What should businesses not do on social media?

A Quora user asked me the question above and, quite frankly, I often see businesses making a lot of mistakes on how and why they use social media.

Social Media should be a part of your Digital Marketing strategy. That means you should not do social media just for the sake of it; but make sure it aligns with your business goals.

ocial Media should be a part of your Digital Marketing strategy. That means you should not do social media just for the sake of it; but make sure it aligns with your business goals.

One of the biggest mistakes is just jumping on the social media trends bandwagon for no good reason. Or doing social media without a clear reason and goal.

Before you start your social media presence think what your business goals are.

For example, if you have a beauty salon you probably want to spread the awareness about it in your local area. That means you should post about events or offers to increase foot traffic to your beauty parlor.

If you have an ecom store you should care about increasing sales. Direct response ads (i.e. ads that showcase the product you’re selling and direct people to buy it on your website) work better for you. Getting likes for your page is not really useful.

Moreover, think about the environment and context of each social network. If you’re on LinkedIn you should be more professional. People use it to hire other people, find a job or connect with other professionals. It’s a good place to grow your B2B business but not a good place, let’s say, for a small store.

Instagram is more visual. It’s ideal for fashion, cosmetics, ecom etc.

Pinterest is known for style and design, whereas Facebook is a social network where you can both advertise your business or grow a page organically, e.g. if you have a news/media site (although this is getting harder nowadays).

So, the gist is, don’t use social media without having a plan in mindSet your goals, create a content and ads plan (if necessary), and constantly monitor your performance and adjust your strategy, as you’d do with any other part of your marketing activity.

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