One of the biggest mistakes that people can make, in all sorts of marketing, is the “set it and forget it” mentality. There is a lot of tools online that people can connect with, and this includes Buffer and Hootsuite. These types of tools work fantastically well when it comes to scheduling and automating your social media posts. They are very valuable because it gets busy. I know it gets busy. I manage the “hands-on” social media activity for a lot of my clients, and there are posts going out all of the time.
You might have 3-5 posts going out every day from 4 different platforms, and then you have to respond to the comments within those posts. This can be a lot of fun, but it can be a ton of work too. You need something to help you out, and that’s totally understandable. There are tools out there that can cut down a lot of the effort that you have to make because you can now preload your social media platforms with these types of tools. You can even have your posts go out at a scheduled time, and it’s tempting to just set this all up and let these posts go out automatically, on their own.
The problem is that people set this stuff up and they forget to keep an eye on the comments that come in. In the meantime, people could be commenting on how much better the competition is or other types of negative feedback. Even if it’s positive feedback that’s coming in, you don’t want to just ignore it. If you’re too busy to post, it’s likely that you’re too busy to pay attention.
I recently saw a great post go out, and it was even advertised. I know because I saw it over and over again as a sponsored post. That means that money was going into this post, and literally, 95% of the comments made on that post were about how the competition was so much better. The worst part about this was that the brand paying for this post wasn’t even paying attention. There were no rebuttals made, letting people know why they were better, or even any comments thanking people for their feedback when people did say good things about the brand. The post was completely ignored.
It’s just ridiculous that this business was spending money to boost the post because they were actually just paying to advertise for the competition. This is a great example of why you can’t just set it and forget it. These are no longer the days of flyers, radio, and television. Back then, you could put out your message and there’s no returning feedback. It’s impossible to talk back to a TV commercial, and so people didn’t have to worry about this sort of thing back in the day.
Social media is a two-way street, and you have to understand that. If you set it and forget it, then ignore the comments that come in, you can find yourself in a lot of trouble. Pay attention to your social media; it can pay off big time.
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