Social Media Sites

By Sol Rivero.

Are you in the process of creating a digital marketing strategy for your business? Then you should keep in mind these common social media marketing mistakes you should definitely avoid!

Big brands have the fortune of counting on an already established reputation that will help them engage with an avid audience full of customers ready to consume. Small brands, however, have the complex task of having to build their audience from scratch, and thus are more vulnerable to some common social media marketing mistakes that can wound their strategy and stop them from achieving their goals.

In this article, we take a look at some of these faults, and give you some essential tips on how to avoid them successfully.

Common Social Media marketing mistakes from small brand

Focusing too much on the brand

Surprisingly, self-focus can cause more harm than good, especially to small brands.

When a costumer joins one of your social media accounts it’s because they want to stay constantly up-to-date about what’s going on in your business. Yet also because they want to belong to a community.

A digital community doesn’t revolve exclusively around sales, it provides an immersive experience. If you focus solely on selling your product or service, your audience will soon get tired of your content, and even disregard it as spam.

How to avoid this social media marketing mistake:

The main solution to this common social media marketing mistake is to create viral content that manages to sell less blatantly.

Create a strategy that includes fun, light-hearted content with a lot of potential to go viral. For example: if your business revolves around comics, creating content that includes quotes or fun trivia about comics will be more likely to be shared than a post selling the latest edition of a comic book.

Focus on inspiring your audience to become brand ambassadors. It will save you a lot of money!


This blunder can present itself in two ways:

Irregular posting: small companies tend to forget about posting frequently, leaving certain channels completely blank during long periods of time.

Irregular content: occurs when a brand has no discernible personality or its overall image seems incoherent.

How to avoid this social media marketing mistake:

Irregular posting habits are easy to correct. Your Community Manager or Social Media Strategist should have access to your channels’ statistics, and after analyzing them, he or she should take the time to define a schedule.

Your content, however, takes a little more planning. Your Designers and Marketing Directors should come up with a recognizable look, a general feeling, a common tagline, a defined palette, etc.

Coherence and consistency are great for building up your costumer’s confidence in the brand, so keep it in mind!

Ignoring their niche

Whenever I start working with a client I like to ask them about the brands they consider their competition or inspiration, and more than once I’ve received no answer.

I have received similar responses when I ask them about the social media channels they would like to use, which trends they would like to incorporate to their strategy, or even something as critical as what’s their real target!

How to avoid this social media marketing mistake:

It’s essential for small brands to know what’s going on around them: which companies are doing the same as yours? Which channels are they using? What’s the newest social media opportunity for companies like yours?

Social Media Strategists can help you, but it’s vital to know as much as you can about what’s going on in your line of business. This will help your team create a more successful strategy that will help you achieve your goals.

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