(and how to avoid them)

Social media offers great potential for businesses and entrepreneurs seeking to increase their reach, traffic and leads. But even the most savvy of social marketers have been known to make mistakes that can be detrimental to their business.

3 social media mistakes that can kill your business

So what are the top three social media mistakes that can kill your business?

#1 You’re not moving your followers to your email list

You worked hard to build your social media following. You’ve got a great list of subscribers on YouTube, thousands of likes on your Facebook page and tons of followers on Twitter. It took you weeks, maybe even months, heck, could have been years, to accumulate all that social currency. But guess what, you don’t own that list.

Nope, all those names, fans and followers you’ve worked so hard to connect with, they’re not really yours. They belong to Facebook, to YouTube, to Twitter. If something were to happen to that list, if it got deleted, if the site owners change their policy or limited your ability to access your account or lists, there would be absolutely nothing you can do about it. You know why? That’s right, because you don’t actually own that list.

You don't actually own that list of social followers, so how do you convert it to a list you control? Click To Tweet

Social media is a wonderful marketing medium, it’s cheap, it’s fast and it’s highly effective, but it’s also not 100% in your control. So how can you leverage all those fans and followers into an email list that you do own? Just ask. Yep, it really is that simple. Post a link on your social media networks and ask your followers and fans to join you on your newsletter so they don’t miss a thing.

Considering offering a freebie, such as an ebook or printable or report to encourage people to make that extra click. If your offer is strong and your freebie is valuable, you may even attract new subscribers.

#2 You expect social media to generate revenue

People will follow you, like you, even comment on your posts, but getting them to buy directly from you via social media is difficult. Many a business has gone under while waiting for sales from their social media marketing.

Social media is a social tool, a connection tool, a community tool. It is a wonderful avenue for building relationships with customers, increasing brand awareness and securing your position within your market. But in most cases, it is not a sales tool. Of course there are entrepreneurs and businesses who have made a fortune from social media, but they are the exception, not the rule.

Use your social media as a way to market your business, build brand awareness and become a part of your audience’s lives. Let your website, your email list, and your online ads drive sales. Let social media drive your connections.

#3 You’re spending more time posting than producing.

Social media is like a conversation that never ends. Something is always happening: comments, posts, replies, shares, requests, even complaints. The ever changing nature of social media can make you feel like you have to be there all the time, to respond and react, to post and share. It can be very time-consuming and very distracting.

While social media is a great marketing tool, you need to put a time limit on your posting and monitoring. Creating a time limit will not only force you to be more efficient with your social media efforts, it will also create more opportunities to work on other vital areas such as producing products, content and services for your customers to consume.

Increase the efficiency of your social media efforts by spending more time producing than posting. Click To Tweet

Social media is a marketing medium like any other. It’s a tool to make contact with your customers, not a lifestyle to be lived.

Remember, social media is a connection tool. Treat it like the community it is and leverage that community to create a relationship with your customers.

Got a question or looking for some ways to make your content work for you? Send me a message and let’s chat about it!