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  • iandooley

6 mistakes to avoid when using Social Media for your business

Updated: Dec 1, 2021

So, you have a small business and everyone has told you that you need to be active on social media. You get it – and that’s why you’ve already set up a company page on the major platforms. But now what?

Well, before you jump in with both feet and start posting on behalf of your business take a breath. Posting on social media really is a double-edged sword.

Posting on social media really is a double-edged sword and can actually harm your brand rather than helping it.

So, to help you avoid some of the common mistakes when posting to social media for your business, here are some things to consider and avoid.

1. Lack of Strategy

Ugh – someone else telling me that I need a strategy!

Well, the fact is that when it comes to social media you really do need one – unless you want to waste time chasing rabbits down holes for no reason!

Identify your business strategy first – what do you want to do in the next 12 months? How about the next 3 months?

Only when you’ve answered those questions should you look at your marketing (i.e. Social Media marketing) strategy.

2. Lack of consistency

Social media has algorithms – Big, complicated algorithms designed to show your content to people only if it’s relevant.

But the one thing they all have in common is that they LOVE consistency.

Social Media content creation is a commitment – so make sure that once you start, you can keep it going.

3. Lack of personality

Social media is a social tool. And getting the right balance between personality and professionalism can be difficult. You don’t want your business to look like a bunch of jokers – but you want people (i.e. potential customers) to warm to you.

Part of strategy setting means creating your voice – and getting the balance between ‘corporate’ and ‘personal’. Too far one way and your content will be stuffy and not engaging, but too far the other way and you will not be taken seriously.

The first step? Think about WHO it is that you want to attract. And how you will appeal to them.

Don’t get hung up on numbers – get hung up on creating a voice that is real and represents your business.

4. Lack of Quality

It’s easy to look at TikTok videos or viral videos and think everything needs to be rough and ready – and there is a place for more ‘real’ content when posting for your business…

You should also maintain quality within your page and your posts – consistent branding, spell-checked and well-written captions – will portray your business in the right way.

Start here - look at your Header and Profile images – Are they high quality & the right size? Do they reflect your business properly? Be objective!

5. Selling too much

We all love an 80:20 analysis (or is that just me!) and Social Media is no different.

At least 80% of the content you produce should NOT be selling – it should be providing value to the audience, whether that be educating, entertaining or inspiring.

Earn the right to tell your audience about how what you do is amazing by giving them value in your content.

6. Not enough Analysis

It’s easy to think that Social Media is about creating images and videos and sending them off like a homing pigeon. But without analysis how you can know which content is working?

It’s easy to think that Social Media is about creating images and videos and sending them off like a homing pigeon.

There are lots of ways to do this – but it can be a complete “time-sponge” if you’re not careful.

All the platforms have free insights, analysis or analytics pages you can start with – so have a look and understand what your audience has engaged with – so you can give them more of that type of content.

If you want a deeper dive there are a multitude of tools that can break things down even further – some free, but most paid.


By simply avoiding these common mistakes you stand a better chance of getting social media to work for your business - not against it!

If you want help getting your business online then drop us a message today and let’s have a chat!

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