You have likely been using social media for a while now, but is all that work positively impacting your profits? It is crucial to ask this question, especially because there is rarely a direct connection between how much money you spend on social media and your sales revenue.

Social media can be a powerful tool for small business owners and entrepreneurs. It provides them with a way to reach millions of potential customers and compete against larger brands.

To get a greater return from any marketing campaign, you need to have an effective strategy. When creating a strategy for social media, it’s important to first take note of common mistakes and avoid them.

1. Ignoring Data

A plan and analysis are essential for success in business today. Without knowing what actions to take or what types of strategy may work, you need to analyze the data to determine a path to success.

Nowadays it is easy to get data within a few minutes by using the right tools.

There are plenty of studies done by researchers that show how effective posts on Facebook Pages are. For example, Facebook has an “Insights” section that provides page owners with statistics on how well their posts are performing.

There are many tools that can be used to measure the performance of your social media marketing campaign.

Before creating a campaign plan, use Buffer and BuzzSumo to track your social performance and gather in-depth information.

2. Being Careless With Your Stories

Your social media posts contribute to how your brand is perceived.

If you want to connect with your audience through social media, you need to make sure you make a good impression. Before sharing your stories, you should ask yourself some important questions:

  • Is my story interesting?
  • Does my story provide value to your followers?
  • Are my posts only asking people to purchase your products and services?

If you only promote your products and company on your page or channel, people will stop following you because they will not find value in your posts.

You should post something interesting on your Facebook Page to start engaging with your followers. For example, you could write a blog post about an interesting topic related to your niche and then post a link to it with a creative call-to-action.

Personal interaction with customers helps create a connection to your business. Posting behind-the-scenes moments allows customers to feel like they are part of your business.

3. Going Off Topic

It is important to find interesting topics that relate to your product, but that are not about your product specifically. It is also important to stay on topic while discussing these related topics.

Keep the information you post on your social profiles relevant to your niche so that your posts are always interesting and informative.

Your followers on social media don’t want to see irrelevant posts about things that don’t concern them. For example, if you own a business that deals with financial products, your followers do not want to see posts about how cute your dogs are or hear about that tasty recipe you found. They usually want to see posts that are related to finance and little else.

4. Posting Content That Does Not Spark Engagement

The goal of social media marketing is to turn your followers into customers. The more customers you have, the more money you make.

If you post interesting content on social media, you will reach more people and your social media marketing campaign will be more successful.

If you post uninteresting content, you may lose followers. However, if you post interesting content, followers will be more likely to click and share the content you post with their friends.

You can increase engagement on your posts by including a compelling call-to-action. If you want your followers to share a post, ask them to do so. If you want them to click on a link, tell them to “click here”.

5. Being Impersonal

16 Social Media Marketing Mistakes You Must AvoidA common mistake that businesses make when they set up social media accounts is the use of auto responders, which can actually make the process of responding to their followers – or their potential customers – slower.

It is important to be personable when talking to customers so that they feel like their concerns, questions, and business are important to you.

If you own a small business, then you can manage customer requests yourself. If you own a larger company, you could instead invest in a professional, personalized chatbot to take care of customer queries for you.

6. Not Being Transparent

If you want to gain the trust of your followers, it is important to be transparent. One study found that businesses that are transparent with their customers are more likely to have more loyal customers.

There are risks involved in being transparent on social media, as people may use the information against your company.

You can have a positive influence on the way followers interact with you if you commit to responding to their questions and concerns.

7. Outdated content

According to the text, in order to win the loyalty of millennials, you have to demonstrate that you are a brand worth following. This is because millennials are the most brand-loyal customers, and they are also one of the largest generation segments.

It is important to keep your followers engaged by regularly publishing content. This will ensure that they are happy with your social media page or account. If you have a company blog, share relevant articles from this.

It’s okay to post content about older topics as long as they are timeless and remain relevant. For example, don’t post something about the 2008 tax code because it’s probably already outdated.

8. Approaching All Social Channels The Same

The main issue with this approach is that social media platforms are different, and require different content to be successful. For example, a Facebook post might not work well on Twitter, and vice versa. By not tailoring content to specific platforms, a brand is missing out on opportunities to connect with potential customers.

While you can use the same piece of content across platforms, try to make the accompanying message distinctive for each audience. Here’s the problem with that.
The user demographics of TikTok are very different than those of Facebook. More importantly, the features, marketing tools, audience interests, and behaviors of each platform are different.
TikTok is video-oriented, LinkedIn is geared to work-related topics, Facebook skews middle age, and so on.

It’s better to focus on fewer channels that line up with your target groups and produce quality content. You can use the same piece of content on different platforms, but make sure the message is different for each audience.

9. Not Publishing Consistently

Every platform is different, but one thing is clear: whether you post three times a week or 12 times a week, strive to stay consistent with that pace.
One reason is that your most loyal followers expect it, and when you fail to publish regularly and consistently, you risk damaging that loyalty.
Just as important, when you fail to post at your regular interval, it can negatively impact your post impressions and engagement rates.
This means your content that showed up in your followers’ feed one day doesn’t show up the next.
One of the easiest ways to stay consistent is to use an automated social media scheduling app, like Hookle.

10. Not Having An Editorial Calendar

16 Social Media Marketing Mistakes You Must AvoidThere are a number of reasons why brands might not publish content on a consistent basis, one of which is lack of planning. This can be remedied by having a content publishing plan, also known as an editorial calendar.

This calendar is designed to help small businesses plan out their social posts months in advance, by providing a space to fill in industry-related updates, sales events, or seasonal promotions happening throughout the year.

Users can generate their own content to fill in gaps in the calendar, businesses can provide behind-the-scenes content, or users can get ideas from a monthly content calendar.

11. Lack Of Quality/Too Much Brand Promotion

People follow you on social media for different reasons. Some people know you or someone in your business. Others find your content useful. Some may follow you because they are your competitor. Others follow you because they enjoy your content.

If you constantly post about your products and services, many people will stop caring.

There was once an 80/20 rule for social media that said 80% of posts should be non-promotional and only 20% should be promotional, but that is no longer the case.

Many brands make the mistake of thinking that any content is better than no content at all. However, this often backfires when the quick, low-quality posts about things like the family pet causes them to lose followers. The best strategy is to stick to your editorial calendar and create high-quality content.

12. Not Engaging With Followers

If you want to improve your performance on social media, you should try to engage more with your followers. They will appreciate it if you listen to them and take their opinions into account.

If you are active on your social media account, you will develop a stronger connection with your followers. Furthermore, your content is more likely to show up on your followers’ feeds because you are more active and engaged.

When you don’t respond to users’ comments, it gives the impression that your brand is not interested in being part of a community or that you don’t care about them.

13. Using Only Landscape Images And Videos

When Facebook and Twitter were the primary social platforms, landscape videos and images were the most common type of content.

Even though rectangular videos and images were once the standard, that has changed due to an increase in mobile phone usage and the popularity of digital ad formats on Instagram.

According to Buffer’s tests, videos and images in the square format produce more views and engagement on mobile phones than those in the landscape format. So, be sure to use a mix of both!

14. Deleting Negative Comments

Responding to negative feedback in a positive way can help build trust within your brand community and deliver great customer service.

If someone says something negative about you instead of ignoring it, deleting it, or responding with meanness, take the opportunity to give a thought-out response to the person.

Tell the customer how you can resolve their issue, and there is a good chance they will be a loyal customer.

15. Not Using Enough Video

This all started with YouTube a few years ago, and then picked up speed with Vine and TikTok. Now, with Reels, almost every social media platform is getting in on the video trend.

There is no doubt that video is a key component of social media. It captures people’s attention, drives engagement, and can be easily repurposed.

The great thing about today’s phone cameras is that they can take high-quality footage. This footage can be easily edited and uploaded onto social media to make an effective post.

16. Not Managing All Channels In One Place

The last faux pas busy entrepreneurs often make is spending dozens of hours each month doing social media marketing one channel, one post at a time.


If you’re new to social media marketing, you’re bound to make some mistakes. However, the more you know about the common mistakes people make, the less likely you’ll be to make them yourself.

If you want to be successful, you cannot simply copy the same strategy that worked before. You need to be innovative and come up with new ideas.

You cannot expect to have immediate success from your campaign. You will need to try different tactics before you see a large return from your social media marketing.


About the Author Brian Richards

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