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Trying Too Hard on Social Media? - B2BSage.com

Trying Too Hard on Social Media?


In just a few years, social media platforms have grown exponentially and it has become necessary for brands to develop successful marketing campaigns that integrate social media to some degree. Many marketers are now wondering if they are trying too hard on social media and are at the risk of overexposure.

Though, brands are repeatedly advised to create accounts on social media and engage with their customers regularly, we don’t often hear about how often we should be posting new content.

Guys like Grant Cardone profess that you can’t be on social enough.  If you start to annoy your audience, eventually that will turn into their admiration. White might work for Grant however, might not be applicable for all B2B brands, you need to know when to draw the line.

Where do things go wrong?

The problem surfaces when brands try to focus on the number of likes and followers, pure vanity metrics (@sujanpatel) instead of focusing on the quality of the content shared or its relevance to the brand.  How often have you seen the ads for buying 1,000,000 followers for $5?  Come on, how is having this many fake followers actually going to help you?   Do yourself a favour and start earning followers and more importantly “engagement” through honest hardworking hustle.

Promoting content just for the sake of it, will just end up creating more noise on social media, instead of creating a real impact. After all, it’s not just about the number of likes a brand gets on each post, it’s about converting those posts into sales.

When brands start sharing non-relevant content with their followers, people can either choose to completely tune it out or worse, they can choose to not follow the brand anymore, they’ve opted out and you have a long road ahead of you to gain their trust back.  Sure, there may be a few hangers on out there that will give you a RT as a favour, but let’s be honest, that’s not going to increase your revenue.

To avoid the trap of posting too frequently, B2B brands need to walk a very fine line and distinguish between the different social media channels. Every platform is different, they require different content and different posting schedules to keep their audience happy and generating leads.

While your Twitter followers won’t mind you posting 6-7 times a day (some even post every hour), if you follow the same schedule for Facebook, people will be reaching for the big “X” – do not follow. The ideal posting schedule for Facebook is 1-2 times a day.

Keep Some Suspense

Yes, social media platforms are a place for digital marketers to tell their brand’s story, but if they really say everything there is tell, where is the suspense?  Are you giving away prime consulting knowledge for free?  Do yourself and your business a favour and don’t totally open Pandora’s box.

Posts on social media should be engaging and demonstrate the brand value proposition and yet, maintain a mystery which would entice users to click that mouth-watering call to action.

Most of the brands typically stick to clean, crisp short sentences. There should be around 60-70 words, followers don’t typically read beyond that. Also, there are many brands that add so many hashtags on Twitter or Instagram that it almost looks desperate. Shorten it out, and try to use a couple of hashtags at once – stick to the point.

Avoid blatant publicity

The whole reason of creating social media pages and sharing content on it every day is to promote brand awareness, everyone knows that and so does your audience.

Being too pushy and salesy will only make customers ignore your content, take time to craft your posts and be subtle about it. A great example of subtlety is Forever 21, one of the world’s leading fashion brands regularly posts user pictures on Instagram. Along with the caption and tagging the model, the brand also mentions that the link to all the clothes and accessories showcased in the picture have been ‘added to the bio’.  Clever yet subtle, kudos to F21.

This is a very subtle way of campaigning their own clothes. Also, posting user-generated content means there is a personal touch to the pictures, as compared to glossy fake campaign pictures.

More communication with customers

Social media is not just a place for customers to learn more about your brand and follow updates, it is also where your customers post about their issues, beefs, and complaints.

Try to ignore those issues, and focus on posting beautiful pictures of your products?  Look out Jack, it’s bound to annoy your audience and get you some more non-follows.

Instead of just directly giving your customer the support number or email, connect your support team to your social media channels, get them engaged, and help your customers in near real time – now that’s customer service.

In Summary

Social media is a great way to connect with your customers, but like any other platform, this one has its own set of rules and regulations. Be wary of when your customers are engaged with their social platforms and how often they want to digest your messages.  Kevan Lee wrote this great post @ Buffer about how often you should post to social.  Take a moment and learn.


About the Author

Norvin Eitzen
B2B Marketing in my veins. https://www.linkedin.com/in/norvineitzen

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