Back in the early ’80s there was an Atari game called Pitfall!. It was reminiscent of an Indiana Jones movie where you tried to swing on vines over croc-infested swamps and tar pits. If you grabbed too soon for the vine, you swam with the reptiles. If you didn’t leap far enough you sunk into the tar slowly and agonizingly.
How to Avoid Common Social Media Pitfalls for Small Business
I think of that game when I talk about pitfalls. Social media is full of them. An action seems like the right thing to do but if the timing is off, it won’t work out well for your business. Here are some of the most common I see:
Playing a Snowball Fight with Content
If you are simply lobbing content onto social media and running for the hills, as if you’re playing a snowball fight with your posts, you’ll never build the connections you need to. Automating your posts is fine but you can’t automate relationships and that’s where the money is.
Not Connecting
One of the advantages small businesses have over larger businesses is the personal touch. If you’re not showing your personality on social media, you’re missing a golden opportunity to trump the larger businesses that have an established way that they must act on and post with.
Doing It All
Just because it’s out there doesn’t mean you have to do it. Look at the social media platforms and figure out where your ideal customer is. Look at user demographics and don’t bother with a platform that doesn’t appeal to your target customer, no matter how popular it is.
Not Listening
They won’t always refer to you by name. Sometimes interested potential customers or disgruntled actual customers will only allude to your service or products. You need to be listening at all times. Run searches. Sign up for keyword alerts. Make sure if someone is talking abut you out of interest or a customer service need, or talking about something you can help with, that you’re there.
Not Seeing Social Media’s Wonderful Possibilities
So many business owners see social media as just another time drain in their day. It’s not. Imagine it instead as a large crowd in front of your store. They’re not necessarily there to see you. Maybe they’re there for an arts festival that just happens to be near your business. But the people are there. You can either invite them in or complain about the lack of parking.
Which one will you do?
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