Did you see JCPenney’s tweets during the Super Bowl? Was their “social media guru” drunk on the job? Or, was it a marketing tactic to get their brand noticed?
What about the Arby’s tweet during the Grammy’s calling out Pharell for his hat choice? With over 83,000 retweets and 48,000 favorites, Arby’s truly hit the nail on the head when using social media to their advantage.
You know that social media can be great for your business; it provides an opportunity to create a personalized platform to connect with your customers, while shaping their perceptions of products and services.
But social media can also be risky business. Putting your business on such a public platform opens your brand to criticism. With this in mind, we wanted to share some social media faux pas for your business; here are some things you should never do.
Don’t ignore EVERY complainer.
Sure, it’s easy to disregard those annoying complaints you get to your social media account, but remember, every complaint is an opportunity for you to reach out to the user and fix the problem. A polite and helpful response could be the first step to mending the relationship.
Don’t always be promoting.
While it’s important to use your social media accounts to brag a little about what your business is up to, don’t go overboard. People don’t want to read just about you – they will get bored. The key is to post things that will interest your users, whether it’s about your business or not.
Don’t deviate from your core message or brand.
There’s a reason people follow your social media accounts – they are connected to what you stand for. Make sure you stick to the routine so your users don’t stray.
Don’t try to be everywhere at once.
Just because a social network exists doesn’t mean you need to have an account. If you are a financial investment company, spending time creating and updating a Pinterest account probably isn’t worth it. Choose the networks that will work best for your audience.
Don’t post in poor taste.
Before you hit send on a sensitive topic, make sure you really think about how it will be perceived. In September 2013, AT&T posted a tweet using a picture on a phone to commemorate 9/11. It received harsh reviews because people felt they were using the tragedy for their own advertisement. AT&T issued an apology and is probably thinking twice before posting anything to the masses.
And finally, don’t forget to engage in real life!
Social media is wonderful because it allows you to reach a broad audience, but at the end of the day, behind every social media account is a real person. Find ways to make real-life connections as well.