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Many netizens think using social media networks in their daily tasks makes operating with Social Media Marketing trouble-free. Since the pandemic hit, social media marketing has been the number one option of any business (be it an established company or a small local business) to reach their target market.

Everyone wanted to be part of the trend hoping to make their brand presence felt on these platforms. Thus, an overwhelming number of entrepreneurs are attempting to pursue this movement. Sadly, only a few achieved positive results, and many companies encountered problems after adopting this business approach.

Businesses are unaware of the common mistakes in social media marketing. As a result, they often commit these mistakes unintentionally.

This guide will familiarize you with these mistakes and give tips on avoiding them.

Common Mistakes in Social Media Marketing

social media marketing

social media marketing

1. Lack of Concrete Plan

Most businesses carry out Social Media Marketing without having a solid plan. They imitate the strategies of the competitors and hope for the best. This mistake is usually the main reason why businesses fluff.

Implementing social media marketing without a game plan is like driving without a destination; you tend to waste fuel by stopping in the middle of nowhere. It is because business owners are not afraid to take risks and try new methods empty-handed, which often leads to negative results. One of the best examples is the decrease in their follower count that greatly affects their expected return on investment (ROI).

Below are risks you can face if your business has no concrete plan.

  • Lack of strategy hands the advantage to competitors.

A marketer needs to have a solid framework through which you can plan, prioritize, execute, measure, and optimize. These strategies bring positive results if done right. But if you invest in social media without a clear framework, you won’t be able to measure the success rate of your campaigns. For example, you can post a campaign without knowing how well it did. This happens because you do not have the proper guidelines to measure its progress.

This lapse can be an opportunity for your competitors. They can easily replicate your successful postings and campaigns, and they will be able to discover the effectiveness and progress of these strategies with the advantage of knowing their results. Therefore, coming up with the next move to gain more clients.

  • Increase in expenses and time

It is always a waste of time and money if you do not have a concrete plan. You tend to practice a trial-error strategy resulting in several inappropriate workloads and expenses. This is not ideal for anyone who aims to succeed in this field in a short period.

Solution: Commitment and Consistency

It would be best if you always remembered that people would continually publicly support something they commit to. As a business owner, you should have a clear blueprint on how you plan to keep your audience engaged with your brand, which allows you to gain the commitment of your clients effortlessly. You should know this principle by heart, this way. You can properly implement your plan and reach your company’s goal of success in the world of social media.

2. Expecting everyone in your audience

Having your presence on social media does not mean everyone is your audience. This common mistake is often neglected because all business owners want to reach as many people as possible. They always forget that it is bad to have no audience if a company has no specific audience. It is like throwing a basketball at an invisible hoop. You can keep throwing a ball, but you will not get any score because you do not have a specific target.

Below are the ways to identify your target audience;

  • Identify the pattern of your existing customers

It is good to know who is interested in your brand. You can define a specific group through their similarities and differences in demographics such as age, gender, educational background, work, income levels, address, interests, and likes. Once you’ve identified these things, you can conceptualize the appropriate content to attract them.

  • Survey always helps

Knowing the public’s feedback on any product or service is important. This tool helps us determine the dos and don’ts around the business. It goes the same when you want to identify your target market. You can create an instrument to know the media preferences of selected people on the web.

  • Search for them online

There are several platforms where your identified target audience interacts. Through these groups and pages, you can easily identify the likes and expectations of your target market.

Solution: Liking

One of the factors of this principle is Similarity. You can easily attract your target audience if they can relate to your brand. This way, you have a specific group to focus on. Your postings and campaigns will no longer be everywhere because they are meant for a certain category that likes your brand.

3. Choosing the Wrong Brand Voice

Small businesses often commit this mistake. It is because owners are hands-on with their brand and prone to interact with their audience as individuals rather than entities. There are instances when individuals tend to ruin the reputation and principles of a business because of their approach to clients.

Below is the importance of having an appropriate brand voice;

  • It helps you stand out from the crowd.

  • It helps your brand to be recognizable.

  • It helps you get more attention and consistency from your target market.

Solution: Social Proof

This principle plays off our insecurities and desires to do the right thing. With this, people decide on how others distinguish one’s services and brand. This principle can help you recognize the right brand voice for your business.

4. Dismissing the Comment Section

One of the biggest mistakes you can commit on social media is to ignore the comment section. Netizens are keyboard warriors; they like to use their weapons to get what they want. Staying silent can instantly harm your business, and they can easily let go of you if they feel unwanted. The comment section is your best channel to connect with the social media community. However, there are negative comments that can threaten your credibility.

Below are ways to handle negative comments;

  • Use negative comments to improve rather than to quit.

  • Apologize to those who felt offended.

  • Avoid false hopes and promises.

  • Always be courteous.

  • Keep it private. (Ask a client to send an email if there are problems)

  • Respond to clients immediately.

  • Explain if needed

  • Learn from your mistakes

  • Initiate positive comments

Solution: Reciprocation

Always remember that people treat others depending on how they want to be treated. The audience wants to be noticed like businesses want to be recognized. If you give your target market your time and attention, they will do the same with your business. This principle is pretty the formula for a good business-client relationship.

5. Being boring

It can be a struggle to be fun when you mean business. But with our current situation, we are obliged to offer fun things to our audience, and having a boring platform can be a turn-off. This is one of the common mistakes we commit in social media marketing. Fortunately, there are ways to avoid this kind of mistake.

  • Learn and Laugh Strategy

Nothing beats content that has a sense of humor. The audience will be willing to spend more time on your platform if you can educate and make them laugh simultaneously.

  • Follow the trend

It is all about being Viral. People support popular content, giving them a sense of belonging in society. When you go viral, people will eagerly get involved with your business.

  • Storytime

Everybody loves a story. We all want to know how a business affects our everyday life, and these reality bites keep any audience engaged. Admit it, or not everybody needs drama occasionally.

  • Human Touch is a Must

Most users hate it when they are answered with an automated response. People appreciate it if a platform shows human touch, making the interaction between businesses and clients more engaging.

  • Create Memories

People appreciate things that give them something to remember. They love the concept of being associated with events that create significant memories.

  • Build Company Culture

Let your audience peek at what is going on in the backend. The audience commits if they are familiar with your history. They feel they are a big part of your company’s ups and downs.

Solution: Weapon of Influence

When you give your audience a clear reason to engage, they will instantly commit to you. Preventing your platform from being boring allows you to exhibit your offerings and their benefits, and you can show how passionate you are about what you do.


Mistakes are part of success. If you have not failed before, you cannot truly say you are successful. Yet, committing common mistakes can be prevented. You must know the problem and identify the best principle that relates to your problem.

On the other hand, some experts have scrutinized these principles and applied them professionally. They can offer services that will establish your business, and you won’t even have to break a sweat.

It is important to remember that success in social media marketing may sound complicated, but it is not impossible.

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