Social media can provide a huge range of opportunities for businesses that are looking to connect with their audience, promote their brand and grow their fanbase.  However on the flip side if not enough care is put into what is promoted campaigns will fail objectives won’t be met, and on the more serious side reputations can be damaged.  Just one careless post, can quickly turn into a PR disaster.

.We are all human and mistakes do happen, so here we’ve listed 7 of what we feel are some of the most common mistakes companies make with regards to social media.

1. Failing to Have a Social Media Strategy

Social media marketing should be treated like any other marketing. It is not something that should be left to the inexperienced, and it certainly should not be tagged onto an already busy employee’s job description.

Here are the reasons why:

  • Like traditional marketing, digital media requires a clear strategy, which takes time to plan and execute. Without a strategy, your marketing will make little impact.
  • Unlike traditional marketing, social media content is posted in real-time and requires you (or an employee) to be available to interact and engage with your audience.

Social media is the most instant form of marketing and often makes the biggest impression on potential customers, who are checking you out online. Having no clear strategy and not being present will only do you a disservice by not presenting your business in its best light, reducing your reach and ultimately losing your business.

Social Media Policy

Include a separate Social Media Policy within the strategy, so everyone works to the same guidelines. This can cover aspects such as:

  • Tone of voice
  • Image size
  • Best practice
  • Dealing with queries and complaints
  • Response times to comments
  • Confidentiality
  • Copyright law

2. Failing to Research Your Target Market

Keep in tune with current trends. Times change, people’s habits change, as we have learned with the current pandemic. Have a clear idea of the following:

1. Who do you want to promote to?

In order to reach more prospects, you need to understand who your target market is. The type of information you need will depend on whether you are a B2C or a B2B business.

  • For B2C – What is the ‘persona’ of your typical customer? What is their age, gender, income level, interests, lifestyle, values, geographic area, platforms used etc.?
  • For B2B –  What is the type of business, number of employees, geographic area, turnover, position in business, platforms used etc.?

2. Where do you want to promote?

Think carefully about where your audience is going to be. It’s a wasted effort for example to post on Snapchat if your content is geared to the older academic market then LinkedIn would be the perfect place. If you rely heavily on visuals or video then Instagram would be more appropriate.

Having a general approach will vastly reduce effectiveness and trying to reach out to everyone will dilute your message.

3.  Content Failures

  1. Be careful with live content, you can’t take it back once it has gone out. A brand’s reputation can suffer and credibility will take a dip if something unforeseen happens, or as seen with Elon Musk a product launch goes very wrong.  It just shows it can happen to any of us!

4.  Failure to Measure Results

  •  Failure to analyse the effectiveness of your content will mean you have no idea of a) whether you are reaching the right people, and b) which content works and which doesn’t.  Have you got it right, or are you wasting your time with the content you post? Use analytical tools to help fine-tune your campaign.Use analytical tools to help you to find out:
    • Which content is getting noticed?
    • Which content isn’t popular?
    • Whether those interacting are part of your target audience.
    • Demographics
    • Popular posting times

    Tools such as Twitter Analytics, Facebook Insights, which are platform-specific, are really useful. Google Analytics, on the other hand, will provide a lot of information about visitors to your website from social media.  Also remember that the analysis should always relate to your company’s KPI’s.  Google Analytics has, for example, over 100 free reports built into it. The benefit being you can easily build bespoke reports and goals. 

  • 6. Being Too Self Absorbent

    Don’t get carried away with your own brand. Social media is about interaction, not just about self-promotion.  Your audience will quickly switch off if you constantly promote your own business.  Let others know you care about them, hopefully, in return, the interest will be reciprocated. Here are a few examples:

    • Think about others you would like to promote and mention them.
    • On Twitter, retweet interesting information from other companies.
    • Provide content that gives useful information that is relevant to your target audience.
    • Like and share posts and join in Group interactions on LinkedIn.

  • 7. Relying Too Much On Automation

    Automative marketing to some is a lifesaver, it takes the effort out of having to source, manage and promote content. The only problem being the audience is human and as humans, we have a tendency to pick up on non-human elements quite quickly. So be careful if this is the root you take and bear in mind some of the following problems:

  • The tone of voice can be wrong
  • Content can become monotonous
  • Over promoting
  • Inappropriate content
  • Missed opportunities to interact if not monitored closely
  • Missed negative feedback

Hope you found this blog interesting and useful. If you would like to discuss your own social media marketing with us then Please get in touch here.


6 Easy Ways To Get More Prospects On LinkedIn


Increase Your Social Media Presence – Optimum Times To Post.

Catching the attention of your target audience is of prime importance when posting on social media.  Knowing the best times to post will enable you to extend your reach and gain maximum exposure.

Through careful analysis of our social media data it appears that the optimum times to post are:

Facebook (business)

Best Posting Times: . 1:00 pm – 4:00 pm The peak time is Wednesday at 3:00 pm.

Worst Posting Times: .  8:00 pm – 8:00am


Best Posting Times:

7:00 am – 9:00 am and 5:00 pm -6:00 pm. Peak days are Tuesday through to Thursday.

Worst Posting Times: . Traffic fades between 10:00 pm – 6:00 am

Traffic is less on Mondays and Fridays.


Best Posting Times: 1:00 pm – 3:00 pm. Traffic starts to increase after 11.00am

Worst Posting Times: 8:00am-9:00 am and after 3.00pm. However in contradiction to this, specific hashtag hours can prove very popular  with 8pm-9pm seemingly a common time.


Best Posting Times: 9am-11am. Traffic tends to increase after 11am.

Worst Posting Times: 6pm – 8am. Decreased traffic after 5pm.

Don’t forget these are general guidlines and are based on our findings, so experiment a little, use analytics and see what works for you.


Which Social Media Platform? Part 1

There is a multitude of social media platforms to choose from, but from a business point of view, you have to decide which ones are going to be most beneficial in helping you reach your target audience and be most successful in promoting your business. It is always better to choose a few platforms that are more specific to your needs and will optimize your presence, rather than spending precious time and energy being spread too thinly.

So let’s take a look at a few of the most popular platforms in order to ascertain their usefulness as a business tool, in relation to their individual characteristics.


Facebook is the biggest social network site and therefore has extensive reach. Having a Facebook business page enables you to connect and interact with your target audience. The benefits:

  • Extensive search capability.

  • Good for sharing information.

  • Photo and video sharing.

  • Good for engagement and building a brand personality.

  • Useful for customer service.


Twitter enables you to grow an audience quickly. Speed is the optimum word when describing Twitter. Everything moves at a fast pace, conversations move quickly and there is a constant flow of information. Activity therefore has to be regular in order to stay visible. Conversations due to word limitation are short and brief, however Twitter cards can be used to extend the word usage.

  • Great for breaking news and real time announcements.

  • Good for increased visibility.

  • Useful for driving traffic to a certain destination, for example your website


LinkedIn is the social network for businesses, the overall feel is a professional one. It is an excellent place to search and target specific audiences and groups, due to it’s advanced search capability. It is also an amazing data base. With now over 15 million UK business people active on LinkedIn, representing a range of business sectors, the ability to use and search this data base effectively has benefits for any business sector.

  • Good for B2B and B2C networking.

  • Promotes you and your brand.

  • The advanced search enables the targeting of specific professionals, individuals or groups.

  • Accommodates large or small businesses and individuals.

  • Good for information sharing, blog posting, relationship building and driving traffic back to your website

  • Group membership is good for sharing ideas and discussions or asking questions.


Beneficial for photo-sharing good for creatives. It has a useful search tool facility and like Twitter searches can be conducted through hashtags.  Enables engagement by following others and sending likes.

  • Promotes the visual element of brands

  • Can be linked to other social media sites.

  • Creates a visual element to posts.

  • Can create short videos for post integration.

  • Less about selling more about creating a brand personality


Vine is a mobile video sharing  app owned by Twitter, allowing short videos of 6 seconds duration on a loop system and is one of the fastest growing sites. Videos are produced through an in-app camera and once completed can be saved or shared on Vine, Twitter and Facebook. The popularity of a Vine can be accessed through a loop count.  Vine suggests that every month 100million people watch Vines across the web and there are more than 1 million loops per day!

  • The visual element is great for advertising your brand .

  • Good for introducing a new product.

  • Looping provides continuity of presence.

  • Used by large brands such as Orio, Xbox, McDonalds.

  • Reaches a wide audience.


Pinterest is basically a scrapbook of ideas and enables members to pin images to their pinboards, these can be shared, liked and commented on. It is a way of promoting ideas and allows the user to save, sort and categorise. Images are linked to profiles and provide access to websites, so that activity can be directed back to your brand.

  • Good for visual representation.

  • Good to promote creativity.

  • Useful tool to promote brand awareness


Video based marketing which enables creativity and visual capture. Excellent means of having world wide reach.

  • Allows users to view, upload and share videos.

  • Personalised channels can be created. Brands can be promoted by incorporating company logos and banners etc.

  • Videos can be shared on most social media sites in order to create more interest.

  • Can be embedded into websites. Good for webinars, webcasts, tutorials,product demonstrations and client testimonials.

  • Videos are categorised and enables searches by phrases, keywords and tags.

Keep a look out for Part 2 when we shall examine Google +