5 mistakes no social media manager can afford to make.
In recent years, the use of social media has spread like wildfire—almost as if it were a contagious disease, reminiscent of the bubonic plague in the Middle Ages.
Today, there are around 3 billion people using some form of digital marketing or social media. That’s a staggering number, right?
To put it in perspective, that’s roughly 40% of the world’s population trying to buy or sell something online.
So, don’t underestimate this vast commercial landscape—see it for the huge opportunity it really is.
The world’s greatest markets now live on in legend: the Grand Bazaar in Istanbul, Chatuchak Market in Bangkok, Jan el-Jalili in Cairo—three of the largest and most labyrinthine marketplaces on the planet, famous for how easy it was (and is) to get lost and never find your way out.
The same can happen to you online—the competition is fierce, aggressive, and overwhelming.
There are no filters, no measuring sticks, no scales; social networks are still evolving.
If you’re planning to step into this arena and make your mark, here are 5 tips to help you avoid major missteps and keep your efforts from going to waste.
Let’s look at them as common mistakes.
Thinking you’re the center of the universe.
Just like in real life, talking too much about yourself—or, in digital marketing, about your brand—is never a good idea.
No one’s interested in your brother-in-law’s self-centered stories.
SCENE
A hot Sunday afternoon. At a family gathering for no particular reason, voices drift in from the garden.
Through the window, between the curtains, we see a familiar yet terrifying scene.
Two older men, two young women, and two young men are having a conversation.
Well, actually, only one is talking—hogging the spotlight, answering his own questions, never letting anyone else get a word in. It’s “THE BROTHER-IN-LAW!”
Brother-in-law: Look what I do! Look what I have! Look at me!
Others: (Thinking) NOOO! Why don’t you just swallow all that useless info and implode without bothering the rest of us!!!
Of course, we’re in the digital marketplace to sell or promote our brand, and we want to be in the spotlight. But you’ll get better results by being part of the community than by acting like the vendor on a pedestal.
Step out of the spotlight and use it to highlight something remarkable—something that defines or identifies you, but do it subtly.
After all, having a great product is just the start; building trust is essential.
Going overboard with hashtags and trending topics.
It’s important not to overdo a good thing.
Yes, using hashtags and trending topics can be very effective, but too much of a good thing will just make people sick of you.
That’s why we don’t eat brownies by the ton every single day. Eventually, people lose interest.
If you use them in moderation, you’ll project a positive image for your brand and maintain a strong online presence.
But don’t jump on every trending topic that has nothing to do with your brand—it will backfire and be misinterpreted.
Social networks are full of hyenas, haters, and trolls!
Ever seen a documentary about how hyenas hunt? In a pack, they’re relentless—they won’t stop until they tear you apart or steal your food.
So, the best approach is to use these tools carefully and sparingly.
Forgetting what your target audience wants.
This is a very common mistake among social media managers.
While they’re busy crafting the “perfect” content to hook their target market, they often overlook something far more important than perfection.
You need to go beyond just creating content—you need to engage. That means making an extra effort to truly understand what your audience wants.
It’s worth considering whether your content works for every social network, or if you should adapt it to each platform.
You can even create specific content tailored to the social network or channel where it will be published.
If you get this right and make it part of your workflow, your efforts will definitely pay off.
Not choosing the right offer or the right platform.
Maybe you’re selling apples, but it’s smart to realize you won’t present them the same way at an organic food fair as you would in a supermarket chain.
Each has its own unwritten rules, and you need to know them—your customers do, even if they’re not aware of it.
With that knowledge, you can play by the rules or break them to stand out. The strategy is complex, but it works.
Just like in this simple example, you need to know which channel you’re using, how it works, how to use it, who uses it, and what key factors to consider.
Ignoring your analytics.
Another frequent mistake is thinking your job as a social media manager ends once you’ve created and shared your content.
There are now plenty of analytics tools to help you track your content’s performance.
It’s smart to know which tools are out there and how they work. They can save you a lot of wasted effort and help you fine-tune your strategy.
Did you find this helpful? Great!