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5 #FAIL Signs in Social Media

There is no denying that many people are using social media in one way or another. There’s probably thousands of people each day that are new to it too. There are so many networks to use, and each one gets updated or releases new features so often, that I dare to say that everyone end up learning something the more they use social media. Here at Design Theory, we know a lot, but we try never to say that we’re “Gurus” that know everything. It’s hard to know everything when things change so frequently.

Now we’re online almost 18 or more hours a day. Be it on our smart phones, laptops, tablets, and desktops. One way or another we’re online and engaging our audience, partners, and clients in some form or medium. It’s a lot of work and a lot of constant effort. For the average small business owner deciding whether or not to get into social media, our advice is usually the same:

“Either go all in, or don’t bother at all“

Harsh? Yea a little but the reason why is we hate to see failed attempts. It is very easy to get confused when you’re first starting out. And those little mistakes that may seem insignificant to you, may cost you your online reputation.

Incomplete Social Profile

This is totally a rookie mistake, but you’d be surprised how many social accounts we come across that are only partially filled out. Have you ever seen that big goose egg on Twitter for a person or business? They probably haven’t ventured into the profile settings to upload a cool head shot or picture of their store or logo to show that they’re actually a real account. Or on Linked In where someone may use a picture of a cat or cartoon character as their profile photo. Not only is that not appropriate for that social site because Linked In is considered more of a professional business networking site, it looks like you don’t take your professional profile seriously. Facebook allows you to input a lot of information for your Business Fan page, so take advantage of that. In a lot of cases a successful Facebook page will show up in a Google search way before your website does. So be sure to have your best foot forward with all of your information listed.

Dormant Accounts

These are social media accounts of people or businesses that at some point got started, then got bored, frustrated, or lost interest and stopped using their accounts. I’m sure some of those people thought they’d get back on the wagon once they found some more free time in their day, have an upcoming event or sale that they’ll want to promote in the future, or some reason or other. However valid the excuse may be, to a potential client and your audience it now looks like you don’t take your social account seriously. And in that microsecond you lose a potential ear for someone who was willing to pay attention and follow your brand.

Duplicate Updates & Posts on All Mediums

Speaking of multiple accounts, don’t make the mistake in posting the same posts or status updates across ALL of your social media accounts. Its tacky and lazy. Sure that sounds mean, but it’s true. Most people are members of more than two social media platforms and they’ll see your post on one network then see the same one on another network word for word. It looks like a robot may have posted it or you’re not really putting time to pay attention to the conversations and tones of each network individually. Point is you can’t mix coffee with juice then a slushy and dip your donut in it and expect everyone else is drinking and eating the same things you are at each table.

Failure to Respond

This one kind of falls under the dormant accounts but in some cases is a bit worse. Have you ever reached out to a fan or someone on a social network and never hear a response? Or have you read a post that was just posted in the last few minutes of you reading it, and you like it and reply, and you never hear a response to your reply? Yea those are bad. It looks like you’re just talking and could care less about listening. Which really defeats the purpose of being “social” on these networks. There’s some etiquette for each network on reasonable response times.

You Think It Shouldn’t Cost Much

I saved this one for last because it seems to always be the elephant in the room. To be a little transparent, we get a good amount of emails and phone calls requesting quotes on managing creating social media accounts for small businesses. I would say the number one hesitation for us seems to be price. Yet we’re not the cheapest business in our local market and certainly not online. To give you an idea of a median price for a full package for social media management and marketing for Google+, Twitter, Facebook, Linked In, YouTube, and Pinterest; you would be paying around $2,000 a month. This includes metrics, tracking, custom Facebook tabs and landing pages, Call to Action and ongoing marketing initiatives, and of course constant up to the minute engagement.

After reading all this, I’d love to hear your thoughts and even your own experiences. Lets start a dialog with other readers in the comments below.

Why Does Social Media Management Cost So Much?

All Posts, Social Media

In today’s online arena, businesses of every size are engaging their audience and potential clients through social media. Even the term social media is bigger now than a year or two ago. Whether you like it or not, it’s a medium you’re going to have to deal with if you want to grow your business. For us, our best reasoning to our clients is “It’s better that you use it and expand your brand to your community, or your competitor will.”

Time

This is probably the main reason why social media costs so much. I know there’s plenty of people who tell you that you can do it in just a few minutes a day and never have to think about it for the rest of the day. Not entirely true. Scheduling posts is a great way to leverage your time, but what happens when your posts get a bunch of responses and some of them are viable leads? Do you then respond the following day when the trail is cold? I hope not. You respond while they’re engaged and lead them to a meeting, phone call, or call to action on your website, or better yet to BUY SOMETHING! This isn’t possible if you’re not available to respond when things are happening.

Value

There are quite a few social media companies out there. You don’t have to search hard before you find one either locally or via a quick Google search. What may be hard to find is what they charge, hourly or monthly rates, and what your ROI may be. (we’ll get into ROI shortly). Lets go the hourly route for now. Signing on to each of your accounts doesn’t take long right? Then thinking of a good post that is NOT the same for all your accounts may take 5-7 minutes each to come up with something clever and original. Using Hootsuite or Buffer to schedule your posts could take about 2-3 minutes each to post a message and a short link. Reading back your feeds, wall posts, timelines, etc could take about 5-10 minutes each here depending on all the people you follow, and save or read posts. Then of course you have to respond to their posts, blog articles, at-replies, direct messages, wall comments. I’d say another 4-5 minutes. Did I lose you? Add all that up for all your separate accounts and you’ll easily be over an hour’s worth of your morning coffee.

ROI – Return On Investment

There’s a couple of ways to look at this. For the business owner trying to do this on their own, you’re immediate ROI is the money you may save by doing your marketing on your own. However, you also have to invest in a LOT of constant research to stay up on all the latest updates and improvements in order to ensure you’re social profiles and accounts are the best that they can be. Honestly that’s a daily task that isn’t done in under an hour.

Using a marketing firm probably won’t give you back 2-1 for each dollar you spend either. Chances are you’ll spend a lot more than you stand to make. Of course this rather depends on your website, products, and or services. There are ways to gauge the effectiveness of their services though:

New fan page Likes
New Twitter followers (real users, not spammers)
Improved views on your customized YouTube page
More connections and recommendations on Linked In
Improved +1’s on Google Plus

Unique Identity and Personality

You can’t fool people. Well some maybe, but its pretty easy to discover social accounts that are poorly managed. You’ve seen them, the big goose egg for a Twitter avatar instead of a nice head-shot. The overstretched fan page cover art that was never created specifically for the cover art but instead chosen by Facebook automatically. The Linked In profile picture that is of a family pet or worse the person in a swimsuit. (I’d post actual pictures, but I don’t want to get hate mail). My favorite are the ones that got started, got heavy into it, then suddenly stopped and never returned. They most likely got frustrated with the lack of engagement for many reasons both valid and some unbeknownst to them.

Each of your social profiles should be a little bit different because of the audience of that platform. For example, your Twitter avatar and profile may be a bit more casual, where your Linked In profile will and should be more business professional. One major point about each of your profiles though is that they’re optimized fully. Meaning a great bio, edited profile or avatar picture, links back to your website, phone numbers, and if possible location and email address for quick contact.

I hope that this was informal to you. If you have any accounts that may need a bit more attention, please take a few minutes and adjust them now. If you believe you can take on your companies social media accounts, be encouraged that you can do so and be effective so long as you keep up with your audience in whatever way or medium they’re most active. For those of you who don’t mind sharing please comment below in how much time you spend daily or weekly in your social efforts.

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