7 Unfortunate Social Media Strategy Blunders

Your business may be breaking the cardinal rule of, well, business and you might not even realise it. Regardless of industry or market type, there is one thing that all successful businesses have in common and that’s the formulation and diligent application of Strategy. All too often do we see incredibly successful companies, who have fought their way to the top through the use of carefully thought-out strategy, making unfortunate mistakes when comes to their social media marketing approach. Bottom line here is that without taking the time to formulate a clear social strategy you might find your business making these 7 Unfortunate Social Media Strategy Blunders…

1. Frequency Inconsistency

“Our Social Media guy went on Vacation for 2 weeks so we put our Twitter account on hiatus.”

A lot of experts will tell you that consistency is a cornerstone of Social Media Strategy. And they are correct; if your social voice isn’t consistent then the people that look to your business as subject matter expert, or even a source of a daily chuckle or interesting article will begin to look else ware. Think of it like this, if you had a really good friend disappear for a two months and then call you up like nothing happened, wouldn’t you be a bit confused or even hurt? The same rules apply to social media, and if you break the rule of consistency even once, the setback to your social momentum could be devastating.

2. The Hard Push

“Check-out every article, interesting or not, I read this morning over an extra-large double frap”.

You have heard the saying, “If you have nothing nice to say, don’t say anything at all”, well when it comes to social media strategy the saying should go, “if you have nothing interesting to say, don’t say it at all”. Retweeting or sharing everything your fans say is not a wise strategy, nor is sharing every article you read or updating your status relentlessly. Remember, there is a fine line between Engaging and Spamming; ask yourself “If this wasn’t my business, would I find this piece of information interesting?” If the answer is no, then put down your Smartphone or close your laptop.

3. The Soft Push

“Check out the one article I read this month! Stay tuned for my next hyperlink, coming to you in 3 weeks!”

If you are unwilling to commit daily to monitoring and updating your Social Media accounts, hire someone who is. The value of being in the space is diminished to the point of being null when your contribution to the space is akin to being a fly on a wall.

4. Lazy Grammar

“LOL we got a salez on 2day every1 !!1!”

you must remember that even though you are updating a social status for a business you are speaking not as yourself, but as that brand. You would never publish a press release without carefully proofreading it first, so why should a status update or tweet be any different? Before your first status update or tweet you should clearly identify the type of voice from which your brand should speak and never stray away from your Brand Personality.

5. Brand Personality

“Here are my personal thoughts on this highly controversial subject…”

You must quickly realise that all of your customers are unique individuals, and just because they like your brand doesn’t mean they personally stand for everything YOU stand for. As mentioned in the previous Blunder, you need to treat your business’s social media accounts separately from your personal ones. Make sure to be politically conscious and to never share something that could alienate your fans, followers or customers.

6. Keep your Friends Close

“It’s a good idea to follow anyone and everyone to get your clout up”

Your follower count doesn’t have to be astronomically high for you to see a return on your social media marketing. It’s not a case of ‘less is more’ but rather a case of ‘quality over quantity’. If your follower list or fan page is full of accounts that haven’t contributed in months, then you might want to reconsider this particular aspect of your social strategy.

7. Undeveloped SOP’s

“That was a really nice compliment; I think I will send them an ipad!”

Businesses that do not clearly develop standard operating procedures for social media are doomed to look inconsistent and unprofessional. Everything from the types of information to share, the type of people your brand will follow, the procedures for dealing with complaints and compliments and the types of status updates you will share, has to be clearly identified and made official.

It is absolutely essential that your business accepts that Social Media Marketing needs just as much strategy as any other form of marketing, that is, if you want to see a return on your investment. The all encompassing rule here then, is that without devising and applying a social strategy EARLY on, you could possibly make some major mistakes or at the very least, realise a lower potential return on your investment than is actually attainable.

Why Social Media needs to be a part of your Sales Strategy

You are already deep in understanding the importance of follow-ups, rebuttals and how to negotiate, right? But I bet you haven’t exactly put your finger on how you can start using social media as a part of your sales strategy.

I know you’ve heard of the big name CRMs and social media monitoring companies but do you really get it? If you do, great – you’re officially the 1%. Ok, maybe not the 1% but you’re not like most people because the majority of folks working with Social Media still have a hard time finding a return on their investment.

The biggest challenge with social media is that as a business, you want to cut down the lumber and make money, not water the forest and grow trees! But it takes time and you get impatient, so here are a few key reasons why Social Media is not something you want to leave out when it comes to your sales strategy:


Awareness Development


Social Media presents your business with an opportunity to be exposed to more eyeballs.


The ability to get in front of the right people has never been easier. Whether you’re looking to engage the niche networks to generate leads or use the more popular social networks to build relationships; the opportunity for an increase in brand awareness can be found right here.


It’s important to get your name out there as much as possible as it will make more people feel as if they have a connection with you. People like to do business with people they like and know. By generating awareness on social media you’re half way there. In fact, research shows that 50% of fans or followers on social media say they are more likely to buy or recommend a company they are engaged with than one they are not.


Deep Information on Customers & Prospects


One of the greatest advantages with social media is that consumers share some of their most personal information here – whether it’s about their favourite football team or what they have planned for vacation. This information, over a period of time, gives you great insight into your customers.


Remember. Coffee is for closers.


More Relationships, More Potential


We place a lot of value on measuring and ensuring you have a clear idea what the Return on Your Investment is when you’re using social media. We also believe it’s important to recognize the other type of return you can have when you use social media for identifying potential leads. It’s what Ted Rubin calls the Return on Relationships.


Simply put, Ted describes it as the value that is accrued by a person or brand due to nurturing a relationship. ROI is simple $’s and ¢’s. ROR is the value (both perceived and real) that will accrue over time through loyalty, recommendations and sharing. With social media you have an opportunity to take this value to the next level through consistent relationship management and just letting them know you care!


Earlier I mentioned that people like to do business with people they know and like. Well this is where you start to establish the latter of the two attributes. In doing that you can build stronger relationships and stronger relationships will result in a stronger sales force. It’s that simple.


What other ways do you see social media improving your sales strategy?