Companies need to do everything they can to get more out of social websites. This is the social era, and consumers as well as organizations are turning to social media to handle their business. One of the ways to properly manage a social media presence is to bring on an online marketing manager.
Without having an online marketing manager in place, there’s no one to be accountable for the decisions that are made. What often happens is that individuals are assigned to the online marketing with no real manager in place to direct the work that’s done. This poor planning leads to a number of common mistakes that we see individuals and organizations make on a regular basis.
Here are 5 common mistakes that turn up in social media marketing when there is no online marketing manager or strategy in place:
No Blog
With the ease of use around Facebook and Twitter, some people are asking why a blog is even necessary. It couldn’t be more relevant. Your blog is your plot of land. It’s your real estate on the web. You may think you have a presence on Twitter and Facebook, but that’s nothing more than having a vendor cart on a street corner. You don’t own the space, you’re just standing there. You may spend a lot of time and money building a presence on Facebook, but what do you do is Facebook has a downward shift, is taken over, shuts down, etc?
Far-fetched concepts, but it puts your “presence” on those sites in persective. Your blog is the best place for you to engage and interact with your target audience. If you don’t have one, then it’s time to get one – any experience online marketing manager will give you the thumbs up on that concept.
Mixing Business & Personal
It’s important to give your company some personality through sites like Facebook, and that human side is vital for building relationships but it can be extremely confusing for followers when you start mixing personal post and personal life issues into business content. If you were to discuss this with an online marketing manager they would hammer home the importance of keeping your personal social media profiles set aside for friends and family. Create a Facebook fanpage or other business page for your company or marketing business and use that page to connect with business followers, customers, clients, vendors, etc.
Lack of Integration
If you want to be efficient like the organizations that utilize efficiency experts and an online marketing manager then you have to be efficient with your time. The first step is to link your social sites together to simplify your marketing efforts. Your blog content should be feeding into all your social networking profiles, and you want your various followers across multiple networks to know that they can connect with you by other means if they want to do so.
A Lack of a Consistent Image
When you want to brand yourself or your company online, you have to develop a specific persona so that you can easily be identified across multiple networks. When someone finds you on Twitter and follows your breadcrumb trail to a blog or a LinkedIn profile you want to make sure that they are comfortable with where they land. Without appropriate online marketing, you’ll manage to have an inconsistent image that will turn people off your company and make it difficult to remember who you are.
Hard Selling
In case you hadn’t heard, it’s not ok to push your message without participating. Haven’t you heard that you have to give a little in order to get a little? An online marketing manager will help you achieve the engagement and connection you need to build relationships. In the end, it’s about the conversation. Those things all come together to create credibility. If you try to be the next great used car salesman pushing snake oil then you’ll get absolutely no where.
To Your Success,
Joerg Weishaupt
P.s. Get more information on social media and marketing in my free primer "Building A Successful Marketing Strategy". Sign up for your free copy today.
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Joerg Weishaupt is a 48 year old entrepreneur, software architect, search engine optimization and social media expert. Joerg has been building a lot of profitable Internet businesses since he put his first website online in 1995. He is also one of the founders and partners of Social Media Science LLC, where he launched a content syndication network called SYNND.
Joerg resides in a small, quiet community about 100 miles outside of Munich, Germany. If you ever seek to find him, look for where the cows gather.
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