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Nowadays, online stores that want to be successful in e-commerce also need to be present on social networks such as Facebook, Twitter and Instagram. While it's important to use these channels for social media marketing, it's also important to avoid careless faux pas that could damage your store's social media reputation. This article describes a few common mistakes and how to avoid them.
Mistake 1: Using the same content on every channel
Your online store is already present on major social media channels? That's a great start. But are you using these channels wisely? Some online stores pay little attention to the content that they post on Facebook, Twitter and other platforms. Instead, they reuse the same posts on all of these networks. This is a huge mistake! Each network is used differently and attracts a different target group. Instagram focuses primarily on pictures and short videos and it mainly attracts a younger audience. LinkedIn is on the other end of the spectrum and is very business-oriented. Facebook focuses more on a user's leisure time and personal life. Think about the different ways that each channel is used and write unique content for each target group.
Mistake 2: Posting too much bad content
This leads directly into the second common mistake. In the world of social media, more isn't always better. Of course, you should regularly post information to remind customers of your store and products. But customers will not think highly of your store if they are being spammed by several low-quality posts every hour. Go for quality over quantity. 10,000 loyal followers are worth much more than 100,000 unreliable followers with suspiciously fake accounts. If the content does not provide valuable information to your fans then you will lose them very quickly.
Mistake 3: Ignoring questions and comments
Don't forget the "social" aspect of social media. Users want to feel like their voices are being heard and that their opinions help steer the direction on social networks. Rather than being afraid of criticism, you should view feedback objectively and see it as a chance for improvement. Usually, an honest apology is enough to calm a difficult situation. Make sure to react to your fans' comments and questions. Doing so shows that you value your customers and that you want to provide good service. If you receive questions or comments that go beyond the scope of a social media post, then suggest continuing the conversation via email or refer the customer to your service hotline.
Of course, these three common mistakes are not the only things that you should watch out for in social media marketing. But there is one guiding principle that we think is particularly helpful for newcomers: have patience with social media! Give yourself at least three to six months before you start evaluating your activity on social media. Don't worry if you are not an overnight success. Rather, focus on gradually building up a base of loyal and long-term customers.