5 Mistakes Small Businesses Make on Social Media

Similar to stars and fingerprints, social media is unique. Each platform is different, providing different uses and strategies to target different demographics. Taking it a step further, social media platforms are unique to the businesses, organizations, and individuals that are utilizing them. The first thing I say when I meet the social media manager or marketing director for another organization is that I understand their platform is unique to them. I’m never going to tell someone how to promote themselves, but I’ll provide a guide. I offer strategy, best practices, and guided thoughts to keep the voice of an organization consistent. It is crucial for businesses of all sizes to stay consistent and be organic in their messaging. It should never be forced.

In partnership with Growth10 (G10), I am happy to present my next collaboration with Co-Founder, Tom Healy, discussing 5 mistakes that small businesses make on social media. You may recall our last piece, “Why Your Business Should Be On Social Media”. Growth10 is the #1 community for entrepreneurs and as their mission states, Growth10 wants to help entrepreneurs grow faster and have a greater impact on the world. As part of your G10 membership, you will be providing a needs-based scholarship for an entrepreneur to be in the G10 Community. I am a proud member & contributor of the Growth10 community and I invite you to test it out with a 7-day free trial! You won’t regret it!

Disclaimer: This is not an exact science. Some of you may agree with me, others may not. That’s the beauty of it, right? Here, I will dive into what I have found to be the 5 biggest mistakes that small businesses make on social media, in order, where number one is the biggest mistake I have experienced. I’d love to hear your thoughts if you agree, or disagree, or if you think the order could be listed alternatively.

5. Ineffective Platform Strategy

It is ESSENTIAL that you are on the platforms that are best suited for your business. My #1 rule when it comes to deciding which platforms to be on for your business is if you can’t be GREAT, do NOT use that platform. You are better off putting your time & energy into one platform if that is where you will be effective. There is no need to push boundaries to get yourself on Facebook, Twitter, Instagram, LinkedIn, Snapchat, TikTok, etc. if you can’t be great there. If your target audience is on Facebook, be GREAT on Facebook until you can expand.

Part two to this is making sure you are on the right platforms for your target audience. If you target younger generations, you are more likely to experience success on Instagram or TikTok whereas if you are marketing to older generations, Facebook. & LinkedIn might be your best bet. Utilize the analytical tools these platforms offer to learn more about your audience. If you have questions or want to learn more, contact me!

4. Posting Too Much

Yes, it is absolutely possible to post too much. The first questions you need to ask yourself when you are preparing to post are, “Why am I posting this?” & “What is the goal/outcome?”. If you can’t answer those questions, you probably shouldn’t be making the post. There are many accounts out there that believe any content is good content, which is false. If your content isn’t providing value to your followers, you are hurting yourself & your brand. Consider the accounts that you follow. Why do you follow them? It is likely they provide some sort of value to you. Whether it be informative or entertaining, there is a value associated with it.

Once I started working full-time in the social media industry, I became best friends with a social media calendar. I’ve learned how to plan my content out over time to not only ensure I am being consistent but also to ensure that I am not over posting. As an example, unless it is an emergency or crisis, you are much better off making one post a day over a 7-day span rather than posting 4 times on Monday and 3 times on Thursday in a given week.

A few questions to ask yourself when planning out your posts:

• What is the value this post is providing to my followers?

• Does this NEED to be posted today? Would it make sense to be posted in 3 weeks or would it be irrelevant by then?

• What times are my followers engaging with my profile? (Utilize analytical tools to learn the habits of your engagement community)

3. Not Posting Enough

While it is certainly possible to post too much, it is also very possible that you aren’t posting enough. Personally, I’m not going to follow an account that only posts once a month or less. I don’t think the value is there for me. I abide by a “10-day rule”. What does that mean?

Generally speaking, if I find an account goes more than 10 days without posting anything, that is usually a red flag. While I understand there may be reason for 10 or more days without posts, I quickly become turned off to those accounts & businesses. The world is currently continuing to battle COVID-19. Businesses are struggling to stay in business, families are beginning to get stir-crazy and the majority of humanity is ready to figure out what our “new normal” is. This is a time when having a social media presence is essential for those businesses that are continuing to operate for take-out, delivery, curbside pick-up, etc. I’ve experienced it personally and have talked with others who have decided which restaurant to order dinner from because their social media presence is promoting their offerings. It is understood and very unfortunate that some small businesses simply don’t have the capacity to be on social media, but it is likely those businesses are missing out on customers who have no idea that they are offering services or meals.

2. Not Engaging with Social Community

I cringe when I hear about these stories or experience it for myself. If you or your business do not have any issues with points 3-5 above, great! That means you have a great strategy and have wonderful consistency in your posting. Excellent. You could quickly diminish your great strides if you don’t engage with your social community.

How great is it that you have an account that people want to follow? People in the world are interested enough in you & your business that they want to follow & see everything you post. What is one of the biggest mistakes I see businesses make on social media? THEY DON’T ENGAGE!

This means that if you have people commenting on your posts or messaging you, engage with them. What accounts does your account follow? Are you engaging with them? It is just as important for you to like & comment on other accounts as it is to provide great content from your own account. We all want to win, that is a fact. However if you are only utilizing your platforms for self-promotion, with no cushion to engage with your community you are missing out on a chance to provide a personal touch. I’ve recently worked with a small business during the COVID-19 pandemic, encouraging them to allow their followers to place an order through direct message (DM). This means a customer sends a message on Instagram or Facebook of what they’d like to order, along with a phone number to be called back to confirm order details & take payment. This has been a rousing success not only because of the flexibility & ease for the customer, but they are engaging with their customers. The business is showing a personal side and building a relationship with its customers that will be remembered long after the pandemic ends.

Don’t only try and sell. ENGAGE!

1. Spreading Yourself Too Thin

The BIGGEST mistake that I see small businesses make on social media is that they spread themselves too thin. They put too much responsibility on each other that it negatively impacts the social media accounts representing their business. Yes, it costs money to outsource needs such as a graphic designer, someone to shoot & edit video, or even to hire a social media strategist to manage your accounts. There is not always room in your budget for these expenses, but what are the outcomes if you give them a try? Are you going to see an increase in sales due to your social media presence? Are you going to build a better strategy because two brains are better than one (especially if you outsource to bring in an unbiased opinion)? Are you going to build stronger relationships with your customers?

Do you fall into this category? Are you assigning your youngest employee to also run your social media accounts because they have their own personal account? While that may work sometimes, you need the right person on the job. You need someone who is personable and understands business & marketing strategies. Consider contacting me today at no cost to you to learn how outsourcing your social media needs could be a game-changer for your business.

This is what I do. I work with small businesses, non-profits & start-ups to help them properly strategize and build their social media presence. I work with businesses on a personal level, getting to know the staff, learning the mission & values, and doing everything I can to make the lives of business owners a bit easier. I’ll learn everything about your business, including your budget, and I’ll work around what you are most comfortable with.

These mistakes are very easy to avoid. No matter how small or niche your business is, I can promise you that enhancing your social media business will only benefit you. Want to learn more? Contact me today!

- Andrew