There’s no denying that getting social builds your brand, expands your market reach and engages your customers. Do it properly and you can expect a savvy band of brand advocates who share, retweet and engage with your posts – your customers start to live your brand. But make these five common mistakes, and you’ll miss the boat. Or even worse, lose your audience and damage your brand.


1. Not having a strategy. Would you launch a new product without a plan? Get in your car without knowing your destination? So why jump into social activity without a strategy? Take the time to THINK before you post. Why are you creating a social profile? What do you hope it will achieve? How will you represent your brand? How will you resource it?

2. Sell, sell, sell. Social media is personal. Your audience use Facebook, Twitter, Instagram and more to document and share their lives. Consistent tweets pushing offers, products and competitions becomes “noise” and you’ll quickly find you lose followers and engagement. Mix it up – post a combination of fun, personal content about your brand or team and commercial content when it counts.

3. Irrelevance. Ever flicked channels when the TV ads come on? Or not even noticed a billboard you drive past every day? Chances are it’s because the message is irrelevant to you. Engage with your audience, understand what they are responding to, provide content that is short, sharp and sweet, and tailor your message to your target market.

4. Airing dirty laundry. Don’t ever use social media to air your own business grievances, and if a customer complains online, direct the conversation offline, STAT. A non-emotional, helpful response directing the customer to a private message, phone number or email will kill the social stoush in its tracks. And don’t feel you need to respond to every negative remark. Chances are your other followers will come to your defence or the complainer will move on. Don’t fuel the flames.

5. Ignorance is not bliss. Engage with your audience. Respond to enquiries within a short timeframe – social media is immediate: respond quickly or you’ve missed your opportunity. Reshare followers’ content when it assists your brand or relationships, follow complimentary businesses, like your followers’ posts and generally follow the rules of two-way communication. Because that’s exactly what social media is – communication, not a dialogue.


Want more? Check out our recap of the inaugural haven business hub event, where social guru Christian Bowman, Head of Marketing & Digital at RSPCA Queensland, provided his top tips on creating a kicking digital strategy.


Courtney Robinson

Courtney Robinson  

Courtney Robinson is a Gold Coast mum, passionate foodie, whole foods recipe creator and personal trainer certified in holistic digestive health and nutrition. Follow @athletist_ or visit athletist.com.au for recipes, workout tips and training hacks.