Get All Access for $5/mo

4 Mistakes That Can Harm a Company's Social Media Campaign Even the most savvy social-media maven can at times become confused over the best activities to pursue. Check out this list of don'ts.

By Brett Relander Edited by Dan Bova

Opinions expressed by Entrepreneur contributors are their own.

Anyone leading a corporate social media campaign would be wise to heed a few dos and don'ts.

Even the most savvy social media maven can at times become confused over the best activities to pursue. Yet many of the activities to avoid (or do in moderation) relate to basic etiquette: Sloppy manners that don't work in the real world will most certainly hamper a company in the virtual world as well.

To reap the desired rewards when putting in all the effort to communicate about a company on social media sites, avoid these four activities:

Related: 4 Tactics for Surviving Facebook's Algorithm Changes (Infographic)

1. Don't post only on Facebook. With Facebook's recent changes affecting the organic reach of posts, companies definitely need to consider other options. Ultimately, a company should tap the social media channels used by the target market of potential customers. If an organization wishes to reach young women interested in gourmet food and fashion, say, then Pinterest is the best platform to use. Conversely, a company need not have a presence on every social media network.

2. Steer clear of shock tactics and tall tales to attract eyeballs. Avoid posting inappropriate photos. Do not tag people in posts and images solely to draw their attention. It is like typing a message in all capital letters and constantly using exclamation points. This turns people off.

Related: A Benign Virus: Your Company's Content Shared Across Social Media

3. Never inundate new followers with direct messages. And stay away from blatant promotion. People will see right through such efforts, and the social media campaign will never gain traction. Instead communicate, build relationships and nurture them, be a well-wisher and pay it forward.

4. Don't go overboard in setting up a workflow and automating social media tasks. People can easily discern the difference between automated messages and ones crafted by an individual seated before a keyboard who's taking the time to craft posts that make readers think, laugh, ponder and comment. If the company's Twitter stream is filled solely with promotions and lacks replies and retweets, then the campaign is missing the mark.

After serenading and romancing the company's audience, have a plan to convert followers' responses and goodwill into customer leads and then sales. Not having a strategy to take social media relationships to the next level can hold a business back.

And remember use of social media is no substitute for optimizing all the company's online content for search engines. Optimized posts can bring organic traffic to a business' social media profile and its website. Indeed, these days a company's Facebook pages and Twitter profiles might land on the first page of search-engine results when someone searches for the organization's name.

Related: With Social Media, Fakes Are a Real Problem for Your Business

Related Book: Tweet Naked

Brett Relander

Managing Director at X1 Sports Nutrition

Brett Relander is founder and managing director of X1 Sports Nutrition (http://X1Fuel.com). He has a degree in exercise science, is certified as a Master Fitness Specialist and in the biomechanics of resistance training, and is an advocate of all-natural nutrition and advanced performance training.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Side Hustle

This 26-Year-Old's Side Hustle That 'Anybody Can Do' Grew to Earn $170,000 a Month. Here's What Happened When I Tested It.

Stephen Alvarez was working at a dental supply company and following his passion for cars on the side — then an Instagram ad changed everything.

Business News

Nvidia Is 'Slowly Becoming the IBM of the AI Era,' According to the Leader of a $2 Billion AI Startup

Jim Keller, a former engineer at Apple and Tesla, compared Nvidia's AI chips to IBM's dominance over PCs in the 1980s.

Business News

Lauren Sánchez Says This Is the One Thing 'People Don't Really Know' About Her Fiancé Jeff Bezos

Sánchez was interviewed by her longtime friend, actor and producer Eva Longoria.

Business News

Costco Is Raising Hourly Wages for Employees, According to an Internal Memo from the CEO

In an internal memo sent on Monday, CEO Ron Vachris informed employees of the $1 an hour pay raise.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.

Business News

Nvidia and the Magnificent Seven Have 'Immense Returns,' but Strategists Say There Are Risks

The Magnificient Seven includes Nvidia, Amazon, Apple, Meta, Microsoft, Google, and Tesla.