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Common DIY Marketing Fails: Social Media

This is the fifth part in a series, “Common DIY Marketing Failures,” in which we examine some of the common downfalls for businesses who attempt to market themselves online without the guidance of an expert. Just joining us? Browse our previous DIY fails posts on: keyword stuffing, citation profiles, bad link building and content fails

Mr. Pants Salesman is at it again. It looks like he wants to attract the youngsters to his pants store. How? Through social media, of course! What Mr. Pants Salesman doesn’t know is that managing your own personal social accounts vs. managing your business’ social accounts is very different.

Think Before You Respond to Angry Customers

As the owner of a business, you are going to get negative comments from customers — it’s inevitable. It’s important to remain patient and keep your company’s brand presence in mind when responding to negative comments. Whether you direct them offline for a customer service conversation by phone or email, or you simply apologize, one thing is for certain: think before you respond to angry customers.

Mr. Pants Salesman has not followed this advice. Although not to the level of Amy’s Baking Company Bakery Boutique & Bistro, he has responded not so nicely to a few customers who have questioned the quality of the pants he is selling. He took the comments personally and did not think before he replied back with erratic tweets and posts, which can be harmful in that it severs client relationships not just with the person you’re communicating with, but with other fans and followers. If he had taken a moment, and directed the customer to an offline conversation or a customer service line, he would have saved himself the embarrassment of an unprofessional online presence.

Find the Line Between Being Too Spammy & Not Present at All

When your company has a presence on social media, it is important to engage with your customers. This includes not just posting, but also responding and answering any questions your customers may have. The hard part is toeing the line between being too spammy on your Facebook or Twitter and not being present at all.

It seems Mr. Pants Salesman is falling into the spammy category. These are some recent posts from his Facebook page:

22 minutes ago: Pants for Sale!

One hour ago: Stop by our Metropolis pants store for womens pants, mens pants and more!

Two hours ago: It’s getting cold outside, buy a pair of pants today!

Four hours ago: Need pants for a casual or formal occasion? We sell all types of pants at our Metropolis pants store!

It is generally not recommended to post that many times to a Facebook page — you don’t want to come off as desperate or annoying! Mr. Pants Salesman will argue otherwise, saying that kids these days are always on their Facebook page and waiting for new updates. The truth is, there’s a better chance that you will easily drive customers away if you post this much. Depending on the type of business you own, it is recommended to post twice or three times a week, or every other day if you have new and engaging content you want to inform your customers about.

Mix Up Your Posts With Pictures, Articles & More

As a business, it is important to keep your customers coming back to your social profiles by consistently delivering fresh, new posts. Whether you add a “caption this” post with a funny picture, ask your customers a question, or come up with a fill-in-the-blank status they can answer by commenting, all of these are ways to drive the engagement up on your social profiles.

Unfortunately, Mr. Pants Salesman did not get this memo and all of his tweets look like this:

Screen Shot 2014-08-28 at 11.55.13 AM (2)

He is now wondering why no customers are responding to his tweets — that’s because they’re repetitive and ineffective. Keep your customers interested and engaged in your social presence online, and you have a better chance of driving more of them to your business or store.

The Bottom Line

When your company has a strong, enticing online presence on social media, it reflects positively on your brand. When you are posting to Facebook, Twitter, Instagram or another social profile, always keep your customers in mind. They are the ones who are going to be buying your products and visiting your business so it is important to treat them with respect and keep them interested.