Over a quarter of global internet users are on social with the express intention of finding things to spend their money on. That’s why social media marketing can’t be ignored whatever industry you’re in. Leveraging a social media presence is a surefire way to generate both organic and paid traffic if done correctly. However, consumers increasingly want authenticity from the companies they give their money to, making a considered approach essential.
It’s just as easy to alienate an audience on social media as it is to connect with them.
This article is essentially a readable social media marketing course, covering the dos and don’ts. By the end, you should feel more confident whether trying your hand at Reels or doing paid Facebook ads.
Dos of social media marketing
There wouldn’t be so many social media marketing jobs out there if there wasn’t a lot to do, and all brands need to understand how to do it. While every business will uniquely approach things, some aspects of the social media marketing guide are true across the board.
Do – Inject personality into content
As stated above, brands need to be authentic, which is why content should incorporate personality into it. This doesn’t mean being wacky or zany, just communicating the more agreeable sides of your brand across in your content.
Don’t – Lose professionalism
Social media is inherently a little less formal but that doesn’t mean you have to lose professionalism. Even if making “grassroots” guerilla marketing content, make sure to take care in both capture and presentation.
Do – Engage with your audience
Much like Google Reviews, social media channels are often used as spaces for consumers to sound off about brands, both positively and negatively. It’s easy to engage with your audience, so address criticism and show appreciation for positive feedback.
Don’t – Buy followers
If you’re just getting started paying to inflate your follower count can feel enticing – the numbers look great, don’t they? It’s not worth it. These bot followers won’t engage with your content at all and when people catch on, your authenticity will be out the door.
Do – Follow trends
Social media is a space for fleeting trends. Heck, there were a huge docket of TikTok dances in 2024 alone! Following trends with a clever angle is a great way to inspire engagement, potentially with audiences that aren’t familiar with you at all.
Don’t – Steal & repurpose content
While putting a spin on things is fine and even doing stitches of viral sensations can be effective, simply stealing content and repurposing doesn’t go down well with audiences. You don’t want to come across as lazy and unoriginal – it will reflect badly on your product.
Do – Post consistently and try a lot of things
Consistency is key with social media. You might not get to Charlie Bit My Finger levels overnight but if you keep trying different, interesting things, you’re far more likely than if you continually do things that don’t drive engagement.
Don’t – Automate spam
AI-generated content is enough of a debate as it is, so using automated social media systems can be a really risky move. If you pump out spam content and responses to your audience they will clock on and you’ll look worse than if you’d posted nothing.
Social media marketing must be comprehensive
These are just a few of the important considerations that every business should make when approaching a social media marketing strategy. It takes a comprehensive approach that includes both organic and paid advertising. If you need guidance on one side or the other, consider working with a digital marketing agency to get a leg up in the right direction!
