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Ben Hollom - Marketing Director, M2 Bespoke

Ben Hollom – Marketing Director, M2 Bespoke

By Ben Hollom

Social media has firmly established its place as a marketing channel and various studies show that the vast majority of brands are already available on social platforms. Modern consumers increasingly rely on sites like Facebook, Twitter and Pinterest to connect with brands and it is of critical importance that businesses use social media in the right way. In a bid to help brands do this, Business 2 Community has revealed what some of the most common mistakes on social media are and how to avoid them.

One thing that will certainly affect a brand´s performance is the lack of social media or content strategy. A plan will help a brand identify its prospects and which platforms they use, which will in turn help businesses find the most appropriate topics and the type of content those users would be interested in. A strategy should also include a timing calendar of engagement.

A major mistake that most brands make is putting themselves at the centre of each post. This could potentially put users off, so marketing experts advise that businesses adopt the golden 60/30/10 rule: 60% of the posts should refer to industry news, 30% should be blog content and 10% should be direct offers.

It is very important that brands create a social media brand identity and stick to it across various platforms. Adopting what Business 2 Community calls a schizophrenic personality is likely to confuse consumers, so businesses should be consistent in their tone of voice, engagement strategies and representation across platforms.