10 Social Media Mistakes to Avoid at all Costs

Its been more than ten years since I created my Facebook account. I have to admit, it took me a while to realize that Facebook would turn into a marketing platform, as well, not just one where you hang out with friends.

Oh, how the times have changed.

Right now, we cant imagine a complete marketing strategy without a strong social media presence. Whether you are in B2B or B2C, you know you have to be on social media, too.

However, this ubiquity of social media in every strategy means that a lot of mistakes are made. 

Im not ashamed to admit that I have made some of the ones below, too. Both as a marketer and as the owner of a digital marketing agency that offers social media management and marketing services to its clients.

Ive learned something from every mistake. But you know what they say the smartest people learn from others mistakes.

Heres your chance to learn from others mistakes and avoid making them on your own.

10 social media mistakes to avoid

1. Taking social media lightly

If I had a penny for every time I heard I dont need to hire a social media expert; I can do it on my own everybody does, I could buy a car with them.

I know, everybody is on social media. Your kids are having a blast and they even seem to be super popular on a couple of platforms.

But let me ask you this: when they tell you they want to buy something they saw on Instagram or Facebook, who do you think wrote that ad? One of their friends or a marketer?

Heres the thing: you may get tons of likes on your holiday photos, but did you know that people are much less likely to engage with a brand than with a human?

Couple that with the fact that organic reach on social media (especially Facebook) is constantly declining and youll understand why you need a coherent strategy and not just having an intern post every once in a while.

Furthermore, the social media landscape is constantly changing. If you can stay on top of this and adjust your strategy as soon as a new change takes effect, then youre good to go you can manage things on your own.

Otherwise, your social media mistakes may be costing you clients and money. You should consider outsourcing social media management and marketing.

2. Spreading yourself too thin

Instagram, Facebook, Twitter, Google Plus, Reddit, Pinterest, Snapchat do you really need to be on all the social networks you can think of?

Heres the quick answer: you dont and you shouldnt.

Now for the longer version: the more networks youre on, the less time you dedicate to each of them.

More importantly, your buyer persona isnt on all of them. And if they are, theyre certainly not as responsive on all of them.

So why bother?

Instead of being on five networks, focus on two or three of them and nail your presence there. 

3. Being too focused on self-promotion

I get it. Youre investing money in social media, so you expect a ROI from it. 

Did you know that some studies say the average person sees around 4,000 ads per day? Of course, thats counting the ads we dont really see.

Were so used to being bombarded with ads that our brains have developed defense mechanics. Sometimes, we literally dont see the ads thrown at us. We dont consciously choose to ignore them; it just happens.

So take a break.

And help your fans and followers take one, too.

Instead of promoting your own content or your own products ten times per day, try curating content instead. Try offering them something they really need or want to read/see.

No, Im not saying you share your competitors blog posts. But a funny or helpful article from the likes of Bored Panda or Huffington Post will tell your followers that you dont only care about their money. It tells them that you truly care about their time.

4. Not posting regularly

You dont have to post every day at the same time(s). But posting only once in a blue moon is a huge red flag.

On most social networks, this will tell the algorithm behind the platform that your content doesnt need to show up in your followers feeds. More importantly, it will tell your followers that youre not too serious about engaging with them.

However, you shouldnt go to the other extreme either (see below).

5. Posting too often

Yes, its a game of balance.

You dont have to go missing for weeks, but you dont have to spam your followers with hundreds of posts every day.

Whats the right number, you ask?

Well, lets see. Experts say that you should post ten times on Twitter every day and much less on other networks.

I agree with one thing: you should always post more often on Twitter. I managed to grow my Twitter profile to roughly 15K followers by upping the number of daily tweets. 

However, the exact number of posts per day is not the same for everyone.

Think about Bored Panda. They post way more than two times per day on Facebook and all their posts have great engagement rates.

What is the right number of posts for you?

This is something that you can only find out by experimenting and testing different frequencies and different times of day to post.

6. Posting when you have nothing to say

OK, this one may seem similar to posting too often, but bear with me.

A few months ago, my agency took over the social media management and marketing of a luxury car dealership in California. The first thing that was discussed was post frequency.

You see, the dealership had a weekly quota they had to meet (imposed by the mother lode), but they wanted to go way beyond that. They asked for a quote based on a huge number of posts every week for every social network they were on.

I could have accommodated them and taken their money. But, instead, I asked: what if we only posted every time we had something interesting to say? I assured them this would by no means get them to fall behind on the quota imposed by the manufacturer. 

And they reluctantly agreed.

It took less than two months for them to realize that its the best approach. Instead of stressing over I need to post something today! How can I find the umpteenth interesting message of the day? we chose the approach based on relevance.

The engagement rates went way up and so did lead generation from social media.

Its now my favorite thing to say to any new or potential customer: lets give your followers the gift of relevance.

7. Not being social

You post, you tweet, you share. But how about engaging in conversations started by others? Or simply taking a step back to listen?

Social listening can provide you with tons of invaluable insights into your buyer personas wants and needs.

So spend some time scrolling and checking trending topics. Log in to your accounts instead of simply using an automation tool to schedule posts and forgetting about them.

Remember: its called social media for a reason. Even newspapers communicate two-way now.

8. Being too slow to respond to comments or messages

Consumers expect responses on social media to be faster than those on email. Whatever you do, dont let more than seven hours pass between the time when a complaint or a comment was posted and the time you reply to it.

Ideally, you should answer it within the hour. Speed is the main reason why people contact you via social media instead of email or phone. 

9. Not having an ads budget for Facebook

As you already know, the organic reach of business pages on Facebook has been declining constantly. The truth is that, even if your page has more than 10K fans, your average post will be seen by 200 of them.

Of course there are exceptions: every once in a while, you will find that golden ticket a post thats so in tune with what your audience wants to see that youll get tons of comments and reactions.

But even those posts do so much better with a boost. In fact, I would recommend you focus on those very posts instead of the low performing ones.

Dont worry you dont have to invest a ton of money in ads. But even a smidge of a budget can make a world of difference.

10. Focusing on vanity metrics

So, you got your 10K followers. Congratulations!

But heres the big question: how many of them will actually buy from you?

Irrespective of how much or how little you invest in social media, you should expect a return.

Likes, shares and retweets are awesome they make us all feel warm and fuzzy inside. Sadly, though, they dont pay the bills.

For your next social media report, focus on the sales or leads you got through your social channels instead of vanity metrics. Align your social media strategy with your business goals if you want to see an actual increase on both fronts.


Yes, social media is changing rapidly. And it can be intimidating to try and keep up with all the changes.
Still, theres one constant: just like in SEO or web content writing, if you focus on what your audience wants to see, your numbers will go up. I do mean all the numbers vanity metrics and your bank account statement.

If youre looking for help with social media management and marketing, my team and I are always happy to assist!


Adriana Tica is an expert marketer and copywriter, with 10 years in the field, most of which were spent marketing tech companies. She is the CEO of Idunn, a digital marketing agency that helps clients all over the world with copywriting, social media marketing and marketing strategy. Follow her blog here: http://idunn.pro/blog.

More News

Exhibit at ADIPEC 2018, the driving force behind tomorrows oil and gas partnerships
Global industry gathers at the 5th Anniversary East Africa Oil and Gas Summit and Exhibition
Future Energy Asia - Asias Integrated Oil, Gas and Energy Event of 2018
Summer Camp at Al Habtoor City Tennis Academy
10 Social Media Mistakes to Avoid at all Costs
SNC-Lavalin awarded Wasit Gas Plant installation contract by Saudi Aramco
E-Showroom from SIO365
How Businesses Are Saving Big With Publish-Ready Content
The essential March highlights of Gastech Insights
The Arab Women in Leadership and Business Summit 2018, April 25-26, 2018
Look the other way: Is ignoring the competition really the key to success
Get your exclusive pre-sale tickets to see Ghost The Musical at Dubai Opera
SpiceJet: Adding more delight to your flight. Hurry, Book Now
Africa Islamic Finance Forum Opens Next Week - Last Chance to Book Your Place
Home Awnings and Commercial Awnings Suppliers
Handyman Dubai Services
Emerging as a Leading Digital Marketing Agency for the UAE
Its time to be inspired at ATM 2018
Invitation: Morning Briefing with Miral, February 28, 2018
Announcing the GCC WaterTech Summit Dubai
Invest in Latin America and Caribbean in AIM 2018
Upcoming AmCham Abu Dhabi Events, February - March 2018
Ghana President guest of honour at WAMPEX and WAMPOC 2018
The essential January highlights of Gastech Insights
The leading Oil & Gas Publication in the Middle East since 1996
Supported Event: Break The Ceiling Touch The Sky The Success and Leadership Summit for Women, April 11, 2018
Why BIM is important for project managers in the construction industry
The EGYPS Visitor Show Planner
AmCham Abu Dhabi Announces 2018 Excellence Awards Winners
Are you running a pilot that will disrupt existing heavy oil technologies Present your findings at the worlds largest heavy oil conference
International cutting edge products on display at EGYPS 12-14 February 2018, register today
Are you looking for the latest construction products
Lebanon new market, commercial opportunity - 70 percent already taken
Meetups this week with: Abu Dhabi Self-Improvement Meetup Members, Abu Dhabi Indoor Basketball Christian Fellowship Meetup Members, Toastmasters, and others
The Reality about B2B Lead Generation
Purchase Your Tickets AmCham Abu Dhabi 8th Annual Excellence Awards and 18th Annual Charity Gala, Friday, January 26, 2018
Register now for the Middle Easts largest concrete and heavy construction show
SEO in 2018: What to Expect
EDEX 2018 Launched in Egypt
Navigating the Cloud as a Dubai Startup - Report Produced by Dtec, IBM and Thomson Reuters
Visit EGYPS 2018 to connect with the worlds leading oil and gas organisations
AIM Startup MENA Roadshow and Pitch Competitions 2017
Video Will Be More Important Than Ever
Annual Investment Meeting
Parsons Sponsors American Chamber of Commerce Abu Dhabi Women in Business Committee to Support Professional Development Platforms for Women
Join us in Celebrating AmCham Abu Dhabi 8th Annual Excellence Awards and 18th Annual Charity Gala, Friday, January 26, 2018
10 things you should know about VAT in the UAE
UAE VAT Implementation
The Qatari Ministry of Economy and Commerce unveils FIFA-related business opportunities
4 Steps to Boosting SEO with Long-Tail Keywords
Establish yourself in Growing e-Learning Education Market
Book now and save BIG for Georgia trip 4 days from AED1499
Dtec Learning Course: Raising Capital in a Competitive Environment
Lebanon International Oil & Gas Summit
Dont miss out on the Marketing Kingdom in Bahrain
Make eye-catching online ads
The future of solar is here
Hello to Important, Goodbye to Background Noises
The Top 3 SEO Ranking Factors in 2017
Call for Papers open for the World Heavy Oil Congress 2018
Supported Event: GetGlobal Forum, Tuesday, November 28, 2017
ADIPEC Visitor Show Planner
Marketing Automation Tools that Boost Profits
The Excellence in Construction Summit brochure
Visit ADIPEC on Monday 13 November and connect with the worlds leading oil & gas organisations
Keynote announcement: John Lewis Partnership, CIO, Paul Coby
Discover and create opportunities for your business in the East Mediterranean at ADIPEC Offshore and Marine
Training Insight; November 2017
Its time to network with the experts in solar
Only 7 Days Left to Register! AmCham Abu Dhabi ADIPEC Kick-Off Breakfast, Monday, November 13, 2017
Top 5 reasons why you should visit The Big 5 in Dubai this year
2nd Annual GCC HVAC Summit
Want to learn about ISO 45001 changes
Last Chance to Register - Cultural 101 Workshop with Nasif Kayed October 25th
Supported Event: International Franchise Exhibition, October 25-26, 2017
Supported Event: International Franchise Exhibition, October 25-26, 2017
BIG AUTUMN SALE: 25percent off all in-house courses
Training Insight; October 2017
Raise the steaks at J&G Steakhouse, The St. Regis Dubai
AmCham Abu Dhabi and American Business Council in Dubai Conduct Successful 2017 Advocacy Trade Mission in Washington, D.C.
Join key decision-makers from NOCs and IOCs at the ADIPEC 2017 Golf Day
IPH and Brammer combine to create a European leader in industrial distribution
Direct leasing by landlord at Capital Plaza Complex (Sofitel Hotel Corniche)
Safeguard your premises from Flood and Water Damage
Discover America Month at Jumeirah at Etihad Towers, October 4-21, 2017
$1.36bn project announced in Saudi Arabia
Personalised Bath Towels / Iceland Water Park: Adult (AED 119) or Child (AED 79) / Pool and Gym Access / AED 60 Toward Indian Food
Gulf Star Karate - Free Trial Classes at our Club Locations
The essential September highlights of Gastech Insights
2017 Fit-Out and Interiors Report
Product Updates, Offers and More l Al-Bahar Newsletter Issue 5
3 Ways Web Scaping Can Save Your Business
Why Savvy eCommerce Companies Need to Leverage Experiential Marketing
Register online and join 100,000+ trade professionals from 135 countries
Reminder Tonight! Welcome Back Strictly Social at Cho Gao Marina Walk, September 27, 2017
100s of franchise opportunities waiting for you Register your free visit today
AmCham Update: AmCham Abu Dhabi Appoints New Board Members
Conduct business, face-to-face
Is your business at risk of Legionella
Invitation to Participate @ City Vision Expo 2017
What Google Posts Are and How to Use Them - Sitepro News
The Leisure Show opens tomorrow at 10am!
Cityscape: MAG launches $1bn project in Dubai
Innovative Tools for Driving Increased Sales
UAE Exchange Wins Two Awards at Banker Middle East Industry Awards 2017
The Manghat Brothers Journey to the Top
Advanced Integrated Services on board as Platinum Sponsor for FM EXPO
Meet the Regions Top Pharmaceutical Manufacturing Experts in Dubai
Register for The Leisure Show today and receive free access to the leadership forum
Have you booked your Big 5 media campaign
Gala EVENT Specialists 2017
CUPETs major oil and gas conference goes ahead
The 5 Stages of Content Marketing: From Honeymoon to Happily Ever After
Limited seats available for Middle East BIM Summit 2017
The Big 5 Outdoor Design & Build Show
Save the Dates: Upcoming AmCham Abu Dhabi Events, September - December 2017
Expo 2020 Dubai legacy plan details emerge
Are you using the right hashtags
An Awesome Social Media Dashboard
Social Media Content Management Made Easy
Joint Event Invitation: Saudi Arabia and Vision 2030 - Practical Opportunities for Businesses in the GCC
5 Marketing Tips From 5 Major Brands
Gastech welcomes energy giant JERA to LNG conference
Harris Corporation Joins AmCham Abu Dhabi WOMEN ACHIEVE Initiative
Sharjah Chamber Acknowledges The Approval Of Implementing Its Strategy For The Next Five Years
Federation Of GCC Chambers Discusses Private Sector Challenges
ADIPEC: Investment in the oil and gas sector to rise in 2017
Record-breaking participation at The Big 5 2016
GCCs largest facilities management market earns a brace of dedicated exhibitions as FM EXPO Saudi and Saudi Clean Expo launch
The BIG 5 awards most innovative, green construction product in the Middle East
Deco-Concrete Day at Middle East Concrete 2016 attracts thousands of construction professionals
Thousands of visitors arrive in Dubai for four days of networking and product sourcing at the much-anticipated Middle East Concrete and PMV Live 2016
The competition ramps up at the Action Zone at Middle East Concrete & PMV Live 2016
Over 50 free-to-attend and compelling seminars, forums and workshops scheduled at Middle East Concrete and PMV Live 2016
Interview with DNV GL: The fastest growing markets for gas in Europe
ADIPEC Day 2 & 3 Highlights - 2016
ADIPEC 2016 Day 1 Highlights
ExxonMobil launches Mobil Serv Lubricant Analysis in Middle East oil and gas sector
FOUR exciting experiences not to be missed at ADIPEC 2016 this week!
Standardised solutions a game changer in the Middle Easts energy sector
World Oil and Gas Leaders to Convene in UAE Capital for ADIPEC 2016
Top 5 Reasons Why Send Your Children to Nurseries
Oil & Gas Industry Must Take a Coordinated and Streamlined Approach to Security, urge Experts
LSI Keywords Improve Your SEO With Latent Semantic Indexing
The Best Homepage Content Is Which Coverts Searchers Into Visitors, And Visitors Into Customers
Indications that say your business is in the need of an ERP System
B2B: Analytical Assessment of its Advantageous Side
Where in Lead Generation helpful to Grow your Online Business
A wide variety of in-kind and cash prizes from sponsors. Sharjah Ramadan Festival
The chamber participates in the Cairo International industrial Fair to promote the domestic private sector
Brainstorming session to develop the Sharjah economic Excellence Award
Sharjah chamber organizes a workshop for its board on strategic planning
Own Gulfs No.1 Online Marketing Franchise
3 Essential Secrets to Retaining Your Best Employees
Private sector supports unified GCC expat hiring policy
What Your SEO Focus Should be in 2015
Collaboration between the Sharjah chamber and University of Khorfakkan branch
SCCI organizes Lets protect our hearts
4th India-Arab Partnership Conference
Penguin 3.0 Update and SLN Strategy
The 6 Most Common Online Marketing Mistakes Small Business Owners Make
Is It Still Worth It to Claim Google Authorship
Six traits of successful innovators and how you know if you have them
Dubai cruises to attract 1mn by 2020
What is Google Authorship and Author Rank
How to Make Money by Blogging on LinkedIn
Survey: Email Is 40 Times More Effective Than Facebook and Twitter
Joint Workshop on The Role of Arbitration in Disputes Settlement
Sharjah Chamber reviews areas of cooperation with Algerian Consulate
Bob Parsons 16 Rules for Success in Business and Life in General
Made in UAE 2013
SEO Basics: 8 Tips for Better Google Rankings (The Wizard Of Oz Version)
6 Easy Ways To Use Twitter For Your Business (And Get Some Love Too)
How I Hire: Focus On Personality by Richard Branson, Founder at Virgin Group
5 Unusual Ways To Change Your Negative Mindset (For Entrepreneurs)
Press Releases and Google What PR Professionals need to know to promote without Penality
Why Do Small Businesses Fail
Selling Online in 2013 The Number 1 Sales Strategy (Infographic)
Content is the answer to effective B2B marketing efforts.
5 Things That Really Smart People Do
Click and get Latest Enquiries
8 Things Remarkably Successful People Do
Join SIO365 Business Network
How Does Google Show My Profile Picture In Search Engine Results Pages
Portal launched in Dubai for NRI community
Google has finally released the long awaited Maps application for iOS
Utilizing Social Media Networks in Small Business to Increase Success (Infographic)
Common Google AdWords Mistakes and How to Avoid Them
The Secrets of Viral Videos
Made in Sharjah Conference, Gala Award Dinner & Exhibition- Exhibition Details
Email Marketing Workshop LIVE in Dubai
Are You Constantly Patching Your Local Online Marketing Bucket Holes