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Social media marketing is a powerful way to build your business, but it can also be the most daunting. It’s easy to make mistakes and difficult to learn from them—unfortunately, you have to fail before you succeed. The good news is that there are plenty of resources out there that can help you avoid these errors and start using social media effectively right away.

Starting before you’re ready

One of the biggest mistakes you can make when launching a social media marketing campaign is starting before you are ready. This is perhaps the most common mistake we see companies make, and it can be easily avoided when you take the time to do your research and plan out your strategy.

A lot of people think that once they have created a Facebook page or Twitter account, they are ready to start building their audience. Unfortunately, this is not true—you must first do your homework before launching an effective campaign!

For example, let’s say that for some reason (or no reason at all) you decide that today would be a great day to create a Facebook page for your company. The problem with this approach is that if someone searches “your company name” on Facebook right now, nothing comes up! How will they know who you are? If someone starts following them but doesn’t like what they see, then they’re likely going somewhere else instead of sticking around long enough for it all makes sense – just like any other relationship in life!

Not defining your audience

It’s essential to know who you’re talking to before trying to talk to them. Why? Because if you don’t, then there’s no way for you to understand how they would respond or react—and that means that they won’t either! You need to make sure that whoever is reading your content understands exactly what it is they’re getting themselves into when they click on the link leading them there.

That’s a great question! If you want an even better answer than “just ask yourself,” though, we’ve got one: ask someone else! That way, if there are any holes in the information given by either party (or both!), then those will be filled in before anything gets posted online for all eyes and ears alike see/hear about.

Not setting goals, objectives, and benchmarks

Don’t get caught in the trap of not setting goals. We’re not saying that you shouldn’t have a general idea of what you want to achieve from your social media marketing campaign, but we are saying that it’s best if you can formulate specific goals and objectives before starting.

For example, if your goal is to increase brand awareness for a new product line that will launch in six months, then focus on creating partnerships with influencers who will promote the items within their content (for example: a fitness blogger could be paid to mention the product in their Instagram story). This way, when people see these posts by influential users they’ll be more likely to click through and learn more about the new product line. This is an effective way of reaching people who aren’t already familiar with your brand or products—and it helps them form associations between themselves and your company/products without being forced into feeling like they’re being “sold” something just yet!

It’s important enough even just defining these things rather than waiting until after everything else has gone wrong because you’ll know exactly what needs fixing at any given time instead of making assumptions based on poor results later down the road (like many companies do).

Not creating an editorial calendar

You can’t expect to spend hours every day on social media and come up with great content. That takes time, and it takes planning ahead. The worst way to do this is by winging it. You need to create an editorial calendar so that you know what posts are coming up, when they will be published, and how they will be promoted.

An editorial calendar is just like the one you use in your day job—except instead of being a tool for scheduling meetings or events, it helps you schedule your blog posts so that they are published at the right times (and with enough lead-up).

It’s simple: when I write out my editorial calendar each month—which includes all my posts for the next 30 days—I then plug them into my social media manager dashboard accordingly so that I can easily see which ones need more prep work than others before hitting “publish.”

Focusing on vanity metrics (not ROI)

There are many types of metrics that can be tracked, but the two most important to focus on are those that measure ROI (Return on Investment) and those that allow you to identify your ideal customer.

Vanity metrics are easy to track and often used as a substitute for measuring ROI: number of followers, likes or retweets. These numbers might look good on paper, but they don’t tell you whether your campaign was successful or not.

For example, if you’re running an ad campaign for new products and it gets 10 likes per post instead of 5 like last month’s campaign did—you shouldn’t get excited! That may mean nothing because no one bought anything. The only metric worth tracking is conversion rate; this tells you how many people actually made a purchase after seeing an ad from you (vs simply clicking “like”).

Not using the right tools, or using too many of them

When it comes to social media marketing tools, there are many options. Some of them are free and others charge a monthly subscription fee. It can be overwhelming when you’re trying to decide which tools will help you achieve your goals.

One thing that makes it difficult for marketers is that the tools change frequently—they’re constantly evolving in response to customer feedback and new developments in the industry. For example, Facebook changed its algorithm in 2018 so that content from brands appeared less often at the top of users’ news feeds as a way of reducing “news feed fatigue” (the feeling people get when they see too much content). This meant that it was harder for companies using Facebook as their main platform for advertising because they didn’t have enough space on the page where people could view their posts or ads anymore.

Trying to do everything yourself

While you should never be afraid to delegate tasks, it’s important to understand that not all people are cut out for social media marketing. In fact, there are many ways in which you can do more harm than good by trying to do everything yourself.

To avoid this mistake and make sure your business only hires the best candidates for each job, follow these steps:

  • First, define what success looks like for your campaign. Then create a list of measurable goals and the tools you need to achieve them—this way you can determine whether or not someone is working out as an employee based on data instead of gut instinct or personal preference (which are often unreliable).
  • Hire someone who has experience in your industry—for example: if they don’t understand how SEO works (and why), then they won’t be able to help you rank websites high enough on Google so that they’ll show up when someone searches for keywords related specifically towards yours!

Avoid making these mistakes and use social media more effectively!

The most important thing to remember when using social media is to have a plan. If you don’t know how to use social media, then it’s tempting to jump in head first and start posting every day. But this can lead to a lot of wasted time and money as well as ineffective campaigns.

If you want your campaign to be successful and profitable, it’s important that you define your goals, objectives and strategies before jumping into the deep end of what works for your business (and what doesn’t).

Here are some tips for creating a successful strategy:

  • Make sure that everything ties back into your business goals and objectives. Determine which channels should be used based on those goals, so that everything connects back together like one cohesive unit instead of just what seems popular at the moment or whatever looks good on paper without consideration for real-world applications or results.* Don’t try too hard at first; start small with one platform before growing into other areas eventually.* Don’t focus on vanity metrics like followers or likes; they don’t necessarily correlate with conversions (that is sales), so consider focusing more on engagement rates instead.* Don’t start before you’re ready; make sure all systems are go before making an official launch date!


There are so many ways to get it wrong, but we hope that with these tips you can avoid the most common pitfalls and create an effective social media marketing campaign. Looking for more assistance with your social media presence? Connect with our team of experts today and start planning your roadmap to digital success!


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