The good ones social media strategies can generate millions of dollars in ROI; However, experts share their concern when observing increasingly common errors on the social networks of brands or companies throughout Latin America.
According to the report Social Media Global Market Report 2023 According to The Business Research Company, the global social media market grew from $193 billion in 2022 to $231.1 billion in 2023, at a compound annual growth rate of 19.4%. Furthermore, an analysis of Social Media Today shows that the entertainment, real estate, marketing, retail, education, restaurant and fashion industries benefit the most from sharing their diffusion on social networks.
At this point in the game, it is shocking that any of the above industries ignore any type of social media strategy. However, many brands prefer to create ‘social pollution’That is, only publishing content without any intention or looking for professionals who can take advantage of the benefits of social media marketing.
Against this background, I share the most common mistakes that he has observed throughout his career leading social media projects so that marketing experts can avoid them.
Be in everything and nothing
Each social media platform has its own audience, formats, content style and most importantly: algorithms. What works on Instagram may not necessarily work on LinkedIn, and vice versa. By trying to be everywhere, without a specific strategy with special objectives and downloads for each network, brands can dilute their efforts, resources and lose focus on their target audience. Furthermore, maintaining an active presence on all platforms requires a significant investment in terms of time and personnel.
Some businesses still believe they don’t need to be on social media, especially if they operate in more traditional or B2B industries. However, this mentality is outdated in the digital age we live in. Social networks are a fundamental channel for communication and marketing today, regardless of the sector in which a company operates.
Wait for everything to be organic
When communicating on social networks it is working on “leased land.” What does this mean? that every post It depends on the parameters of each algorithm of the different platforms, the reach is not given away, sold or earned, through extraordinary creativity. We cannot control either the scope or the target of our communication, without support from social investment contemplated within our total marketing strategy.
Not having goals
Social media goals may vary by brand, but may include increasing brand visibility, generating leads, increasing customer engagement, driving sales, improving customer retention, or simply increasing awareness about a topic or industry related problem. Without clear objectives, it is difficult to measure the success of a social media strategy. It is essential to set SMART (Specific, Measurable, Attainable, Relevant and Time-bound) goals to guide social media activities and evaluate their impact. How common this mistake is is truly surprising, we need to know what success looks like for each brand, not doing so creates a misperception about the effectiveness of social media in general.
Work without an agency
For some reason there are marketing experts, among them, those people who have been working in social media for years who are constantly updating themselves on platforms, situations and trends. A crucial mistake is not capitalizing on the experience that an agency provides, and avoiding improvising a strategy that will lead to failure.
Posts to fill space
Without a clear intention, posts just mean visual pollution that is taking up space. We are all consumers of social content, we are all constantly being attacked by advertising messages, and we all know how easy it is to ignore a post or advertisement.
If social is not creative, disruptive or without specific intention for brands, it means that you do not have a strategy, but simply a presence on social networks. It is one thing to be there and another to do it well with a clear idea and defined objectives. To achieve success, you must have the ability to create high-quality content, in high volume, and interact with users.
How would you rate your social media strategies?
Jimena Gómez Alarcón Jimena Gómez Alarcón is an expert in marketing and digital culture, specialized in digital anthropology, social creativity and influencer marketing. With more than 17 years of career, she is currently VP digital at another, and previously served as brand manager for Netflix. She is also CEO and partner of RAW Talent, one of the largest talent agencies in Latin America.