6 Common Mistakes Companies Make in Social Media

Stories of failure are more common than success stories when it comes to social media. But since this is a new platform, you can expect a lot of mistakes while people are "getting it". I've listed 6 common mistakes companies make when they enter social media.

1. Not listening
Social media is a conversational platform. You do not enter an ongoing conversation with out listening to it first. Hear what people are saying, what they are thinking, what they are looking for before you start to express youself.

2. Adding value for the wrong part
While adding value is all you should be doing, think about who it’s valuable for. It’s not about you, you see, it’s about your customer, online friend, follower, conversation. What you add to the conversation should increase the value for those you are talking to in direct context to what they’re saying, not only your self.

You can ask yourself, if this was my best friend, is this what I would be saying now?

3. Faking it
People don’t like to be tricked or manipulated. So don’t trick them or manipulate them. Don’t create fake characters online. Don’t pretend to be a happy client, an enthusiast, a fanatic fan. Be who you are, be honest, be personal but yet professional and others will become the happy client, the enthusiast, the fanatic fan.

4. Using traditional media tactics in social media
Who do you choose as your beta testers? How do you phrase your press releases? In social media you’re having a conversation, so ask for a response. Engage the users. Expect it to be a dialog with your actual users and clients instead of using journalists as your beta testers or sending out statements with no room for response.

5. Building the network too late
Social media relies on network and respect. To gain any power within social media you need to build your network before you need to use it. Trying to exploit your network immediately will make you loose your connections and respect very quickly, because you'll be just another spammer.

6. Not investing
You can’t harvest without planting seeds. Social media marketing may be cheap – money wise. But it does not deliver any fruitful results without some serious investment. You need to invest time in building your network and earning your respect. Share your advice, even though it does not benefit you directly. It will come in handy later on. What you can get out of social media is in direct relation to what you put into it. So start investing today.

I hope this helps you avoid some of the most common pitfalls of social media. If you do it right, you can benefit greatly. If you've got more common mistakes people should avoid, add them in the comments below.

Hjörtur

Like this article? There's more coming up. Make sure you subscribe to me feed so you won't miss out on the new stuff.

Comments

[John H. Gohde]

I am new to social media. Your post contains some very practical advice.

[Blake Imeson]

Great post Hjörtur!

I'd like to see a post with some examples of companies doing it right and ones completely screwing it up.

Southwest airlines comes to mind for doing it right. (their blog) Comcast also seems to be on the ball with Twitter.

[Kevin J]

I am just getting into using these methods. i don't understand how to use them besides saying the usual boring stuff like Hi and I am going to the store type stuff.
I don't know really how to get people to follow you or who your suppose to be following?
Once you do have a following; are you suppose to communicate with them? If so; in what fashion?
Many people only talk directly to the group that they want too and never speak directly to you.
its starting to remind me of high school. If your not in the right group; you wont get noticed at all.
I would love some real advice on how this is really suppose to work and how to use it to your best benefit.
Thank you for post.

[Debra Dalgleish]

Great advice! And in item 1, I'd add -- Continue to listen, and listen more than you speak.

[Debra Dalgleish]

Great advice! And in item 1, I'd add -- Continue to listen, and listen more than you speak.

[Internet Marketing Joy]

I agree with you especially in creating real accounts not fake ones..co'z I believe that in any social media sites..trust is very important.

[AzAkers]

Social media and its role in brand management/reputation management is really starting to mature and take shape.

you've made some excellent points - but my favorites are the last two - 'Building Too Late' and 'Not Investing - there are too many brands out there 'waiting to see how it turns out' and they are missing HUGE opportunities while others who are embracing social media are making HUGE strides in positive online brand awareness and sentiment.

Excellent (and timely) post!

[Lee Graham]

Very good article! Especially for all of the newbies out there.

[EH]

Getting involved in social networking is a fantastic way for a company to reach more people. It allows the company to show a different side of their business. However, those who manage their social network must remember to stay professional and not get too relaxed because it might shed a negative light on their company.

[Nintendo wii]

Yes I am agree with you that social media will not give direct benefit but if we build huge network and status there then it will definitely help our business to get promotion. I like it and stumbling it here http://lindsayhogan.stumbleupon.com/ so that my stumbleupon group can share your post.

[Linda Margaret]

Thank you for the emphasis on investing. Listening and understanding the online market requires time and investment in order to be able to best respond to clients and consumers. Taking time to identify influencers and their concerns pays off but requires patience. Nice post!

[kristr]

Social media are primarily Internet-based tools for sharing and discussing information among human beings.

I you love to know more Social Media. You can visit here: http://www.openjason.com

[Anthony McCune]

Here from Kilroy_60's Gonzo Social Media Carnival being hosted by danny brown social media pr.

The advice you offer is top shelf.

Much of it is common sense, of course, but all too often that's a factor that doesn't come into play with people.

[Hjortur Smarason]

Thanks for stopping by, Anthony. You're right, it's mostly common sense. But the thing about common sense is, that it ain't all that common :)

[Motorhomes for sale]

Very true. I think reputation management has become easier though, while reputation "manipulation" haw become a lot harder, if not impossible. Social media puts a new strain on companies. It's quality and sticking to promises that counts today.

[Jeff Paul Internet Millions]

Well i must say i agree with you especially in creating real accounts not fake ones..co'z I believe that in any social media sites..trust is very important.

[christmas gifts]

I am newbie in this social media but it looks interesting.

[Volker from Germany]

Hello,
ich bin gerade auf einer kleinen Reise quer durchs web. Nun bin ich also auf dieser tollen Homepage gelandet und muss sagen: Der Besuch hat sich gelohnt! Ich werde deine Seite auf jeden Fall wieder mal besuchen! Wenn du Lust hast, kannst du ja auch mal auf meiner Homepage vorbei schauen. Ich würde mich sehr freuen. Nun wünsche ich eine tolle Zeit!