Social media has become a cornerstone of society – we all know it and we all use it. It is pervasive, fast-paced, has incredible reach and is fairly cheap. As a result, no successful business can function without some form of social online presence. And as is the case with all types of communication, an effective strategy is necessary to be successful on social media.
This includes factors such as developing a content calendar, outlining specific goals and objectives for each specific tool, creating a content plan and more. However, part of that strategy must also include knowing all the things NOT to do. In other words, businesses need to be aware of and understand the certain habits that may have the opposite desired effect on their audience. And so, the following are some rules to help businesses master the art of NOT being annoying on social media.
- Do Not Repeatedly Ask for Shares/Retweets – No one likes to feel like they’re being harassed and constantly asking followers to share and/or retweet your content can be like the equivalent of that salesperson who does not seem to take no for an answer. Good content will be shared and retweeted without one having to ask and beg for it. So businesses just need to focus on creating and posting the best content possible and believing it will get reposted or retweeted organically.
- Do Not Post Poor Content – Creating the best content possible requires a few factors, including, proper grammar, no broken links and good visual elements. In other words, no one is going to enjoy, much less like and share, content that is riddled with grammatical errors, has poor images, videos that don’t work properly and broken links. In fact, this can be very frustrating and greatly increase the chances of being unfollowed.
- Do Not Ignore Requests – If as a business you encourage customers to tweet or post any concerns and queries they may have, then it is imperative that those queries, concerns and complaints be addressed in a timely manner. The more customers feel ignored or dismissed the likelier they are to unfollow and maybe even stop supporting the business entirely.
- Do Not Sound Impersonal – No matter the organization, firm or brand, followers want to feel like they are connecting to something or someone real versus an impersonal machine. Excessive use of technical industry jargon that customers and followers alike do not understand, is a sure fire way to have them stop paying attention and ultimately unfollow. This sentiment also relates to content that always feels like a promotional pitch and an attempt to get followers to buy or invest in something. Followers want to feel like they are more than just an ends to a means to you. Also, keep in mind that engaging content, meaning ones that are funny, clever, creative, etc. traditionally get far more attention.
- Do Not Be Inconsistent – As I noted above, one of the key elements of an effective social media strategy, is creating a sound editorial and content calendar. This allows businesses to know when and what to post and thus maintain a consistent flow of content. Without this, many businesses run the risk of hitting a wall and not knowing what to post, leading to inactivity. The longer a firm’s account is inactive, the more followers they are likely to lose. However, the more annoying result of this, is that when businesses do have something to post again, they sometimes try to overcompensate for the period of inactivity with a barrage of tweets, posts and more. And this can be very annoying to followers.
- Do Not Repost/Retweet The Same Content – Here is a general rule of thumb – no one wants to read the same thing over and over. Therefore, retweeting or reposting the same content over and over is bound to annoy a firm’s followers. If it is posted twice, that’s enough for followers to get the point. Individuals can always scroll through the firm’s timeline for any posts and tweets and more that they missed.
- Do Not Jump on Bandwagons – Just because something is trending and popular or “in”, does not mean a business should jump on it, particularly if it does not align with its mission, vision and goals, as well as the goals and objectives for each specific social media tool. Authenticity is one of the most important qualities any firm should possess at all times and consumers can tell when they are being fed something that is inauthentic. It is always important to remember that popular does not mean good.