Social networks have long been an ideal way to connect with your target audience, easily advertise, and achieve brand awareness. But in order to get as many results as possible in a short time, companies, agencies, and individuals often make mistakes that leave long-term consequences on the business.
For that reason, we have compiled a list of the 10 most common mistakes in creating a brand on social networks and tips on how to avoid them.
Mistake #1: Performance on Social Networks Isn’t in Line With the Strategy
Strategies are created in the long run and they define everything that is important for one company (we will focus on the company, but the same applies to agencies or individuals). All activities must be in line with the strategy, and some of the basic things that need to be defined are the target group and goals. If the way you perform and appear on social networks deviates from the items listed in the strategy, you wasted your resources because the goals will not be met.
How to avoid this mistake: Before any activity, make sure you plan everything according to the strategy. Based on that, create content, visuals, and a plan of activities. Defining target groups in advance will help you target your advertising later, and defined goals will give you a starting point for creating relevant content.
Mistake #2: Selected Social Networks Do Not Match the Brand
Every social network is specific in something. If you choose a social network that does not have your target group, you will waste time on content production and planning. At the same time, it often happens that companies open accounts on all available social networks, so they cannot meet the expectations of the target group, cannot create content, or communicate on all channels.
How to avoid this mistake: Research social networks well and choose only those that suit your brand. If your performance on these communication channels is of good quality, you will not need other social networks.
Mistake #3: Inconsistency in Content Placement
If you open profiles on several social networks and place different content on each of them, you will confuse your target group. This often happens in companies that have separate teams that do not have good communication. Mistakes like this point to a bad way of doing business and clients/followers can easily notice it.
How to avoid this mistake: Create a performance plan on all the social networks you use. Introduce all teams to this plan so that, in situations where teams work separately, they can create content with the same goal.
Mistake #4: Placed Content Doesn’t Convey the Right Message
Social networks give us the opportunity to place content in different ways: image, video, visual, infographic, GIF … In order to reach as many people as possible, companies place content that is not relevant, does not convey any message, and too often publishes content, which becomes exhausting to follow. All this results in walking away from the target group from the brand.
How to avoid this mistake: Make sure the content is visually consistent with the brand and conveys a message that is relevant to the target group. Choose the format that will best convey the message. For example, if you want to promote a product on sale on Facebook, the visual should show the product, discount information, and CTA (call to action).
Mistake #5: Publishing Text With Typos
If you allow grammatical and spelling mistakes in the content you place, your brand will be remembered for just that. In a hurry, it often happens that some letters are left out, replaced, or words duplicated, so instead of having the target group talking about your brand or product, they will talk about the errors you make.
How to avoid this mistake: Check all the content you place several times. Ask your team members to check the text, wait a couple of hours, then check again. You will be surprised how many errors are made, without even noticing on the first check.
Mistake #6: Poor Communication on Social Networks or the Lack of It
Communication on social networks is two-way. Lack of communication shows that you are not interested in followers, because you do not answer their questions and messages. On the other hand, if you give answers that are not acceptable, you can cause a crisis situation that will leave long-term consequences on the brand.
How to avoid this mistake: Give any kind of answer to each message. If you receive negative feedback, try to create a response with the team that will not cause additional arguments. If necessary, hire one or more people who will make sure that every question asked on a social network gets an answer.
Mistake #7: The Brand Isn’t Visually Shaped
Publishing visuals that can be easily downloaded from the Internet is not the solution. Especially, if those visuals have nothing to do with the brand. How many times have you seen a photo of cute kittens on some company’s Facebook or Instagram page? The goal of such posts is probably to make the target group smile, but does that contribute to the brand whatsoever?
If you built a website, you have certainly already chosen a brand style, i.e. specific colors, fonts, even product/service images. It means that e.g. your Facebook should not have a completely different look and leave a different impression compared to a website or other social networks you use. Stuck to the visual appearance of your website, use a brand color palette or logo on your social media profiles to get people to associate with your brand. If your appearance on Facebook is totally different from your Instagram, or Twitter… you will look chaotic in the eyes of your customers.
How to avoid this mistake: We have already mentioned before that visual identity is defined by strategy. Make sure all the visuals associated with your brand have a distinctive look. This way, the target group will be tied to the specific look of your brand, which will help you strengthen your brand awareness.
Mistake #8: The Target Group Isn’t Well Targeted
Advanced social media advertising software gives us a number of targeting options. Poor targeting has many consequences, and the biggest one is: you have not reached the target group although you have spent a lot of money.
How to avoid this mistake: Get acquainted with all the possibilities of advertising and choose the one that will bring you the best results. You can now target your audience by education, interests, age, gender, and more. If you need help, contact a digital marketing agency so that together with them you can find the best solution for your company.
Mistake #9: Uniformity in Appearance on Social Media
If you place the same content for a long time, at some point the target group will be fed up. The goal is to constantly animate your consumers and provide them with fresh and interesting content. If you post content that is monotonous, you will not be able to progress on social networks.
How to avoid this mistake: Follow the trends. Your target audience wants to be animated and see the content you place in an interesting way and with relevant information.
Mistake #10: Poor Interpretation of Analytics
If you do not follow the analytics, you cannot know which activities gave good and which gave bad results. Analytics provides us with precise information that can be a guide for further activities. It often seems to us that some activities give good results but analytics show that this is not good data.
How to avoid this mistake: Monitor analytics regularly and generate reports based on the data you receive. This way you will be able to modify activities, existing plans for further action, and the appearance of the brand on social networks.
Creating a brand is a long-term job and you need to pay a lot of attention and planning it. Mistakes are always possible but it is important to know how to correct them and reduce the consequences.