Social media is a powerful tool for small businesses, but when mismanaged, it can do more harm than good.
Many small business owners make common mistakes that limit their success and waste valuable time and money. Here are nine of the biggest social media mistakes we see (and we’ve been around the block a few times during our ten years in business!) – and, here are our simple tips on how to avoid them.
1. Social Media Mistake #01 – Not Having a Clear Social Media Strategy
Many businesses dive into social media without a plan, posting randomly and hoping for results. Without a strategy, you risk inconsistent messaging and wasted effort. Instead, setting clear goals, identifying your target audience, and creating a content and advertising plan that aligns with your brand’s objectives will bring you waaaaaaaay better results, faster.
2. Social Media Mistake #02 – Ignoring Engagement and Customer Interaction
Social media is not just about posting — it’s about engaging with your audience and building a lasting asset for your business – whether that’s in the form of an email list, an engaged fanbase online, or real-life customers walking into your store. Ignoring comments, messages, and reviews can make customers feel unheard and damage your reputation. We recommend always responding to interactions (positive and not-so-positive!) in a timely and professional manner to build strong relationships. If you need tips on how to respond to a negative review, connect with our writing agency, ProWriting.
3. Social Media Mistake #03 – Posting Inconsistently
Posting sporadically can create the appearance of an unprofessional in-house team. It also significantly downgrades your reach over the long-term – and becomes a costly social media mistake that can only be remedied by increasing your advertising spend. On the other hand, overwhelming your audience with too many posts can lead to unfollows and – believe it or not – can actually reduce the engagement on your good posts! Find a balanced posting schedule that keeps your audience engaged without overwhelming them.
4. Social Media Mistake #04 – Using Too Many Platforms (or the Wrong Ones)
Trying to be active on every social media platform can spread your efforts too thin, especially if your target audience isn’t there. Focus on the platforms that best suit your business and audience. We like LinkedIn for professionals and service-based businesses, and the combination of Facebook and Instagram for visual brands such as retail and hospitality.
5. Social Media Mistake #05 – Focusing Only on Selling
Constantly pushing sales-driven content turns audiences away. Think of it like an everyday conversation with a friend – if you talk only about yourself, they’ll switch off. And if they talk only about themselves (we all have “that friend”!) then you’ll be turned off. Social media content should be a diverse combination of valuable, engaging, and promotional content. The 80/20 rule can apply here: aim for 80% of your posts to be educational, entertaining, or engaging, while 20% can focus on selling your goods or services.
6. Social Media Mistake #06 – Ignoring Analytics
Social media platforms offer insights into engagement, reach, and follower growth. Ignoring these metrics means you’re missing out on valuable information about what works and what doesn’t. Regularly review analytics to refine your strategy and improve your results. If you need help interpreting your metrics, get in touch with our team.
7. Social Media Mistake #07 – Poor Quality Content
Blurry images, poorly written captions, and unprofessional branding can make your business appear untrustworthy. Invest in high-quality visuals and well-crafted content that aligns with your brand identity. Be wary of chatgpt – in most cases it is blindingly obvious when a caption has been written by AI.
8. Social Media Mistake #08 – Not Adapting to Algorithm Changes
Social media algorithms constantly evolve, affecting how your content is seen. Sticking to outdated tactics can hurt your reach. Stay updated on platform changes and adjust your strategy accordingly to maintain visibility and engagement. It’s a full-time job – that’s why we created an agency to help businesses manage their social media!
9. Social Media Mistake #09 – Neglecting Paid Advertising
While organic reach is important, relying solely on unpaid content WILL limit growth. Social media ads are a cost-effective way to reach your target audience, boost engagement, and drive conversions. Even a small budget for advertising can yield significant results. We have clients spending $100 per month on ads, and others spending tens of thousands. Wherever you’re at right now, start somewhere – we think once you begin seeing how well it works, you’ll be encouraged to spend a little more each time and enjoy the increasing benefits of your ROAS (return on ad spend!).
Final Thoughts
Managing social media for a business can feel endless, challenging and even overwhelming at times. BUT trust us – when you get it right, it is an absolute joy and so very satisfying. Imagine spending a little under $3,000 on advertising – and selling more than $10,000 in products (which happened just last week for one of our clients!). Or, if that feels out of reach – how about spending $40 on a small advertisement and getting over 100 new page likes! Anything is possible with the right social media management.
Need help with your social media strategy? Get in touch with our team today and let’s take your online presence to the next level!