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Social media usage is a hobby for some, but for others, it is an essential business component. In the digital era of online media and engagement, utilizing social media marketing in conjunction with offline traditional marketing tactics is pivotal to the success of a company. Establishing an online presence for a business is quintessential in developing a well-rounded brand. 

While some social media outlets are extremely user-friendly and easy for a business to use to their advantage, careless mistakes can just as easily be made. A business would be wise to observe these social media ‘do’s’ and ‘don’ts.’ 




Be realistic

Social media is, no doubt, a great outlet for building brand awareness and generating new customers. In reality, however, boosting sales and cultivating profits comes from an efficient website, customer service team, quality products, and a number of other internal factors. A business cannot depend solely on social media marketing to generate revenue. 


Be authentic

Consumers purchase goods and services from brands that they trust. To build this trust, show your consumers that real people work behind the scenes of the business. Authentic interaction and posting on social media will build a reputable brand with loyal consumers. In turn, these consumers may also advocate for the brands that they trust, thus providing more outlets of marketing and advertising. 


Be smart

A golden rule of thumb is to stray away from posting on social media about controversial topics like politics, religion, etc. Consumers tend to trust a brand that takes a more neutral approach to split topics or those that do not engage in the topics at all. A business should focus their social media marketing efforts on equitable trends and, above all, their industry and products. 




Act out of haste 

One major pitfall of social media platforms is that users can hide behind an online pseudonym to share feelings that they otherwise would not feel comfortable connecting their names to. That being said, there will always be critics for every product in any industry. Addressing negative comments or posts on social media should always be done in a professional matter and only if a reply is warranted. Otherwise, a business should focus their social media posts on more important and productive matters. 


Eliminate human interaction 

Social media platforms are a fantastic place to quickly and instantly interact with real-life consumers. While automation is a great feature to make internal systems and processes more efficient, it would be wise to save AI and automation for just that. Consumers value a brand that they feel personally connected to, and human interaction, especially in customer service, is highly rewarded with trust. 

Use social media to interact with your consumers to build this trust and enhance the user experience. When a consumer tweets at a company, they expect a reply. When they leave a bad review, they expect a resolution. Social media platforms are a great place to publically address your consumers. 


All in all, social media marketing is a generally cheap and effective way to build brand awareness, connect with consumers, and build a great online presence.