What Most Businesses Get Wrong About Social Media Marketing
As a small business, we understand the appeal of social media. It’s fast, far-reaching, and, at first glance, seems like a free marketing tool. However, after years of trial and error, we’ve learned that posting on social media isn’t as simple as throwing up a product picture with a catchy caption. Here are the most common mistakes we’ve seen, and some we’ve done, and how to fix them.
Neglecting Consistency
It is easy to post sporadically—three times one week, then nothing for two weeks. This inconsistency made it difficult to build trust or keep followers engaged.
The Fix:
Create a content calendar. Taft Systems social planner will help you schedule posts ahead of time, ensuring a steady stream of content. Even a simple plan of 3-4 posts per week can make a huge difference.
Overlooking the Power of Visuals
Let’s face it: social media is a visual medium. In the past, I’d post grainy photos of products, thinking the caption would carry the message. I couldn’t have been more wrong.
The Fix:
Invest in high-quality visuals. This doesn’t mean hiring a professional photographer for every post. Smartphones today have great cameras, and tools like canva can help create stunning graphics. Remember, your visuals should reflect your brand’s quality.
Ignoring Engagement
One of our biggest mistakes was treating social media as a one-way street. I’d post content but rarely respond to comments or messages, missing valuable opportunities to connect with my audience.
The Fix:
Engage consistently to show your followers that you value them.
Respond to comments, even if it’s just a simple “Thank you!”
Like and reply to customer posts that tag your business.
Use polls, questions, or interactive features to spark conversations.
Posting Without a Strategy
Early on, some of our posts lacked focus. One day, we’d share a meme; the next, a product photo. Without a cohesive theme, my brand identity got lost.
The Fix:
Develop a clear strategy.
Define your brand voice (friendly, professional, humorous?).
Stick to a few content pillars—e.g., educational posts, testimonials, promotions.
Track what works using platform analytics to refine your approach.
Overlooking Platform-Specific Trends
We once shared the same content across all platforms, assuming one-size-fits-all would work. Big mistake. Each platform has unique strengths and audiences.
The Fix:
Tailor content to the platform, adapting your approach shows you understand your audience and the platform’s culture.
Instagram thrives on visuals and hashtags.
LinkedIn favors professional, value-driven posts.
TikTok loves short, entertaining videos.
Forgetting to Measure Results
Initially, I didn’t bother checking how my posts performed. If something got a few likes, I’d consider it a win. But by analyzing the post-performance, I can make more meaningful posts, and not waste my time on things that didn’t engage my audience.
The Fix:
Track metrics like engagement rates, click-through rates, and follower growth. Taft Systems social planner breaks down each posts performance, so you don’t have to guess what has been the most successful. And, all of your social sites are reported on, instagram, youtube, linkedIn, Facebook, and Pinterest all from the same location!
Social media is a powerful tool, but only if used thoughtfully. By focusing on engagement, quality, and strategy—and avoiding the mistakes I’ve made—you can turn your platforms into a valuable extension of your business.
Remember, social media isn’t just about visibility; it’s about building relationships. The more genuine and consistent you are, the more your audience will trust and support your brand.
If you want to learn more about social media marketing, email us today at [email protected]
