Engaging with social media channels has become the most popular online activity in recent years. So much so that the average American has seven or more social accounts. Not only that, but the majority of those with social accounts spend over two hours per day interacting with those social channels. With such popularity, marketers need to capitalize on ways to reach consumers via these channels. But how do marketers take advantage of the opportunity to reach customers on social, without making mistakes and potentially damage the relationship with the target audience? Mistakes to avoid when marketing to consumers on social media It’s easy to make mistakes with your marketing strategy. In fact, a significant part of figuring out what works for your target audience is trying new things to see what sticks. But with social media, there are some key points to consider, and pitfalls to avoid.

1. Don’t disappear - If you are going to develop a presence on social media, make sure you stay there once you get started. All too often, a company gets excited and creates their social channels, puts out a few great posts or some blog content, and then disappears. This creates a confusing and frustrating experience for your followers.
2. Don’t ignore online ratings and reviews - Online ratings and reviews are essential for any business with an online presence. And, today’s digitally-savvy consumers love to share their experiences (the good, the bad, and the ugly) on social channels. One of the worst things you can do is ignore or disregard a negative review that is left online about your company. Reputation management is critical for organizations of all sizes. So, get in the habit of responding to reviews of all kinds, and use the feedback you are receiving to make your company better.
3. Don’t overly promote your organization - While it is ok to do some promotion about your business on your social channels, think of social media as an opportunity to demonstrate thought leadership. For example, if you are in the catering and hospitality business, take time to talk about wedding trends, or tips to look for in a caterer. There are many ways to get positive visibility without telling everyone directly how excellent your company is.
4. Don’t post the same stuff over and over - Remember the art of differentiation. Consider the content that you are putting out on your channels, and ensure it is not just more of the same. Using the example of our catering company, one week you could share content about wedding trends, and the next week about favorite cocktails, and the next week about best practices for tipping. The content is related and relevant for a catering company but provides diversity in that it isn’t focusing just on the menu every week. Instead, the company is taking the time to share information that could be helpful across the vast array of things that need to be considered when planning a wedding or special event.
5. Don’t ignore the content of others - Practice the 1:2:4 rule. Every week, at the least, try to share at least one original piece of content that is coming from your organization - such as a blog or article on your behalf. Then, at least two times per week, share something that is written by another organization about something going on in your industry (or a related industry). And at least four times per week, make sure you like someone else’s content other than your own. This ratio is considered a minimum best practice for social media marketers.

By avoiding the five mistakes mentioned above and thinking through your social media strategy, you will be better able to attract and retain followers. By keeping them engaged, you will also be far more likely to turn them from followers into customers, and even better into loyal and repeat customers.