Are you aware that 72% of people use social media? With so many Americans checking platforms like Facebook or Instagram, you need to capitalize on their popularity. While it’s easy to think you know how to manage your brand on social media, it’s also easy to make critical mistakes that deter followers.

Avoid heading in the wrong direction online. Instead, please keep reading to learn about 7 social media strategy mistakes and how to avoid them!

  1. Focusing on the Wrong Audience

When you’re choosing social media platforms to make your presence known, step back and think about your audience first. Are you trying to reach retired women or young professionals? Determine your target audience so you can define parameters for your posts and ads.

And choose the right social media platforms, too. You’ll be able to tap into younger viewers on Instagram and TikTok. But if you’re after working professionals, or LinkedIn would be the better choice.

Create customer profiles that describe the demographic information, interests, and geographic location of your expected customers. Look at competitor brands, too, to see what type of content they are posting — and what type of interest they’re generating.

  1. Being Inconsistent 

Did you post a great image on Instagram on Monday? Then you shouldn’t wait until Thursday to post the next one. To generate more visibility with your social media profile, you need to be consistent about posting.

Ideally, you should plan to post Monday through Friday. And you may get more traffic if you post in the late mornings or afternoons. These are the times of day people are most likely to be scrolling through Facebook, TikTok, and other platforms.

  1. Overdoing Social Media Posts

While not posting enough can be a problem, so can overdoing it with the posts. In other words, avoid posting multiple times a day. This is particularly true for posts that are littered with hashtags, all-caps text, and other visual distractions.

If you’re showing up in someone’s feed all the time, they will unfollow you. Your best strategy to avoid overdoing it is to set up a calendar. You can map out posts in advance, schedule them, and give your followers a reason to wait with eager anticipation!

Avoid sounding like an aggressive salesperson, too. If every product explainer post or video reads like a heavy-handed sales pitch, users will grow tired. Make posts that involve slick graphics, humor, and clear information about the product or service.

Also read: 5 Ways to Tell Your Social Media Strategy Is Failing

  1. Posting Poor Content

When it comes to social media and SEO, you need to offer compelling content that hooks users. Snappy prose teasing a new product or information about an upcoming event will engage readers.

Don’t stuff your posts with too many keywords or hashtags. Yes, both of these items can attract more viewers. But when keywords and hashtags dominate your post, the rest of the content becomes unreadable.

Instead, link to recent articles on your website or blog. Check for grammatical errors before publishing any posts. And to elevate your content, weave in images and videos to generate more interest.

Don’t forget to take crisp photographs and resize them before uploading, too. Pixelated or backlit images won’t make your brand look polished. Likewise, videos that aren’t optimized will take forever to load or look blurry and unappealing.

  1. Not Making Content Sharable

Once you’ve drawn in a user thanks to a good social media and SEO strategy, make it easy for them to pass on the content. If someone loves a cool new product video and wants to share it, make the post shareable. You’ll get free advertising when anyone shares your content!

And make content shareable on other platforms. Someone might find your image or video on Instagram but use their account more often. Check your account settings to ensure that you’ve enabled sharing across platforms.

  1. Failing to Respond to Users

When you create a social media presence, it’s wise to include social media engagement posts. These posts aim to get a response from your target audience. For instance, you could create a poll or ask your followers to caption a photo.

But if your audience does indeed respond to your content, you need to respond, too. Follow up if you ask a question on a Facebook post and get responses. You can publicly respond or send direct messages if that’s more appropriate.

Offer a succinct answer to each question and relevant links for readers to find out more. Failing to respond to questions or insights from users paints you as indifferent — and that’s the last way you want your brand to look.

  1. Not Checking Analytics 

Most social media platforms offer built-in tools to check your progress with an ad campaign or broader social media strategy. Don’t ignore them! You’re always better off knowing if a strategy isn’t hitting the mark so you can make changes.

You should want to know your audience growth rate, which indicates how many new followers you’ve added within a set time frame. While you’re at it, look at impressions, engagement, and response rate times. Track how many video views you’re getting, as well as the click-through rate when you’re linking to additional content.

For instance, maybe you’re not generating as many impressions as you had expected. You might need to adjust the time of day when you’re posting. Or you might need to shift the demographic reach of an ad campaign.

Avoid Social Media Strategy Mistakes

Making social media strategy mistakes can derail your brand from gaining more visibility. Figure out your target audience and tailor your posts to their interests and needs. Use a calendar to maintain consistency with posting, and check your analytics to see if your strategy is getting enough traction.

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