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10 Most Common Social Media Marketing Mistakes and How to Avoid Them

Updated: Apr 29, 2022


10 Most Common Social Media Marketing Mistakes and How to Avoid Them

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You’ve probably been “doing” social media for some time now, but is all that effort positively impacting your bottom line? It’s an important question to ask, especially because there’s rarely a direct line from your social media spend to your sales revenue.


Social media is a critical element of your overall digital marketing strategy. It gives small business owners and entrepreneurs the opportunity to reach millions of potential customers and compete against the largest brands.

Social media is a critical element of your overall digital marketing strategy.

To put the numbers in context, DigitalMarketing.org reports that nearly 53% of the world’s population is active on social media and that YouTube videos are viewed for more than 1 billion hours each day. The article also notes that in 2017, 80% of social media B2B leads came from LinkedIn.


So, you know you should be active in social media, and that it’s generally cost-effective compared to other forms of advertising (e.g., print, television). But are you doing it “right?” To help you answer that question, we’ve pulled together 10 social media marketing mistakes that could be preventing you from achieving better results.


1. Approaching All Social Channels the Same

This mistake can express itself in several ways, but the gist of it is that a brand identifies a bunch of different social platforms and posts the exact same content, in the same format, across all of them.

While you can use the same piece of content across platforms, try to make the accompanying message distinctive for each audience.

Here’s the problem with that. The user demographics of TikTok are very different than those of Facebook. More importantly, the features, marketing tools, audience interests, and behaviors of each platform are different. TikTok is video-oriented, LinkedIn is geared to work-related topics, Facebook skews middle age, and so on.


The better strategy is to select fewer channels – the ones that are in best alignment with your target groups – and focus on delivering quality content. While you can use the same piece of content across platforms, try to make the accompanying message distinctive for each audience.

2. Not Publishing Consistently

Every platform is different, but one thing is clear: whether you post three times a week or 12 times a week, strive to stay consistent with that pace.


One reason is that your most loyal followers expect it, and when you fail to publish regularly and consistently, you risk damaging that loyalty.


Just as important, when you fail to post at your regular interval, it can negatively impact your post impressions and engagement rates. This means your content that showed up in your followers’ feed one day doesn’t show up the next.


One of the easiest ways to stay consistent is to use an automated social media scheduling app, like Hookle.

3. Not Having an Editorial Calendar

Common Social Media Marketing Mistakes and How to Avoid Them - Not Having an Editorial Calendar

One of the reasons brands fail to publish consistently is that they don’t have a content publishing plan, also referred to as an editorial calendar.


This calendar lets small businesses plan out their social posts from month to month, filling it with industry-related updates, sales events, or seasonal promotions happening throughout the year.