• Home
  • /
  • Blog
  • /
  • 4 Branding Mistakes to Avoid on Social Media

4 Branding Mistakes to Avoid on Social Media

Facebook remains the top social media outlet for startups and small businesses to find new customers despite its major algorithm change in the beginning of 2018. While the platform’s change was a direct hit on business owners, there are still ways to build your brand and increase your revenue without emptying your marketing budget piggy bank into Mark Zuckerberg’s wallet.

As businesses work to strategize and gain footing in the new Facebook world order, there are certainly some practices that are brand killers. Understanding the bad habits to avoid will help you grow your social reach regardless of how the algorithm sways.

Unpredictable Posting

Content may be king on social media, but if you’re not posting consistently, it really doesn’t matter that you have the best blog or meme game. Being consistent on social media has a different meaning on each platform. Here’s a guide to how often you should post on different social media platforms:

Facebook: 1 to 2 times per day
Instagram: 1 to 2 times per day
Twitter: 15 times per day
LinkedIn: 1 time daily
Pinterest: 10 pins per day

A number of scheduling tools exist that will post your content for you, but don’t put Buffer on autopilot and forget it. You need to engage with your fans by answering questions, responding to comments, and collecting UGC for future marketing campaigns. Being sporadic on social media leaves fans wondering if your brand is still intact and will ultimately cause them to click unfollow.

Inconsistent Message

Develop a consistent brand voice. Your voice should carry from the product packaging to your Facebook cover photo. The language, tone, and sentence structure all create a voice. Each photo, blog, or video you post should be consistent with what you want customers to see and know about your brand.

There are 300 million photos uploaded to Facebook each day. If you want your brand to have a fighting chance to reach customers and resonate with them within the 35 minutes they spend on the platform each day, keep a consistent voice.

Average Experience

Customers want a personal experience with your brand. One Walker study predicts by the year 2020, customer experience will overtake price and product as the key brand differentiator. Your users want a personalized experience. From a tailored retweet to marketing emails that make specific product suggestions, a custom-made experience will be what builds your social community.

A customized experience doesn’t stop with product promotion and flash sales. Social media is the new customer service representative. Customers and followers want to be able to report a problem to one of your social media accounts and get a response.

1 in 3 social media users prefer social media customer care services to telephone or email.
78 percent of people who complain to a brand via Twitter expect a response within an hour.
Customers spend 20-40 percent more with companies that engage and respond to them via social media.

No Tracking

In order to know what type of content your fans and followers want to see, you must track what you post. Tracking the engagement on different types of posts will let you know how to adjust your marketing strategy in the future.

You’ll not only build a stronger marketing strategy moving forward, but you’ll also be able to predict trends before they hit your social media channels. You’ll recognize patterns in user behaviors as well as highs and lows in the market, and know how to engage with users based on what they like and share.

Social media algorithms may change, but your brand should remain consistent. Keep a strong brand voice, understand your customers, and track what type of content works best on your channels to strengthen your brand on social media.

Tracy Collins Ortlieb is an award-winning journalist and copywriter. Ortlieb specializes in parenting and family, travel and hospitality, and legal topics for such outlets as Parents, SheKnows, and Avvo. She lives in Chicago with her husband and daughters.