Social media is still in its infancy and a lot of associations are just starting to get their stride – engaging members and moving prospects down the sales/membership funnel. But these mistakes are so common you’ve probably already made one today. Here’s what you need to stop now and why they’re hurting you more than your think:
For all that is good, please, please, please stop deleting posts from members or prospects that you don’t agree with.
If they’ve posted something negative about you, acknowledge it and write that you’ll contact them in a bit to discuss it further and then follow up.
Why this works: You’ve acknowledged their issue; you’ve heard them. You’re showing appreciation that they shared it with you instead of on another platform where you might not have seen it. Others who come by the page/profile see that you respond to concerns and comments, even when they’re not favorable.
Making it Hard to Follow You
Your social media platforms should be openly advertised to everyone. Place them on your email signature, in your newsletter, prominently on your site, mention them in meetings, use a pop-up at the end of a blog post, whatever it takes to make sure your members know you’re out there.
Also, while privacy is important connections are your goal. If your Twitter account is locked, people aren’t going to follow you. It’s akin to a “Do Not Disturb” sign. If you’re an ED of an association, is this the message you want to send?
Why this is bad: No one can follow you if they don’t know you’re there or they can’t see you.
Resembling a Posting Fire Hose
Don’t blast all your tweets for the day out at 8:01 a.m. No one wants to see you take over their entire stream.
Scheduling apps like Buffer, Hootsuite, etc. are free. Use one.
Why this works: Spreading your tweets and other posts out gives you a greater opportunity to reach more people. Sending posts all at once makes you look:
b.) inexperienced in social media
c.) in need of coffee
d.) all of the above.
Telling People to Like You
Facebook has killed this idea. Their recent algorithm changes have caused those who ask for likes to be cast out of the Facebook stream.
What to do instead: Facebook doesn’t hate the ask, only the direct pandering of likes. Instead of asking your members to “Like” something, ask them to share something. For instance, “What’s your favorite summer food?” This brings about engagement without notifying the Facebook police.
There’s no need to memorize a list of do’s and don’ts on social media. Just keep in mind that you’re there to build connections. If you wouldn’t do it in a face-to-face social situation don’t do it online.
What social media mistakes do you see being done every day?