In a recent write-up in Adweek, James Jorner outlines four major mistakes that businesses and high-profile individuals make in using social media as a marketing tool. Online reputation management has become a ubiquitous buzzword, but just getting online and being proactive is no good if you’re doing it wrong.
One of the four pitfalls that Jorner looks at is being overly pushy. According to Jorner, consumers are easily turned off by social media efforts that are sales-focused and manipulative. Instead, the author recommends businesses put the focus on the follower and not on selling. One great way of doing this is encouraging and featuring user-generated content.
Another common mistake that brands make is ignoring complaints. Social media isn’t just another avenue for advertising your product. Rather, it’s also one of the main ways customers interact with businesses today. On one hand, businesses have an opportunity to flip detractors into brand ambassadors that didn’t exist in the past. On the other hand, social media also gives people who feel slighted a megaphone to voice their concerns.
Jorner also points out that many brands do not monitor mentions online. He cites a study which showed that 95% of social media mentions are not on the brand’s accounts. What this means is that customers that choose to forego this essential part of the social media puzzle aren’t getting all of the information they need. While your social media presence is an important part of your brand, what people say about you elsewhere online is equally important to your brand’s success.
The last pitfall that Jorner identifies is an easy one to remedy. Jorner argues that many brands don’t respond to customer messages fast enough. If your customers are waiting too long, this will make it much less likely that they will recommend you to others.