We’ve all been there: You follow a company on Twitter or like their Facebook page, and then get bombarded with promotional tweets or irrelevant and mundane Facebook posts. Nobody likes it, so why, if you’re at the business end of that relationship, would you do it to others?
Don’t put all the effort into growing your online community only to annoy and lose your followers. If you’ve seen your likes or followers start to diminish or you aren’t beginning to build your community as quickly as you’d hoped, it might be your own fault. Here are some reasons people unfollow you on Twitter or unlike you on Facebook:
Your tweets or Facebook posts are solely promotional.
Social media can be a good venue to share special sales and promotions, but don’t post these activities too often or your “fans” will drop you. People want to follow your company because you are helpful, informative and have something to offer.
You don’t interact with anyone.
It is called social media for a reason. It seems like a no-brainer, but a big no-no many companies make is not interacting with its followers. You should promptly respond to mentions, replies and retweets and continually check your Twitter feed to respond and reply to your followers. Be sure to answer comments or questions on Facebook as well.
You tweet too much or share too often.
Twitter is a much more continuous, open platform for sharing multiple times each day. You should tweet at least three to five times a day, but what’s more important is the quality and value of your tweets. Low-quality sharing won’t lead to much interaction. On average, top brands posted once per day on Facebook. If you post more than twice per day, you will typically lose engagement.
You only tweet or share posts about your business.
It’s not all about YOU. Your followers want you to be a resource for industry information, trending topics and every now and then they like to know what’s going on in your company, but they don’t always want to know about every single webinar, article or event. It’s good to show you are a real, successful business, but also illustrate your value as a resource that continually interacts with its followers.
You’re commonplace and uninteresting.
Just as writers have a unique style and voice, brands should have a unique voice that their audience understands and relates to. Form your unique voice based on your culture, community and conversation.
You repeat yourself, you’re totally automated and you repeat yourself.
Automation can help productivity and efficiency, but when it comes to social media, it can seem spammy, impersonal and excessive. Don’t tweet or share the same article multiple times a day or even multiple times a week. A helpful article can be shared multiple times for larger exposure, but spread out your coverage dates.
Avoiding these mistakes will help you build a strong online community that believes in your brand, considers you an essential resource and enjoys interacting with you.
What are some cringeworthy things you’ve seen brands do on social media?
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