5 Common Social Media Mistakes New Companies Make | Perfect Search
877-655-8227

Blog

5 Common Social Media Mistakes New Companies Make

Junior Analyst, Content & SEO
February 23, 2017

The sheer number of articles out there about social media best practices can be overwhelming. (And because social media platforms update so frequently, advice from even just the last year or so may no longer be relevant.) It’s easy to get caught up in the latest technical intricacies of maximizing engagement while losing sight of how customers perceive your social media persona.

Here are 5 basic mistakes companies make when starting out on social media. They can be especially cringeworthy to digital natives, but I promise, all of these mistakes have easy fixes that will instantly clean up your social media presence and boost your company’s credibility.

 

1) Don’t automatically cross-post across social media platforms

If you’re a new company, it’s likely you don’t have a dedicated social media person yet. That person might just be you, posting updates whenever you find a free moment. If so, the options to connect your Instagram to your Facebook, or your Facebook to your Twitter, or any combination thereof, might seem particularly handy. You can kill several birds with one stone, right? No.

This is your resident #millennial telling you there is no faster way to make your customers lose faith in you than to have an entire Twitter profile filled with auto-written tweets like, “I posted 6 photos on Facebook in the album “New Store Opening!”” followed by a nonsensical looking Facebook link. 

 

It's not just photo uploads that autopost to Twitter — see below.

 

 In other cases, a Facebook-to-Twitter auto-post will only tweet the first 100 characters or so of your post, and then include a link to that Facebook post (not any content you might have linked to within). That means if you share a blog post on Facebook and auto-post it to Twitter, your customer has to click two different links through two different social media platforms to access your content every time you show up in their feed. These unreadable tweets not only decrease your engagement, but they also hurt your overall brand credibility. 

What happened to sweet Chelsea?? Unless you feel like switching apps, you may never know.

Another common cross-posting mishap: when you auto-post from Instagram to Facebook, you can lose your @ mentions if the page you are trying to tag doesn’t have the same handle on both platforms. The mentions will come up looking something like this (@goglazed is “Glazed and Infused Doughnuts” on Facebook):   

 

Wow, I know. I promise this isn't a sponsored post.

Readability-wise, it’s not the end of the world. But again, you lose the engagement you could have gained from properly tagging the person or page on Facebook. Every social media platform has a different vibe and different benefits. You should be promoting your content and brand across multiple platforms, but show your customers you know how to truly connect with them on the platforms they prefer.

 

2) Don’t try to tweet #every #hashtag #ever

Using more than one or two hashtags in a tweet is generally a clear indication of a fairly futile engagement-grab. More often than not, it will look spammy and won’t actually drive any engagement: in fact, some studies show that using more than two hashtags in a tweet actually drops engagement by 17%.  

We've all seen it. Don't @ me.

 Stick to one meaningful, topical hashtag. If it’s trending, understand its context before you engage. It seems there is a “brands on Twitter” horror story every week relating to a company sorely misunderstanding the conversation around a specific hashtag. You don’t want to be like DiGiornio, which back in 2014, accidently co-opted a hashtag about domestic violence to market their pizza.

 

3) Don’t underutilize hashtags on Instagram

 Hashtag etiquette is a little different on Instagram. Even broad hashtags like #breakfast can still drive impressions there (whereas the same hashtag on Twitter could be a meaningless firehouse of posts.) Reports vary on the optimal number of hashtags for Instagram engagement, but 11 seems to be the golden number. Either way, don’t feel limited: in this case, the more the better. But you can (and should) always hide an entire block of Instagram hashtags. Simply drop them in a comment, not the caption. Your post will still show up in hashtag searches. Clean and optimized for engagement! It’s the best of both worlds. 

 


The hashtags we put on this digital marketing valentine are hidden away in the comments. 

   

4) Don’t create an account and never post (or use a different handle for every account) 

A ghost Twitter profile or Facebook page is a great way to make potential customers think your company has closed for good. Remember: you don’t need to be on every single social media platform, but you should do well on the ones you use. In that vein, make sure to keep your handles relatively consistent across social media platforms. You might find that your ideal company handle is already taken on one platform, so find a simple and clean alternative. For example, Coca Cola is @cocacola on Twitter and Instagram, and “Coca-Cola” on Facebook. 

 

5) Don’t let all the “rules” scare you off social media 

It can be intimidating to dive into a new platform you’ve never used before, and yes, brands often do get widely mocked when they commit a social media faux pas. But a good social media presence is critical for new businesses, and all you have to do is pay attention to the way your customers are using the platform. You can also look to bigger brands to see how they write their posts across platforms or understand what content works best where. At the same time, keep in mind that the people accessing your social media profiles are still just people! Aim to be more human and friendly than bot-like when engaging your customers on social media, and they’ll want to be friendly right back.

 

-- 

So your company has a consistent social media presence – does it have consistent visual branding too? Check out Part 1 of our designer’s tutorial on creating a brand style guide, even (and especially) if you don’t have a full-time designer on your team.

 

 

Junior Analyst, Content & SEO
Anushka Patil is a Northwestern University senior whose secret talent is taking three days to reply to texts. Her bucket list includes camping on a beach, living and working in India, and conquering her fear of water.
"Without Perfect Search, our Adwords campaign would be a disaster, but thanks to them we have a solid online marketing strategy and we are seeing positive results that we wouldn’t have otherwise."
Aaron Macke/Scott Mason

Tweets

Perfect Search Media
1h

Red = excitement. Blue = trust. Green = growth. Colors can seriously impact your . Check out this :

Perfect Search Media
17h

Do you turn to your phone 20 times a day to ask a question? Same. calls these . Here's why.

Perfect Search Media
22h

🌷🌿Springing into action before a client meeting.🌿🌷

Perfect Search Media
1d

RT : : Strong personal relationships bolster your professional success.

Perfect Search Media
1d

isn't just a political issue. explains why it mattesr for in his .

Perfect Search Media
1d

is more than scrolling through the lenses to see what's new. Get the scoop on Snapchat .

Perfect Search Media
1d

is making a Chrome own ad blocker. Why would a company that makes $$$ from ads want to block them? Good Q.

Perfect Search Media
2d

Want to optimize your campaigns? You'll get by with a little help from your friends at Perfect Search.

Perfect Search Media
2d

is so NOT summer 2016. Read about Niantic's advertising power and its impact on local marketing

Perfect Search Media
3d

Summer is just around the corner and we're looking for ! Apply to join our ping-pong team

Perfect Search Media
4d

Our published an article on Inc. Check it out! Shout-out to , & .

Perfect Search Media
4d

Wishing the happiest of birthdays to Junior Analyst Gaby! *insert Taylor Swift joke about feeling 22 here* ✨🎉😎

Perfect Search Media
5d

: 's audience of users ages 35+ is growing! Doggy filters are made for young and old alike.

Perfect Search Media
5d

We've been bitten by the 🦄 bug.

Perfect Search Media
5d

RT : Google tests ‘suggested clip’ in search results where video jumps directly to the answer by

Perfect Search Media
6d

isn't just a scary good Jeopardy player. It's changing the face of . Here's why.

Perfect Search Media
6d

What do & have in common? Great . Here's how they balance editorial & .

Perfect Search Media
6d

Some handy . Is it time to break out of your comfort zone?

Perfect Search Media
1w

Time to brainstorm some . Does your site have reviews? A store locator? Get more ideas here >>

Perfect Search Media
1w

isn't dead. Brands like are giving the platform life. Here's what you can learn.

Perfect Search Media
1w

Spring has officially sprung in . Who else is thrilled? ✨🌷👌

Perfect Search Media
1w

Link farms & scraped content are bad news bears for . Need a negative SEO refresher? Check out this article.

Perfect Search Media
1w

Feeling out of the loop with filters and flower crowns? Read the latest guide on to catch up on real life

Perfect Search Media
1w

Exact match isn't so exact anymore. Are you up on your updates? If not, no worries. We got you.

Perfect Search Media
1w

RT : The Wonderful World of SEO Meta Tags [Refreshed for 2017] by

Perfect Search Media
1w

Our spring interns just wrapped up training with pivot tables but you still have time to study up!

Perfect Search Media
1w

Your BFF isn't answering your text about which shoes go with your outfit? Never fear. is here to help.

Perfect Search Media
1w

Heard someone say they're "going Live"? It means Facebook's acheiving verb-level success.

Perfect Search Media
1w

Obsessed with metrics? You might find some fascinating insights in Alexa's data:

Perfect Search Media
1w

Take it from : in the world of competitive rankings, the last thing you want to do is play yourself.

Find us on Facebook

Red = excitement. Blue = trust. Green = growth. Colors can seriously impact your . Check out this :