War Room

The 15 Most Detrimental Social Media Mistakes You're Making
Alyson Shontell | Mar. 11, 2011, 6:33 PM | 66,745 | 2
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Marvin Powell, a Small Business Growth Consultant in Washington DC, posted a question on LinkedIn's Q&A section:

"What are the biggest mistakes that you find small business leaders make when using social media?" More than 70 experts and professionals responded with their two cents. We scoured through the comments to find common themes and pulled out the best answers.

Image: Kim Scarborough via Flickr

"Too much time spent on self-promotion"
"One big mistake small business leaders make in social media is to spend a lot of time trying to promote themselves. They also forget to keep an eye on their brand. [Social media changes quickly] and small businesses need to watch their brands [all the time].

"We found during research for a client that there were a number of upset customers posting on forums and social networks. None of these [complaints] had been looked into. Something like that can be actioned very quickly and you can quickly change a negative view into a positive one. Just think, "It can take 20 years to build a business and watch it be destroyed in 20 minutes!" - Paul Collin, Business Relationship Manager at Holiday Inn Express Croydon Source: LinkedIn Q&A

"Having unrealistic expectations"
"Expecting social media to be the only way to get results and trying to do everything themselves. This goes for other tools as well.

"In addition, having unrealistic expectations of what it can do." - Yok SooHoo, Business Development at JRS Recovery Source: LinkedIn Q&A

4. Not responding to customers. The relationship you can build with the connection or follower can be critical to your campaign's success. Stopped updating.There are so many generic Twitter profiles and Facebook pages. sell. and. Social media doesn't work like that. Executive Producer . Business Consultant for Business Owners and Senior Executives "Not responding to customers. It won't make me think of you more. they just do it. 2." "Biggest mistakes: 1." Source: LinkedIn Q&A . Sure. design. without knowing much about it. "Consistency . I want to hear things that are valuable for me and my life . the majority of people that like your Facebook page and follow you on Twitter are looking for a discount. When there's no strategy or thought put into it. sweet. but there are others who like to read what you post and will respond in one way or another. "And not too frequent: I don't want to incessantly hear about your business.Businesses want to see what the social media hype is all about. Brand your Twitter profile and spice up your Facebook page with some FBML. Not listening to customers. and valuable to me.. failing is inevitable. "So: short. it'll just make me annoyed with you. .. "Lack of Strategy . and they need to be fast. 5. No strategy is outlined. 3. no plan of action takes place. especially if there is a legitimate problem. lack of strategy and not listening.So many companies hear of other companies making money through social media and quickly try to sell. sell."Not making it relevant to me" "I don't want to get ten tweets a day hearing about YOU. They either don't look to see if their audience is communicating on the network(s) or they hop on the social media bandwagon and just don't get it. Using social profiles only for promotional purposes.Aanarav Sareen.Digital Media Source: LinkedIn Q&A "Not being consistent and not having a strategy" "The biggest mistakes I see are consistency. they launch big social media experiments. Poor branding / design" . failure to build relationships. pertinent.Laura Kowalski. "Design . "Failure to build relationships .Many companies create profiles on social media networks and abandon it.

Not listening or communicating with the online community can open a company to a pretty sharp blow they never saw coming. Social Media Strategist l Social Media Marketing l Online Marketing Source: LinkedIn Q&A "Blurring the lines between personal and professional. Social media is all about making connections and."Not listening . Head of social media and community relations at IAC-EZ Source: LinkedIn Q&A "Making assumptions" .Jessica Routier. product. Global Technology Executive. people will be more drawn to you if you actually listen to what they're saying than if you try to force your message upon them.It's amazing how many people are unaware that others are talking about their brand. use it only for personal or business not both. Executive Career Marketing Professional Source: LinkedIn Q&A "They talk too much and don't listen enough" "They need to talk less and listen more.Geoff Taylor." . IE . I think LinkedIn is ideal in that it is all business/professional. Management Consultant." ." . or company online." "They blur the line between personal and professional. Same applies to Twitter. just like in the real (rather than virtual) world.George F Franks III.if you are using Facebook.

" . (Social networks are a good way engaging your customer but may not be necessary for your business."There is one word that sticks out in my head: ASSUMPTIONS. Here is a really cool slide on measuring ROI in social media: http://bit.) 2. depending on your customers behavior. Professional visits the profile. You should create an interesting profile first. Measuring ROI isn't possible (Measuring social media ROI is possible. but hopefully these three help you get the point across. Technology Literate Strategic Consultant Source: LinkedIn Q&A "Expecting social media to do all the work for them" . A few assumptions you should highlight and instruct your class to stay away from are: 1. Research and monitoring isn't necessary.Omar Ead.ly/x8YYc) "There are many other assumptions.Marc Aniballi. Digitus Marketing Source: LinkedIn Q&A "They create a business profile first and a personable profile later.Gerry Brown. (It is extremely important to understand how your market is using the web. and then propagate your message. It results in increasing bounce rates." "They make their profiles appear as their company portals. if at all. BIM Consultant and IPD Consultant Source: LinkedIn Q&A "A serious underestimation of the amount of resources it takes" "The number one mistake I've seen is a serious underestimation of the amount of resources required to engage and maintain a social program. Editor @Architectural Evangelist. "False assumptions most of the time are responsible for failure in social media and marketing as they are in many other cases." . engage people.) 3. Social networks are the preferred way of initiating customer engagement." . but flip to another profile without scrolling down the entire profile. trimmed with lot of information sans value addition.

Michelle Hummel. helps me learn more about my customers needs. why you've selected the channel. many small businesses (especially sole proprietors) just up and register for Twitter.com.Kristian Chronister. etc. share some humor. creates good word of mouth and offers me the potential to up-sell my services.com Source: LinkedIn Q&A . 4. CEO of WebMediaExpert. You need to ask questions. "fun question of the day" to get them involved. research and forethought you give any other new endeavor for your business. while providing free valuable feedback to help their business. And yet. The biggest "what NOT to do" is to go in bull-in-china-shop mode without knowing what you're there to do. etc. reputational/brand damage). Small Business Consulting." . Treat it casually and you'll get "casual" results (or worse. Not offering a free product or service. Motivational Speaker Source: LinkedIn Q&A "Not engaging with their audience. Shamelessly posting only about their products or services." 1. organization and thought. and you'll reap the commensurate rewards. and services.become the expert and gain their trust. what your goal is. "I see many businesses getting on social media because "everyone else is" or "we just have to" but without clear purpose or a plan. I do a random. goals. "Give it the same planning. then sit back and expect everyone to think you're so wonderful." . provide motivational quotes and ask for their opinions about products or services in your industry. President at Jewelry. For fun I provide a free Social Media Score so I can learn more about my potential customers skill level. They need to provide content that truly "helps" their audience. investigation. It's a win-win as this builds trust. In social media and in life it's "give to get". or open a new sales region without extensive planning. "You can't just blast the world with your ideas. That is unrealistic. "One wouldn't open a new store. products. one night and wade right in. "Not engaging with their audience. A great book to recommend for developing good Social Media skills is "How to win friends and influence people" by Dale Carnegie. build a relationship."Expecting Social Media to do all the work for them. Author. CEO Blueberry Baboon.Lisa Cash Hanson. address a new market. 2. Social Media and Internet Marketing Mentor Source: LinkedIn Q&A "Getting on social media just because 'everyone else is'" "Very simple: the biggest mistake is Lack of a Plan. demonstrate my knowledge." . Not providing helpful content. Satisfy the WIIFM by always being the place they can go to get answers to their questions and find ways to solve their problems . 3.

Social Media. Features | Get Alerts for these topics » Share: Twitter Alerts Facebook Newsletter Buzz Digg StumbleUpon Buzz Reddit LinkedIn Short URL http://read.(at least I hope not)" . "If a business would just understand that it is all in the relationship building and that it takes time."Not understanding that it's all about relationship building and that it takes time" "What I see so often is that a business decides to jump into social media because they're afraid they might be left behind. "You wouldn't suddenly decide that door-to-door sales was the latest approach and go around knocking on people's doors... Last month I watched a CEO debate rather childishly with a PR guy .Pamela Hazelton. They end up throwing a bunch of profiles on the internet.going so far as to use derogatory and inappropriate language. Ecommerce Shopability Consultant / Designer Source: LinkedIn Q&A Want more Twitter advice? The Best Business Advice In 140 Characters Or Less >> Tags: Small Business. Co-Founder / Head of Production at CPofA Source: LinkedIn Q&A "Airing bad feelings" "I think the biggest mistake is airing bad feelings / arguments over sites like Twitter.. and basically failing.Spencer Tyler.." . trying to market and sell to everyone. but then they fail to put a well thought out strategy in place.bi/hnjIwX Email Embed . Strategy & Tactics.

com Subscribe to her RSS feed | twitter feed Recent Posts 10 Foolproof Ways To Make A. 1 0 Flag as Offensive 15 was too many.. .click bait. Content was long and hard to understand basically I skimmed it. it wasn't interesting particularly.. The Water Cooler 2 Comments Receive email updates on new comments! sharn cedar on Mar 11.mbtusafootwear. SAI Contact: e-mail: ashontell@businessinsider.. like almost one liners http://www. The content was worth about 3 or 4 slides. sunny2011 on Mar 23. We all want to know what mistakes we are making on social media.. 10:11 AM said: Better would have been very short things with each slide.. Canvas Lures Union Square V. Better would have been very short things with each slide. 10:38 PM said: good headline .syracutie.com URL: http://www.Alyson Shontell Editor. Milk Wall Street For All It. like almost one liners. didnt really read any of it..com/ 0 0 Flag as Offensive Comments on this post are now closed.

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