As an entrepreneur, everything you do, say, post, and Tweet reflects on your brand. And that’s why it's crucial to measure your communications and online presence, because once something is “out there” on the interwebs, it’s there to stay; even if you delete it. Let’s look at seven common social media mistakes that can make even the most seasoned professional look dumb.
Are You ‘Borrowing’ Content?
If you use content without permission or appropriate attribution, that's ‘borrowing', and it’s a big no-no. Quotes, images, text, memes, lyrics, and videos are just some of the digital content being pilfered. Copyright issues notwithstanding for just a moment, it’s just not nice to use someone else work without asking. And on the subject of copyright infringement, stealing work from professionals for your personal gain is not only illegal, it tells colleagues and potential clients that you have questionable ethics.
Spreading Gossip
Especially when it come to reporting the news world, getting a scoop can be very enticing, and lucrative. But spreading gossip won’t help you in the long run. If you do catch wind of a breaking story, a little fact-checking and research to verify sources will go a long way to help you get traction on your post, and grow your authority.
Over- or Under-Sharing Content
Social media is a two-way conversation. No one enjoys getting cornered by a chatterbox at the party, and it’s no fun being left alone with someone who doesn’t say a word. If you share too much content and clog up your follower’s feed, you’ll see your numbers drop. If time is an issue, use a social media scheduling tool, like Buffer, or Hootsuite, to help regulate your social media content stream.
Ignoring Comments, Messages, or Tweets
Social media is a great way to interact with people. And because of the instant nature of social media, people expect fast replies. Make sure you check your social media accounts on a regular basis and respond to any interactions. To make it easier on yourself, change the settings for each of your social media accounts to fire off an email whenever someone sends you a direct message. You'll never miss another customer comment!
Being Overly Emotional
Donald Trump may be the most valuable example of what emotional tweeting can do for (or against) you. Regardless of where you stand on the Presidential hopeful’s political views, there’s little doubt about his ability to generate reactive responses. Several times in recent weeks, the controversial Republican candidate has had to either delete Tweets, make apologies or related attempts to explain what he was really trying to say. When we take to social media and let our emotions speak for us, we chip away at our authority and damage the credibility of our brand.
Posting Advertisements Where They Don’t Belong
If you’re an active member of an online community, then there's no harm to occasionally posting a promotional piece. But posting advertisements, or always hawking your wares is a big red flag that says your an amateur. Pay attention to group rules of engagement before posting anything, and when you do, make sure it has more value than just “buy my stuff.” Never insult your consumers.
Badmouthing the Competition
It’s one thing to say you're the best at what you do. It’s another thing entirely for you to run down another company in an attempt to make a sale. Even if you have a valid complaint, you won’t win anyone over to your side with slurs. Customers will come to you based on what you offer, not for the faults you find in others.