The Two Biggest Mistakes You’re Making on Social Media

You think you’ve got it handled, but you’re wrong.


You might already have an inkling that something isn’t quite right.  You’re “doing” the social media thing.  You’re posting every day, and you’re making sure to reply to people who tweet or post at you, and you even go as far as to look for conversations relevant to your company or services.

But no one is really replying.  Your follower count stays small, and your links unclicked.  Worse than having no followers, you’re getting no leads, either.

You’re active every day, though.  You’re always posting  go to link something.  What gives?

I have an answer for that you probably won’t like. It’s you.

If no one is engaging with your content, you’re missing something.  How do you decide what to post?  When I first take over client accounts that are getting no engagement, it’s usually a result of one of two things.

  • They’re posting things  Lyrica tablets buy online they like, not what their  audience likes.
  • They’re posting too much self obsessed content

First, we’ll look at the first potential issue, as this can be a bit easier to fix.  You need to stop and look at your audience, and then consider if what you’re posting is actually what they’d find interesting.  You can use a tool like socialbro to dive into the details of who your current audience really is. Sometimes all it takes is knowing a bit more about them to align your content better.

Once you look at your audience, you may realize it’s not actually the audience you want.  In that case, you need to consider how you acquired an audience that’s not relevant to your goals.  Are they ‘leftover’ from a previous campaign or effort you tried?  Have you been joining the wrong twitter chats, or commenting on events or posts irrelevant to your niche?  If you’re not sure, it’s time to make a serious effort to track your content and set up a way to measure what types of content you’re post, when you’re posting it, and what the reaction is. Setting up custom links to track is a great place to start – and you can download a guide to doing that at the end of this post.

If your boss isn’t worried about whether or not you’re posting the right type of content, because you’re posting tons of your own stuff, you probably fall into the second type.  Your boss is probably of the opinion that clearly, if people are following you, they want to see all about what your company is selling or offering, right? All those sales, promotions, coupons, “JUST IN!”, and pictures of new product, that’s all you currently post, and that’s all you should post.

Kind of.

People follow companies or brands because they want to see what’s in it for them. They want content they find useful.  Seeing nothing but post after post about how wonderfully your company does things is a surefire way to alienate your fans or followers. 

Because make no mistake, constantly posting nothing but content about how great you are just looks desperate.

You may be disagreeing with me right now.  Your content isn’t desperate at all, its all these sales and offers for your followers!  They want this stuff, they just might not know it.  Or maybe you’re posting about your blogs or about new happenings with your company. It’s not all cheesy interruption style marketing from the 90s!

Guess what?  If they’re not engaging with your content in some form, you’re wrong.

You can’t just post content about yourself without sharing content from others, too.  Social media marketing works best when there’s a lot of give and take, especially if you’re not a giant like Red Bull or Oreo.

So mix it up a little!  There’s a ton of blogs and options out there for the best ratio of curated content (content that’s not your own) vs your own content.  Buffer has one of my favorite blog resources for information like this, due in no small part to the data they use to back up their claims.

You need to put the same kind of thought into your content that I recommended earlier – you need curated content that is directly relevant to your audience.  Share articles, images, and information that they’ll find valuable.  When you do end up sharing your own promotional materials, they’ll actually be interested – because you’ll have demonstrated that when you share something, it’s something they’ll like.

You can check how effectively your curated content is working by tracking link clicks in your original content, if you aren’t already.  You can do this by utilizing a coordinated share sheet for your statuses and custom links, letting you easily check which links are getting activity.

Shorten all your links, curated or original, with the same link shortener so you can see which types of content or topics get the most clicks in one place.

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