The idea of social media can be overwhelming for small businesses who already have so much on their plate. We're asked often by these SMBs what they could be doing better on Twitter. We took this question to some of the top social media marketing experts and asked, “What is the biggest mistake small businesses make on Twitter?”.
Founder, Launch & Hustle
“The most powerful benefit of Twitter is the ability to engage in real-time.”
“The most powerful benefit of Twitter is the ability to engage in real-time. Many small businesses make the mistake of using Twitter and a broadcast platform and never truly engage. In order to achieve the full benefits of customer loyalty, traffic and sales businesses must engage. Building solid relationships and being more than just a brand, but also a trusted resource, is a key in our real-time economy.”
“Most businesses are not posting enough content to Twitter.”
“Put simply, post more content. Most businesses are not posting enough content to Twitter. Businesses should be sending out 10-20 tweets a day instead of the less than 1 per day average we see in some reports. Twitter is a fast moving stream of information that even the heaviest users are seeing a small percentage of each day. To reach them, you have to post more and repost content in new and different ways. Specifically, here are three tips for helping your business share more content.
- Automate: Businesses should look at scheduling and automation options with sites like Buffer, Edgar, IFTT, Dlvr.it, Twibble and more.
- Curate: Look for more opportunity to post the best content that your audience does not already find on their own. Curating smart voices is a great way to up your usefulness and posting frequency.
- Post Non-Links: Some of the most popular content on Twitter has no link involved. Stats, quotations, photos, charts, and other content without links might get shared more often and puts less pressure on your audience to have to constantly click through to spend minutes consuming the content you share.”
Social Media Strategist, Cancer Treatment Centers of America
“The biggest mistake small businesses make on Twitter is thinking that it's not a valuable resource and not investing time into it.”
"The biggest mistake small businesses make on Twitter is thinking that it's not a valuable resource and not investing time into it. In as little as fifteen minutes a day, small businesses can transform their social world through Twitter by following their target audience and having 1:1 conversations with consumers that can easily transform into brand advocates. It's one of the best tools out there for small businesses because it is mainly still "free" (compared to other social networks), and is powerful in how it allows businesses to initiate personal conversations with followers."
Interactive & Digital Marketing Strategist
"By responding to questions, comments, or even complaints it allows your business to be authentic, real, and provides the opportunity to build meaningful relationships.”
“I would say the biggest mistake is thinking that social is a platform to solely push your product or service through one-way messaging. Many simply feel that if they don't need to engage in two-way conversations with their audience. To me, this is a huge mistake. By responding to questions, comments, or even complaints it allows your business to be authentic, real, and provides the opportunity to build meaningful relationships.”
VP of Strategy, Overit
“They’re also not always sure why they’re tweeting other than that they heard it’s the thing to do. That leads to a lot of awkward social media conversing and not a lot of results.”
“Small businesses have been hearing about the power and the effectiveness of social media for years. They know they should be out there, talking to potential customers and being helpful web citizens… but they don’t know what they’re supposed to be doing once they’re there. They’re also not always sure why they’re tweeting other than that they heard it’s the thing to do. That leads to a lot of awkward social media conversing and not a lot of results.
Before you start out on Twitter (or Facebook, or LinkedIn, or the Web), have a plan. Understand what you want to accomplish from a business perspective – whether it’s more awareness, better leads, customer engagement – to help you create a social media plan that will allow you to get there. That’s how you go from Awkward Marketer Tweeting to Social Media Rockstar”