Don't let social media ruin your brand image

Businesses want to improve their marketing. This interest has led many organizations to increasing their online campaigns. Consumers spent over 53 billion total minutes on Facebook during May 2011, reports a 2011 Nielsen social media survey. With more buyers spending time online, businesses may want to step up their marketing in order to increase sales.

Businesses can also benefit from a managed online presence. Consumers do not shy away from engaging with their favorite brands and companies online, which has created more jobs in social media marketing. However, just like how a social media profile can benefit a business, a poorly managed account can be detrimental. Here are five ways businesses incorrectly use social media.

1.)  Block negative feedback. Businesses may be nervous to see the type of consumer feedback they garner on their Facebook or Twitter profiles. Professionals may be alarmed when a consumer bashes the brand online and they may choose to delete the feedback, but that is a mistake. Marketers can seize the opportunity to improve client relations. Interacting with displeased customers can show other buyers that the brand is listening and cares about their shortcomings.

2.)  Update too much. Of course, Facebook and Twitter act like news sources, but similar to how people get annoyed about their friends posting status updates  too much, consumers will block out brands that update too regularly. Businesses should be careful to post content that is relevant, succint and to the point. Otherwise, buyers may begin to associate the brand with spam - a negative characteristic to garner.

3.)  Unrelated updates. Businesses that post content to their Facebook or Twitter accounts that are unrelated to their industry, products or services may turn buyers away. A business profile should be an extension of the brand's website, not an outlet for expression on trending topics. Of course, every now and again an off-topic post is acceptable, but when it becomes a regular thing, consumers will begin to notice and turn away.

4.)  Large response gap. When consumers leave a comment on a brand's Facebook wall or tweets at them, they expect a speedy response. Marketers who neglect to respond in under 24 hours may not be nurturing their customer relationships to the best of their ability. If a buyer asks a question, there should be a response to keep the conversation going - a quick answer may even help future buyers.

5.)  Posts don't have a call to action. Social media is great at attracting buyers and piquing their interest. Posting content can inform customers about industry trends, new products and improvements in services. However, if businesses do not post content that leads buyers to make purchases, they may not be using social media effectively. Marketers should post an even balance of educational and sales-related content on their profiles to improve sales and grow a loyal customer base.

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