ARE YOU GUILTY OF THESE THREE SOCIAL MEDIA SINS?

  1. INAUTHENTIC ENGAGEMENT TACTICS: COMMENT PODS WILL NOT GROW YOUR BUSINESS

The latest in well-meaning but short sighted (and slightly desperate) social media tactics, a comment pod is where a group of businesses join together and comment on each other's latest posts, usually organised via Facebook Messenger, in the misguided belief it will bump their content to the top of newsfeeds, and help grow their follower numbers. 

 
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2. WINGING YOUR SOCIAL MEDIA STRATEGY - POSTING ABOUT YOUR PRODUCT WILL NOT ENGAGE YOUR AUDIENCE

Is your content strategy to post about your product/service a couple of times a week and then cross your fingers and wait for sales?  So just how is that working out for you so far...? 

Social Media is about people.  Nurture them, connect with them, entertain them, be vulnerable with them. Provide for people and people will provide for you.   

What to do instead?  Ensure you have a content strategy and that it includes more soft posts than hard (selling) posts. Make sure you know who your target audience is and that your posts speak to them. 

 
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3. IGNORING PLATFORM CHANGES: FACEBOOK ENGAGEMENT BAITING - STILL DOING IT?

In December, Facebook announced they would be limiting the reach of posts on Business pages that they determined were engagement bait.  But what exactly is engagement bait and are you guilty of it?

If you're still relying on tactics that include the words SHARE this, LIKE this, COMMENT below then you are engagement baiting.  If you are asking your audience to vote using reaction emojis or tag a friend, then you are engagement baiting. 

Since Facebook's announcement business owners and marketing agencies alike have tried to convince themselves they aren't baiting because _____ (insert inaccurate reasoning here).  Most commonly I hear it's not engagement bait if it's a giveaway, or it's not engagement bait if you're not linking to site outside of Facebook... but no, according to Facebook it really is engagement bait.  And your reach will be limited. 

The below examples were produced by Facebook and should clear up any confusion you may have.

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What to do instead?  If you're running a giveaway get people to head to your website and subscribe to your mailing list or fill in an entry form - it's better for your business anyway as their emails are more valuable than their Facebook likes.  Giveaways on Facebook attract people who are only after freebies.  There is no way around it - it is better for your business to receive less entries, less Facebook page likes, and less engagement from the RIGHT people, than mass engagement and entries from the wrong people.  

If you want more engagement on your regular social media posts, then nail down your target market and speak to them authentically in every post - and make life easier with a content plan! And if you don't know where to start with a content plan or think you may need a guiding hand, then get in touch!


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Rachel Gronback