6 Social Media Mistakes That Are Costing Your Brand

June 8, 2016

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6 Social Media Mistakes That Are Costing Your Brand

Pretty much every brand today has at least a few social media profiles. And rightly so. They're an excellent way to show off your products, interact with customers and build a community around your brand.

They're an excellent way to show off your products, interact with customers and build a community around your brand.

But are you aware how your social media posts impact consumer perception of your brand?

How you use your social pages and what you post about actually say a lot about your brand -- and it can either make or break your reputation.

Here are six mistakes you might be making that can negatively impact your brand image -- along with some tips on how to improve.

Mistake #1: You're good and you know it

You've got it all and you're not afraid to show it. Your posts are mainly about your business, products and brand. It's okay to be passionate about your company, but you need to let your followers breathe, too.

Your audience won't be interested in what you've got to say if all you do is brag about your brand. Plus, Facebook will likely penalize you for overly promotional posts like this one.

Plus, Facebook will likely penalize you for overly promotional posts like this one.

Facebook post

What to do instead

Consumers like content that's interesting, helpful and relevant to their lives.

Auto-promotion won't get you their attention – only thoughtful and engaging content will.

And don't worry: Creating great content is the best way to show off your expertise!

Here's a good example of how Nike promotes its brand philosophy with engaging written content mixed together with a stunning video.

nike promo

Mistake #2: You're invisible

So you've got a profile and post once a week.

But does this even count as social presence?


You can't expect people to follow and engage with you on social media if you don't give them a reason to.

Marketing experts recommend different sharing frequencies, depending on the social platform. Here's a general overview of what to do:

  •         Pinterest – 5 posts per day or more
  •         Google+ and Twitter – 3 posts per day
  •         Facebook – 2 posts per day
  •         Instagram – 1-2 posts per day

Post too infrequently, and you'll never get their attention -- and gradually kill your brand.

Posting to social media

What to do instead

Start posting on a regular basis and monitor the reactions of your followers to learn the types of content that resonate with them most.

Engage with these people, start a conversation and carry it to other channels as well.

Be responsive and listen to what your audience has to say.

Mistake #3: You just talk a lot

If you concentrate mostly on copying or sharing content created by others, you might be falling into this mistake.

Your brand may be entertaining.

But by upsetting the balance between original and curated content, you risk losing your identity.

Lack of brand originality will become a problem -- once your audience catches on and sees that almost all your content comes from other sources.

They'll quickly move on to a more authentic brand.

social media talk

What to do instead

How should you deal with this problem?

By simply creating your own content – and there are many interesting ways to do that!

Try to mix it up: excellent copy or powerful visuas – whatever fits to make your social presence even more prominent.

By writing long-form content and publishing guest posts on industry blogs, you'll catch the attention of industry experts and consumers alike.

Mistake #4: You're an expert and not afraid to show it

Your posts are often completely out of your audience’s reach.

Yes, they're smart and informative, but the amount of jargon makes them hard to digest and prevents consumers from having a conversation about the content.

You might be providing some great solutions, but the vast majority of people who stumble upon your content will just think it's dry and uninteresting.

What to do instead

Learn more about your audience and adjust your posting to their preferences. Make sure that your content is relevant to their lives.

Write in a language which is informative, but simple.

Find the balance between education and engagement – a key pillar of social media – and you'll be on your way to capturing the attention of your audience.

Here's a good example of this practice from Oracle's incredibly informative Facebook page.

Oracle Facebook Post

Mistake #5: You rely only on “fun” content

Your social pages are full of jokes, memes and funny pictures.

You get lots of likes and shares, but that's all the engagement you can get with that type of content.

In fact, this posting style makes your brand look unreliable and juvenile.

Why would a customer trust you if all you show are funny cat videos and no proof of your expertise?

What to do instead

Post about professional topics relevant to your business -- especially on LinkedIn. This doesn't mean you can't be playful or fun though.

Try posting pictures of cool events you attend or show behind-the-scenes company footage.

Here's a great example from LUSH Cosmetics showing the brand's employees participating in a nationwide protest against fossil fuel industry – it's in line with their brand philosophy and offers a glimpse of the brand's life.

Lush Cosmetics Facebook Post

Mistake #6: You're waiting for the right occasion to promote your brand

You’re lurking on social media, and when the time feels right, you comment or reply with self-promotion in mind.

Feeding off others in a blatant way is bound to get you noticed.

But not in a good way.

What to do instead

Think about what you can do with your own page instead.

Be consistent in your marketing and stop relying on this aggressive promotion tactic. Focus on your audience and be consistent.

Try to create content that's shareable and attracts the attention of the industry.

Be present on your social channels and interact with your audience in a non-promotional way.

Fostering this type of conversation is essential to your social marketing strategy. Check out how Adidas manages to respond to comments left under this video post.

Adidas Promo

Now that you have a better understanding about what your social posting might be saying about your brand, you can revamp your social media strategy and deliver content that truly resonates with your audience.

Tess Pajaron is a Community Manager at Open Colleges, an online learning provider based in Sydney, Australia. She has a background in Business Administration and Management.

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Josh Coffy

Josh is an entrepreneur at heart, dropping out of college to pursue his dream of owning his own business. Fast-forward five years later, and Josh’s unique ability to marry technology with creative marketing strategies has led to Flight Media’s steady and swift growth. Now one of the leading Inbound Marketing companies in Ohio, the U.S. and abroad, clients trust Flight Media’s expertise, agile approach, and transparency. You can find Josh at CrossFit, backpacking the West coast with his wife, Kelsey, or reading a personal development book from his ever-growing library.