visual identity and preparing different formats of posts if the content is not published with a pre-established frequency.

The digital marketing strategy for social media includes publishing content on days and times defined in advance. This care helps your brand to have an ideal amount of posts, not missing or excess publications.

“And what is the ideal frequency of posting?”. Well, it varies from brand to brand and from social network to social network. Twitter, for example, can have several posts per day. On the other hand, if the content goes to the Instagram feed, this strategy probably won't work.

Therefore, it is very important for the marketing team to define the posting frequency for each network. However, it is worth remembering that social networks are also an excellent place to test.

This means that the team may decide to post to the Instagram feed twice a week and, over time, realize that this amount is less than ideal. So, it's time to rethink planning to include one or two more posts and then see if the result is better. 

It is essential to make a constant analysis of the results of social networks. Test times, content formats and days of the week until you find what works best for your business.

5. Focus on quantity over quality 

Yes, it is necessary to have a pre-defined posting frequency. However, more than that, it is essential that the posts have good quality . And quality is related to both the content itself and the format of the post.

Videos with low quality and/or with the audio out of sync, bursting or too low, can harm the reach of the material and also convey the wrong image of your brand. It's like a sign of carelessness or carelessness.

Spelling and grammar errors, infographics that are difficult to understand, and images made with colors that hinder reading should also be avoided as much as possible in your company profile.

To avoid this type of error, always remember to review the materials a few times before publishing them.

We hope that this article on what not to do on social media has been interesting to help you position yourself in a more appropriate way on social media and thus avoid possible gaffes on these channels.