You’ve heard about the seven capital vices before. With the existence of envy, gluttony, greed, lust, pride, sloth, and wrath, many companies are guilty of succumbing to the temptations of social media marketing plan that has not been well thought out or planned for. You can help keep your small business from falling short of these temptations by reviewing the following seven cardinal sins of social media marketing:
1. Envy – Wanting something that someone else has
With all the big brands having such a large presence on all sorts of social media sites, of course it makes sense to take notes from their social media strategies to see how you can improve your own strategy. What you don’t want to do is to model your own social media strategy exactly after theirs in order to try to get the same results. The reason that their social media strategy works so well for them is that it is unique to them, their industry, and the audience that they are trying to reach. Not only will you not see the same results with a recycled strategy, but also others may realize your attempt at copycatting and be turned off.
2. Gluttony – Overindulging in more than what is necessary
Gluttony in a social media marketing campaign can be identified as those that take too much of something, or an amount that exceeds what is necessary. A gluttonous situation may include a businesses relying solely on marketing automation and scheduled Tweets, rather than communicating in real time.
3. Greed – Intense desire for particular items, especially wealth and power
It is easy to get caught up with the bottom line- making sales and getting money. However, no one wants to follow a page that only posts things about their products/services and their features and cost. People look to companies’ social media to build relationships with them and to get a feel for their personality and culture. They can find your products/services on your website. If you have an awesome item on sale or a brand new item out, feel free to post it, but make sure your posts are not limited to only this.
4. Lust – Desire for fame or popularity
Lustful social media marketing tactics can include buying followers and likes for a business’ social media accounts. When you buy followers and likes, understand these are not people (or robots) who genuinely are interested or like your product. So, although doing so may enhance the number of followers displayed on your profile, you will still lack social engagement and in-store business success that actual followers can provide. Instead, opt for a more successful approach to get more Twitter followers by becoming follow-worthy. This includes posting thought-provoking Tweets, sharing links to interesting articles, and posting a variety of multimedia like pictures and videos.
5. Pride – Satisfied with one’s own accomplishments or actions
Don’t promote only your content. If someone shares a link to one of your blog posts, return the favor by sharing a link to one of their posts. Additionally, don’t just post new content all the time and ignore those communicating with you through social media. If somebody likes your page or retweets one of your Tweets, take time to sincerely show your appreciation. If a user mentions you in a Tweet, show recognition with a response or a simple retweet. Take the time to show that you are interested in more than just your own company and that you care about them and what they have to say.
6. Sloth – Carelessness in the performance of one’s actions, or laziness
Examples of sloth in social media include not double-checking your posts for any grammar mistakes/typos and sharing content that you have not read all the way through. With such busy schedules, it can be tempting to post articles that you have only skimmed or just thought had an interesting title, but it’s always important to read through carefully to make sure that the article holds accurate and relevant information and represents your brand in an appropriate way.
7. Wrath – Intense anger or rage, often used for a comical effect
Many companies and brands like to have playful feuds on Twitter. For example, the infamous Oreo vs. Kit Kat feud. These can be really funny and great for publicity when done tastefully. However, taken too far, they can be extremely tacky and can cause actual hostility. Make sure to only make light-hearted responses. Don’t say anything below the belt, or things can get real heated real fast.
This post was written by SocialCentiv Contributor Kristina Kopplin.