The Do's and Don'ts of Social Media Marketing for Businesses

Social media has 5.07 billion users worldwide, making up 62.6% of the global population. Its channels are used not only for personal engagements but also for business interactions. 

There's no denying the critical role of social media in modern marketing—from increasing brand awareness and driving website traffic to generating leads and converting sales. 

Enter social media marketing. It involves creating content on channels like Facebook, Instagram, X, YouTube, TikTok, and LinkedIn to promote businesses and engage customers. 

Yes, social media lets you promote your brand, products, and/or services and engage with prospects and customers. However, businesses going digital come with some do's and don'ts. 

Now, this begs the question: What social media marketing steps should you take and avoid altogether? Read on to find out the crucial answers to this critical question.

The Do's of Social Media Marketing

As an entrepreneur, you seek to grow your business faster and easier. What better way to achieve this goal than to leverage social media channels? Harness the power of social media marketing for your business!

According to Statista, Facebook is the most popular channel, with over three billion active users monthly. This is followed by YouTube as well as Instagram and WhatsApp, as shown below:

Of course, your social media marketing strategy varies from one channel to another. But to make it work, you must take three crucial steps: goal-setting, content creation, and audience engagement. That said, here are the do's:

• Set your goals and target audience. Defining clear objectives and identifying your target market are crucial for business success. What do you aim to achieve from your social media marketing? Establish SMART goals: specific, measurable, attainable, relevant, and time-based. Likewise, who are you reaching out to? Create customer/buyer personas based on demographics, psychographics, and other factors.

• Create consistent and engaging content. You can produce and publish various pieces of content on your social media channel. Think of sharing case studies on Facebook, product photos on Instagram, promotional videos on TikTok, or thought leadership articles on LinkedIn. Remember, content is king in the digital world, as it has the power to connect with your target audiences. 

• Engage with your social media community. Creating and posting content on social media isn't enough. You must also interact with your followers by answering their questions, responding to their comments, or liking (putting a heart on) their feedback. Note: Over 85% of social media marketers claim an active online community is key to a successful social media strategy.

Simon Healy, Director at Wardrobe Warehouse, believes in the power of social media for brand promotion and customer engagement. He also takes advantage of these channels to promote his products and services and connect with prospects and customers.

Healy explains, "Social media is a game-changer for businesses looking to grow and connect. By setting clear goals, creating engaging content, and actively interacting with your audience, you can turn these platforms into powerful tools for promoting your brand and building lasting customer relationships."

The Don'ts of Social Media Marketing

There's no denying the importance of social media in boosting online visibility and website traffic. It can also be instrumental in improving customer engagement, lead generation, and even business conversions. 

In fact, Facebook and Instagram offer the highest ROI (at 29%), followed by YouTube (26%) and TikTok (24%). Take a look at the facts and figures below:

Sure, there are key steps you must take to optimise your social media marketing strategy. However, there are steps you must avoid at all costs. That said, here are the don'ts:

• Don't oversell or spam. Social media is the perfect platform for marketing but not for sales. Use these channels to promote your brand and connect with your people rather than to sell your products or services. For example, don't sell your custom hoodies on social media but on your e-commerce platform. Instead, utilise these channels to educate your customers on high-quality hoodies and build good relationships with them.

• Don't ignore negative feedback. Customer insights are easy to see on social media. People often visit business pages to express their thoughts and feelings about certain brands and their products or services. Acknowledge their feedback and use it to improve your offerings. That can make a world of difference in optimising your business and winning customers' hearts!

• Don't buy followers or engagement. It's tempting for businesses to commit this fraud to appear influential on social media. But are these fake followers or AI bots really going to buy your products or hire your services? When discovered, these deceptions can cause negative business repercussions. TikTok alone removed 32.6 million fake followers in the first quarter of this year:

Besides highlighting how to maximise social media marketing, Simon Healy emphasises what you must not do on the platform. She believes that while it can help, it can also harm your business if you aren't extremely careful and highly critical.

Healy argues, "Social media is a powerful tool, but using it the wrong way can backfire. Avoid overselling, ignoring feedback, or buying fake followers—it's all about building genuine connections and trust with your audience. A thoughtful, authentic approach will always deliver better results." 

Final Words

Social media is powerful in today's digital landscape. It's best to leverage these channels not only for personal interactions but also for business transactions. These platforms can help you promote your business and engage with your target market.

That's where social media marketing comes in. 

However, know what key steps to take and what to avoid in your marketing campaign. That said, consider the social media do's and don'ts discussed above. By doing so, you can maximise the potential of these platforms to boost your business and achieve overall success!

Need help with social media marketing for your business? Consult with an expert coach or mentor for your business development initiatives and marketing campaigns. Contact us today for a free coaching session!