In the past few years, countless companies have decided to develop an online presence. For many, this includes being active on social media, since this tactic can generate a considerable return on investment. However, not all businesses make effective use of social media. The strategists at H2O Communication have pinpointed some of the most common mistakes that companies make when trying to leverage social networks.


Thinking that social media is easy

Some people think there’s nothing to managing a company’s social media. They wrongly believe that posting content now and then is enough. But that’s more myth than reality. Like any other marketing campaign, a company’s social media presence should be carefully planned and managed to generate optimal results.


Creating accounts on all social networks

Another frequent error is creating accounts on all platforms. Having several accounts isn’t problematic by definition, but if you want strong results, you should determine which social media networks are most appropriate and publish content on them regularly. That’s why it’s so important to do your research and see what type of consumer uses each platform. Businesses can decide which social networks are best for their strategy and use them to publish content that speaks to their target audience.


Ignoring negative comments

There’s no denying that social media has changed the rules of the game when it comes to communication between businesses and customers. In short, it’s no longer a one-way conversation. Thanks to social media, consumers can speak directly to businesses. This helps improve the customer experience and promotes a sense of belonging with brands—but it can also be a double-edged sword. While social media is a great space for customers to post positive comments for all to see, the opposite is also true. Responding to negative comments and opinions on social media is very important because it lets people know that their opinion—and satisfaction—matters to you. Unfortunately, businesses often shy away from responding to negative feedback on social media.