Social media is everywhere. Entities of all sizes and types, from large and small businesses to entrepreneurs and non-profit organizations, are increasingly investing time and resources to develop their social media campaigns. If you are like most people operating in today’s competitive environment, you are probably aware of the value that social media channels can add to your business. However, with so many options and tools available, it is easy to make mistakes that can hurt both your campaign and your brand. If you want to reap the most from your social media marketing efforts, below are some common pitfalls to avoid:

Jumping in Without a Plan: Like most things in life, it is difficult to get to where you want to be without a plan. Many businesses made the mistake of jumping into social media marketing without thinking ahead. When it comes to social media, you can easily waste a lot of time and resources when you skip the planning process. While you don’t have to overcomplicate things, you need to develop a social media marketing plan that takes into account where your business is today, where you want to be in the short term and long term, and the tools and resources you will need reach your goals and objectives.

Trying to Be Everywhere: While it is tempting to participate in as many social media platforms as possible, be careful not to bite off more than you can chew. Everyone has limits in terms of their time and resources, so you need to prioritize your activities. Neglecting a social media channel is often far worse than not participating on that channel at all. If you take the time to identify the platforms where your customers are engaging, you can develop a campaign that allows you to connect with the right audience. Additionally, while being active on Facebook, Twitter, LinkedIn, YouTube and other popular social media channels may be critical for your business, don’t overlook lesser known, niche social networks that cater to your industry and target audience.

Focusing on Sales Rather Than Relationships: Social media is all about connecting with people. Whether you are posting on Facebook, sending a tweet or launching a tutorial video on YouTube, you don’t want to go for the hard sell. Your objective should be to produce valuable and compelling content that connects you with your target audience. When you provide people with interesting and useful information that triggers an emotion, whether it be laughter or relief, you are building critical relationships that are the key to success for any business.

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