5 Social Media Marketing Mistakes You Should Avoid

5 Social Media Marketing Mistakes You Should Avoid

Social media has always been a popular marketing channel for businesses. Not only because it’s inexpensive and easy to use but because it allows companies to develop a one-to-one relationship with their audience and gain real time reactions and useful feedback.

When businesses were forced to shut their doors to the public due to the spread of COVID-19, even more businesses had to turn to social media as their only way to keep in touch with their customers and keep their businesses afloat.

In many cases, social media acted as a website for smaller businesses to sell products and services via Facebook and Instagram. Businesses using social as a marketing tool is fantastic and not wrong, but here’s some things you could improve on to make your social even better…

Lack of Strategy

The big mistake business owners make is not having a social media strategy. 2020 has seen social media become increasingly more valuable as a marketing tool.

You need a strategy for a marketing plan, so why wouldn’t you have a strategy for a social media marketing plan?

A social media strategy is a summary of everything you want to do and want to achieve on social media. It guides your actions and helps you figure out if your plans are successful.

In order to develop a social media strategy you need to define your social goals, your target audience, the content you’re going to share, when you’re going to share your content and how you’re going to execute the strategy. 

Develop your business’s own social media strategy by creating an action plan and clearly defined goals. You also need to plan your types of posts – images, videos, reshares, hashtags and defining your business’s social media tone of voice. 

Manage and plan your social media content with a handy calendar guide and template from HubSpot.

No Consistency

So you’ve created your strategy and planned to post twice a day every week day. That plan is great until you become too busy with other aspects of your marketing plan that you forgot to post anything for days.

When your strategy is set in place, not being consistent with your updates means your content can get hidden from some of your followers. Your engagement rates and impressions can decrease if you’re not consistent.

To combat this, you should schedule your posts automatically for certain days and times of the week. HubSpot has a social media tool that you can schedule posts for all your social media pages, monitor interactions and track your social reports.

Not Tracking Results

Following the last section, you should always track the progress of your posts. This allows you to make strategic changes to your posts and see what content is more popular with your audience.

You should look at metrics such as first-touch analytics (how much traffic social media is driving), multi-channel analysis (which social channels bring leads in), content analysis (what type of content generates the most buzz) and timing analysis (what times or days give you the best results).

Not tracking your progress can result in your posts not getting the engagement you want and lack of potential customers to the business, as your content or the social platform you choose could be completely wrong for your audience.

Lack of Engagement

Staying silent on your social platforms is a major mistake. Engaging with your audience is good for your social media pages. It boosts the algorithm on Facebook and Instagram specifically.

Engaging with followers also allows for your business to create a connection with them and creates a “feel-good” sense when followers think of your business. According to Convince & Convert, answering complaints on social media can increase customer advocacy by as much as 25%!

So how can you improve your engagement? Stay on top of your “mentions” on your socials, and pay attention specifically to the relevant conversations. Maintain a consistent and authentic voice so you can humanise your brand.

Avoiding Negativity

Go onto any big brands’ social media, and no doubt you’ll find at least a couple of negative comments, no matter how good the reputation.

If you find your social media pages getting negative comments, you need to react wisely. Don’t delete the negative comments. 

Show your audience that you can be objective towards the negative comments, thank them for the advice and use it as constructive criticism.

If there’s no reason for the negativity, just ignore them and move on.

You need to keep the speed of your response to negative comments at the top of your mind too. According to Salesforce, consumers and business buyers are 5 times as likely to rate real-time messaging as an important feature after purchasing a product. 

Building a presence on social media for your business isn’t easy, and these mistakes aren’t hard to avoid. 

Just remember to keep these mistakes in mind to create your marketing plan and utilise the tips to benefit your business.

We hope these tips can benefit you in your marketing efforts. If you still have questions or would like to discuss how our team can assist you in driving more traffic, leads and sales, we are just a click away and ready to help


Graduating from IT Sligo with a masters degree in marketing in 2018, Sinead is one of Dotdynamic's newest team members! Having based her Masters dissertation on social media marketing and with a background in freelance social media, Sinead loves to ensure that Dotdynamic's social media content is fresh and updated daily. When she's not creating content, Sinead loves adding her creativity to projects and designing assets for marketing campaigns. In her free time, Sinead can be found making numerous cups of tea, chatting endlessly and having loud singalongs to golden oldies!