Seven Deadly Sins of Startup Social Media Marketing

“Yeah, I made mistakes but…life doesn’t come with instructions.”

Sure it does not. But that’s not the case with social media - there is certainly some good advice out there to help you avoid blunders on social media. After all, mistakes are meant for learning and not repeating, right?

So what are some of the common mistakes which companies, especially startups, make while defining and executing their social media strategy? Here is what I have found -

#1 Incorrect Platforms

Agreed – Facebook has 1.44 billion monthly active users (as of Mar 31, 2015). But you can’t have the whole universe as your target audience. In today’s time and age, when everyone is spoilt for choice, the most important marketing decision you need to make is defining the target audience. Targeted marketing is the key of the game – and targeted marketing is by definition exclusionary. You need to clearly define your target audience and once that is done, you need to identify the platforms on which YOUR target audience is active. Remember – nobody searches for a job on Facebook or looks for a Hotel review on LinkedIn. Being present on the most popular platform does not make sense if your target audience is not active there. Here is some quick help when it comes to popular platforms:

Facebook – It’s a good platform when

• You have highly visual content. 
• You want to leverage the community effect
• You want to build trust in the minds of the users by leveraging their friends network
• You are ready to spend on ads – the recent changes in Facebook algorithm have made it very difficult to organically reach out to the fans 

Twitter – It is a good platform to

• Broadcast your message
• Join the on-going conversations 
• Connect with thought leaders and people that matter to you 
• Build a position for yourself

LinkedIn – Consider using it when

• You are a B2B company
• You want to connect with the professional audience and establish your thought leadership within a group of homogeneously targeted audience

Google+ - Good platform to

• Help you with your SEO efforts
• Participate in Google communities to connect with like-minded people

Pinterest – You can use it when

• Your primary target audience include women
• You have highly visual content to share

These of course are just guidelines. You need to do a more thorough research and brainstorming to finalize the social platforms for your brand.

#2 Doing Too Much or Too Little

Once you choose a social platform, you need to commit to it. Having an inactive presence on any of the platforms creates a bad impression. Having the last tweet date as 2 years back is worse than not having a Twitter handle. You need to show activity on the social platforms and need to have consistency. The opposite is also true – you just can’t do too much. Don’t bombard your LinkedIn company page followers with 10 updates a day just because that will give you more number of impressions!

#3 Ignoring Content Marketing

Content marketing is the gasoline of your social media efforts. You need to have good blog articles to showcase your expertise. You need interesting infographics to share with your audience. eBooks are good to share as a free giveaway. Whitepapers are excellent way of establishing your thought leadership. You need content. Period. Just don’t ignore it from your social media strategy. Not having enough bandwidth to create content cannot be an excuse today.  

#4 Inappropriate Content or Self Promotion

Each platform has different content need. Don’t make the mistake of pushing the same content on all the platforms just because there are tools available which allow you to do so. Each platform requires different tone of messaging and different type of content. More importantly, you also need to mind the timing of your updates. Your audience is not going to be present on all the platforms at the same time. Social media does require some serious time and attention commitment and it demands that. Don’t get away with easy options of auto schedule without giving it a serious thought or having a proper plan in place. Another thing to keep an eye on is the type of content you share. Too much of self-promotion is a big turn-off. Just because you are excited about your product or services does not mean that you can talk about it all day long. Have a good balance of education, industry insights, engagement, and self-promotion in your content sharing. 

#5 No Personal Branding

People relate with people – and this is especially true for startups where people are buying the services from the founders more than from the company. So it is important that startups include the personal branding of their founders in their social media planning and strategy. You need a face for your company.

Photo Courtesy: http://bit.ly/1P0yIp6

#6 Canned Responses to Negative Comments

Lot of companies shy away from social media because of the fear of negative comments. But note that negative comments are in-fact good opportunities for you to build trust in the minds of your readers. Read more about it here. One of the foremost thing you need to remember while handling negative comments on the social platform is that you should NEVER give a canned response to any negative comment. Be personal and show genuine interest in solving the problem. Acknowledge the issue, take genuine actions to resolve it. If the there is a mistake, accept it and take all efforts to resolve it. Check this example here from Zappos – simply brilliant. Isn’t it? 

Photo Courtesy- http://bit.ly/1dNplZm 

#7 Not aligning with the target audience in terms of tone and messaging

Try and align as much as you can with your target audience – if you are targeting the youth, introduce some quirkiness in your overall messaging. If you are targeting CXOs, maintain a professional tone. Just make sure that your marketing tone matches with your company culture. After all, today, marketing is no more the job of marketing department only. It is the job of each and every person representing the company. Here is a latest brilliant example of this –

Do share your experience on what worked and what did not work for you. It’s all about sharing knowledge, isn’t it? 

This article was originally published at yourstory.com/2015/05/social-media-marketing-deadly-sins/ 

Handling Negative Comments on Social Media

“Conversations among the members of your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations.” – Seth Godin, Seth’s Blog

Realizing and adapting this is of paramount importance in case of social media.

With social media taking the center stage in today’s internet marketing, it is no more about ‘what stories you tell your customers’ but it is more about ‘What stories your customers tell each other’. Now obviously, the stories will be positive as well as negative. 

While you benefit from social media with honest feedback, user engagement and user community building, there are also times when you will hear things which you don’t necessarily like to hear – those are negative comments about your product, brand, service or the experience you deliver to the customer.

So how do you handle negative comments on social media? Well, here is a small checklist for the same:

1.   Be Alert and Acknowledge: Just as you acknowledge compliments with a prompt ‘thank you’, the first thing you got to do with negative comment is acknowledge it. Remember, you have to demonstrate that you are LISTENING. Don’t think that if you ignore it, it’s going to die anyway after a few days. 

2.   Be Honest and Accept: This is true for any kind of conversation on social media. In case of negative comment, be honest and accept if you believe it truly is a mistake on your end. This will hugely benefit you in terms of earning the trust of the user. Never get aggressive or challenge the people. Acceptance is the key.

3.    Provide Solution: Just acknowledging the comment and being honest about accepting it is not going to help. You need to provide a solution. The solution could be in terms of solution to the problem, a workaround or if that’s not possible, then it could be an update on what you have done or will do at your end to ensure that the issue does not repeat.

Some obvious questions which could come to mind are:

What if there is a situation where another user has pitched in and provided the solution? What should be your action as a brand? I would say you still follow the same above mentioned steps.

What if you need additional data points to resolve the problem? In that case, ask for the data points in public forum (wherever possible) and discuss the issue openly. That will have multiple advantages: a) Other users could come forward and assist you in solving the problem and b) it will convey a positive image as a brand which is open to discuss issues, is transparent and genuinely wants to solve the problem of its users.

What if you know that the comments have been purposely planted because of some vested interests? Even if this is the case, you need to remember that others are watching your reaction and they do not necessarily know about the vested interests. The way you handle the situation will create your image. So handle it just the same way as you would handle a genuine comment. 

Don’t be afraid of negative comments on social media. Rather than any harm, those could benefit your brand – provided you handle them properly!