If you’re a new business owner, you likely know all too well that establishing a strong social media presence is a must. Like any marketing tool, however, social media is useful only when it’s used effectively. Just posting a cute picture of your cat with your brand logo up in the corner won’t cut it.
So, if you recognize yourself here — and are vowing to make your social media work (better) for you — here are 15 social media mistakes and how to avoid them.
1. Not having a target
Every startup needs a business plan, and your plan for using social media needs to be part of it. The key to setting goals for social media is identifying your target customers, then determining where to find them. If your demographic is women, look to Pinterest, but if you’re aiming for customers under 25, check out Snapchat.
2. Not using metrics
Having a target helps only if you measure how well you’re hitting it. With tools like Facebook Insights and Twitter Analytics, you can track how customers reacted to specific posts, how often your brand is mentioned, which demographics responded most favorably and much more.
3. Using too many platforms
It’s easy to get caught up in the excitement of launching your brand, and join every site available. However, trying to juggle Facebook, Twitter, Google+, LinkedIn, Instagram, Pinterest, Snapchat, and a partridge in a pear tree will lead only to burnout. Start with just a couple of platforms and post regularly.
4. Posting the same content to multiple platforms
Copying and pasting is for spammers, not entrepreneurs. Another reason to start small is so that you can adapt and optimize your content to the conventions of each platform. Reading a press release about your new product through Twitter and then seeing a photo of it on Instagram will keep customers engaged on multiple levels.
5. Losing out on traffic
You may do your best work at 2 a.m., but that doesn’t mean your customers will be awake to read it. Make sure you are posting when your base is online. According to Buffer Social, Facebook engagement rates are highest on Thursdays and Fridays and hit a weekly low on Saturdays, whereas click-through rates on Twitter peak on the weekend.
6. Writing too much
The good things you have to say about your startup could fill an encyclopedia, but on social media, less is more. Facebook posts with 250 characters or…
