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Hope Start-ups Are Not Committing These 5 Deadly Social Media Sins

Hope Start-ups Are Not Committing These 5 Deadly Social Media Sins


Mistakes are meant to happen. Sins aren’t always intentionally committed. Wrong doings takes place. With each mistake, sins and wrong doings, one tends to learn the right things that has to be actually done and implemented in the right way. After all, mistakes are meant for learning and not repeating them over and over again.

Start ups are those companies or entities that has recently started their journey or business in the market. These new companies require some social media strategy in the beginning for obvious reasons to embark upon their new journey in the field of online marketing. But unfortunately, due to lack of practical experience, these very companies commit some of the mistakes while defining and executing their social media strategy that has been discussed below :

1. Incorrect Platforms

Facebook has 1.44 billion monthly active users (as of Mar 31, 2015). But the whole universe can be brought into under the head “target audience”. In today’s time and age, when everyone is spoilt for a choice, the most important marketing decision is needed to make is defining that target audience. Targeted marketing is the key of the game, and targeted marketing is, by definition, exclusionary. It only needs to clearly define our target audience.Once that is done, we need to identify the platforms on which our target audience is active. It is important to remember that nobody searches for a job on Facebook or looks for a hotel review on LinkedIn. Being present on the most popular platform does not make sense at all if our target audience is not active there. Here’s some quick help when it comes to popular platforms:

Facebook: Talking about Facebook, it’s a good platform when:
  • We have highly visual content.
  • We want to leverage the community effect.
  • We want to build trust in the minds of the users by leveraging their friends’ network’s.
  • We are ready to spend on ads as recent changes in Facebook’s algorithm have made it very difficult to organically reach out to the fans.
Twitter: It’s a good platform when it comes to:
  • Broadcasting messages.
  • Joining the ongoing conversations.
  • Connecting with thoughtful people and the important ones.
  • Building a position for one’s own self.
LinkedIn: It should be considered for using when:
  • In case of a B2B company.
  • When at times of connecting with professional audiences, and establishing thought leadership within a group of unanimously targeted audience.
Google+ – Good platform that:
  • Helps with the SEO efforts.
  • Participates in Google communities to connect with like-minded people.
Pinterest – You can use it when :
  • The primary target audience includes women.
  • There is a highly visual content to share.

2. Doing too much or too little of social media activity

Activity on social media should be done in a balanced way. Having a Twitter or a Facebook account which is devoid of a tweet and post respectively and the last tweet or post has been done almost two years back also creates a bad impression. Likewise, too much of updates and tweets in the form of bombarding is also not a good sign. It could give more number of impressions but those are negative impressions to be precise.


3. Ignoring Content Marketing

Content Marketing is indeed an integral part of the social media platform. Ability to write good blog articles is a must to portray the expertise one has. Interesting and meaningful infographics are needed to share with the audiences. e-books are prevalent  and are good to share as a free give away to the audiences. White papers are an amazing example to establish the thought leadership quality. Content should never be ignored from social media strategy. In these days giving excuses of not having enough bandwidth is considered as lame.


4. No Personal Branding

In case of start ups, people buy services from the founders more than they are buying from the company itself. Their belief rests upon the founders of the service more than the company. Face of the company is a very important aspect. Hence, start ups include personal branding of their founders in their social media planning and strategy.


5. Canned responses to negative comments

People shall express their thoughts, place their views and opinions and voice themselves when in times of reviewing a service of a particular on social media. There are lots of companies who shy away from the fear that they have to face negative comments from the public on social media. This isn’t a solution though. Negative comments are the ones are infact, good opportunities for a company to build trust in the minds of the readers. One of the foremost thing that is needed to remember while handling negative comments on the social platform is that company should never give a canned response to any negative comment. Being personal and showing genuine interest in solving the problem is an act of intelligence. Acknowledging the issue, and taking the genuine actions to resolve it should be done. If the there is a mistake, accepting it and taking all efforts to resolve it should be made. Below is an example of Zappos who has handled it quite brilliantly.


So far, these are the five deadly sins that are likely to be committed but avoiding them in an intelligent way is always possible and necessary for smooth performance of a company in the social media platforms.

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