Avoid common posting pitfalls by having a strategy and brand voice

He lists some of the biggest social media blunders. Among them:

Posting from the wrong perspective

Posting business updates from an individual’s point of view may seem harmless enough. But straying too far from your brand’s voice can create real audience disconnects that have lasting consequences for your brand, injecting a sense of personal feeling or bias that alienates users and ultimately undermines your messaging. 

No matter your brand or industry, keeping your social media strategy on track means maintaining a consistent brand voice throughout, and ensuring your marketers are always posting from the company’s point of view and not their own.

Seizing on the wrong trends

Latching onto the wrong trends is one of the faster ways to bump your social media management off the rails. Unfortunately, it’s also an all-too-common trend among businesses seeking a quick boost in visibility. It inevitably links brands to irrelevant memes or hashtags that leave followers and the public shaking their heads.

While every social media channel offers plenty of space to experiment and try something fresh, it’s important to understand what that latest trend is all about before doing anything rash. 

Jumping into the wrong conversations

Involving your brand in the wrong conversation is a serious but preventable social media blunder that generates significant public blowback with lasting repercussions for your business. That’s because joining social chatter and discussions that aren’t aligned with your message or your purpose doesn’t only position you as out of touch; it can also quickly transform your brand into a social media laughing stock, hurting brand integrity and customer relationships in the process.

While there are certainly cases where joining the conversation can reinforce and even bolster your messaging, it’s critical to do your homework before diving in. Conversations that align with your brand, customers and culture are great, but be absolutely sure they do before chiming in.

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