9 SMM strategy mistakes that companies still make

9 SMM strategy mistakes that companies still make

Business promotion on social media will increase sales and make you popular. But only if you are not allowed 9 mistakes of the SMM strategy that we described in this article.

About 53% of Russians cannot imagine life without social networks. They spend several hours a day there, leafing through pictures and updating the feed every minute. Why doesn’t business grab the attention of this audience?

Promotion in social networks or SMM is a way to sell goods and services where people enjoy their time: Vkontakte, Instagram, Twitter, Odnoklassniki, Facebook, etc. these channels a brand can quickly spread information about itself, its products, communicate with consumers.

Promotion of business on social networks will increase sales and make you popular. But only if you do not admit these 9 mistakes of the SMM strategy that we described in this article.

Many companies start an integrated promotion of their business on social networks without forming a clear and understandable marketing goal. They see a platform where they can communicate with their target audience, and they direct their full attention to that channel. Such SMM is based on the statistics of their group’s attendance, the number of shares and likes. But do likes and reposts really increase sales and help develop the business?

The company’s SMM strategy should initially be linked to the main objectives of the business. Otherwise, you won’t be able to calculate the ROI from your social media activity. If your brand is featured on social media simply because “it should be,” you will not get any benefit. The SMM strategy should be integrated into the overall marketing strategy of the brand and correspond to the global goals and objectives of the brand’s advertising campaign.

In general, companies need SMM strategies to get:

  • brand awareness
  • traffic to the site
  • new leads
  • sales or subscriptions
  • consumer engagement
  • a community of loyal customers around the brand
  • brand mentions in the media
  • customer feedback
  • Each social network needs to be developed according to a specific strategy and with the calculation of performance indicators tied to the main goals and objectives of the business.

    2. The implementation of the SMM strategy is done by a non-professional

    You should not trust a person to manage accounts and communities of your brand because he understands something in social networks or read something about SMM. You don’t just have to be present on social networks, but present yourself correctly.

    Some companies trust a freelancer for complex promotion in social networks. This is a lottery: there are honest and good specialists, and there are also those who, having taken a lot of money, do their job downright badly. Or it does not do it at all, throws the customer into the blacklist and no longer responds to messages. If you work with a digital agency, this behavior is excluded.

    Social media management requires a complete marketing understanding of your services and products, business, editorial strategy. Only an SMM manager will draw up a competent content plan with selling and engaging content, set up a posting schedule, find an approach to the audience, create activity and communication with subscribers in social networks, etc.

    The ideal option is as follows: you, as the owner and chief expert in your business, constantly discuss with the SMM manager topics for publications, the advantages of products and strategies for their promotion, and the SMM manager, based on your information, implements a strategy in social networks.

    3. Limit your SMM strategy to only one social network

    Successful integrated business promotion in social networks includes multichannel. If you are only present on VKontakte, then you lose an audience that prefers Instagram, Odnoklassniki, Facebook and Twitter. Some brands even make video content for Youtube and broadcast live on Periscope.

    Do not forget about the promising direction of channels in Telegram – in 2017, the active audience of the messenger reached 6 million people. The more social media you reach, the more people will be aware of your brand. Plus you will get a lot of traffic to the site.

    4. Post the same thing on all social networks

    Another common mistake is to post the same thing on all social networks. Firstly, each site is tailored to its audience and format. Instagram posts beautiful photos with short and capacious captions. Twitter is a concise message format, while Facebook, on the other hand, loves posts with analytics, where there is something to read. VKontakte is universal.

    Secondly, complete duplication of content looks like an imposition, and this is repulsive. Even if you want to convey the same message to your audience across all channels, do it in a variety of ways. Watch Philips congratulate women on three social media platforms on International Women’s Day.

    9 ошибок SMM-стратегии

    This is Facebook. Classic post: text, hashtags and a picture.

    9 ошибок SMM-стратегии

    Vkontakte: the text is the same, but a different picture + a survey for the audience.

    9 ошибок SMM-стратегии

    Youtube: international video congratulation.

    5. Use social media for marketing only

    Social media is a powerful tool that can be useful to businesses for more than just sales. For example, using social media, your HR managers can find employees by running a job posting.

    Analysts and marketers can use the social network as a platform for research and segmentation of the target audience. Do you already have subscribers? Great, study their profiles: what groups and publics they follow, what they are interested in, what other products they buy. This is valuable information that can help you offer content and products to your audience that suits their needs. If you have an active audience, create a survey based on customer recommendations and wishes.

    6. Boring content

    Promotion on social networks is the constant creation of interesting content. Posts should be engaging, that is, motivate users to communicate with the brand and among themselves. Likes, reposts and comments are not an end in themselves, but without them, the company’s social networks look abandoned.

    To make subscribers want to share your content, and new users to subscribe to groups, look for interesting topics for posts. In your content plan, include:

    • a small text post on the topic you are an expert on
    • discussion of current issues and problems of consumers
    • photo and video content
    • product knowledge quizzes and other games, in which subscribers receive bonuses
    • videos and photos from events, conferences and meetings
    • news of receiving awards or commendations from customers
    • historical facts close to your field of activity, etc.

    It is also necessary to vary the formats of the content. Only articles or only pictures is monotony. To dilute it, combine photos, videos, texts, gifs, online broadcasts, and more.

    7. Too many ads

    If your social networks are full of advertising for a company or product, no one will follow you. Would it be interesting for you to communicate with a person who speaks only about himself? That is why the style of presentation of materials in social networks shifts the emphasis from “we” to “you”, that is, to the consumer.

    Our SMM – department empirically developed a formula for the ratio of content types, proven over the years. It looks like this:

    9 ошибок SMM-стратегии

    Learning Content is material that teaches you how to use your product correctly. About the brand is content that increases brand loyalty. Engaging is polls, motivation to leave reviews and comments. And advertising is about encouraging consumers to buy.

    The content that the company posts on social networks should not be spam, but relevant and interesting to users. Only then will they read it and give a positive assessment to the brand.

    8. Don’t communicate with subscribers

    Questions that subscribers leave in comments and discussions should not go unanswered. Moreover, they need to be answered as quickly as possible. Social networks are called so because they are primarily created for communication.

    From communication with people who have shown interest in the brand, you can glean information about their attitude towards the company and the product, about their dissatisfaction, about positive feedback and about problems. Only by communicating directly with your consumers will you understand how to make your product or service better.

    If users are not yet active on social media, you need to create one. Periodically post in a group:

    • polls
    • open questions to be answered in the comments
    • “Answer a product question” contests
    • gifts to the most active subscriber of the month (week)
    • comment contests
    • chats
    • news feed discussions.

    This is just a part of the social media SMM promotion techniques we have tested that can be used to engage users in communication with the brand.

    9. Post social networks not periodically

    Today you had a lot of free time and posted 10 posts to your account. And the next week you have a busy one – and you don’t post anything. This is a big mistake. SMM business promotion is a regular and periodic work. It is necessary to publish every day.

    Users may not even go specifically to your group, but see posts in the feed and remember the brand. Publish no more than 2-3 posts a day, so as not to litter the feed of your subscribers. The ideal time for posting is from 13.00-15.00 (lunch, everyone checks social networks) and 19.00-21.00 (rest at home, users are scrolling through the feed).


    A good SMM strategy is integration with the overall marketing strategy of the brand, interesting and engaging content, multichannel, frequency and constant communication with users.

    Ideally, the company’s social media should be handled by a professional SMM manager who is able to select interesting content for users and at the same time sell content, as well as communicate with the audience and lead them to purchase.

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