Molly Cullen, Digital Communications Executive, Lighthouse Communications

Social media has become an essential element of communication plans for businesses across the world.

With an estimated 45 million active social media users in the UK alone, there is no doubt it provides businesses with a chance to connect with their customers one on one, humanise the brand through witty and engaging content, and even find new talent for the workforce.

However, it also means that if social media isn’t executed correctly it can have an adverse effect on the reputation of the brand. Every response, post, and ‘like’ needs to be carefully planned – after all, you’re only ever one click away from a mishap.

Here are just some of the social media potholes to be aware of.

1. Wrong place, wrong time

TikTok might be the world’s fastest growing social media app but, with an overwhelmingly younger demographic of 18-35 year olds, this is a very targeted platform.

Similar to any marketing investment, consider your target demographic and where they are spending their time online and what do they want from the experience?

Once you understand their intentions, you can tailor your content to suit.

2. Too much content – or not enough!

Each social media platform has a different algorithm, but the general rule of thumb is that one or two posts per day per channel is ideal. More than this will see your engagement levels drop.

The algorithms also tend to prefer accounts that make good use of a range of its features, so make sure to change your content up with a range of live video, boomerangs, GIFs, reels, stickers, and more.

4. Not taking advantage of the socialside of social media

The best social media accounts understand that the experience is two way.

Join in on conversations about your brand or industry, and respond to messages and comments. Letting your followers know that they are part of your community helps build brand loyalty, awareness, and can assist with positive recommendations.

5. Don’t waste your data

Each social media channel offers insight and analysis tools that can help you gain a deeper understanding of your audience.

It’s important to know when your followers are active and what type of content they enjoy as it can aid with strategic planning, lead to a higher engagement rate, and guide your decisions about the content you are sharing.

These are just some aspects which should be considered when navigating a social media strategy. However, help is on hand and if you would be interested in training or assistance with your organisation’s social media strategy, please get in touch.