5 social media mistakes you need to fix in 2020

5 social media mistakes
Fixing these 5 mistakes will help your organic reach on social media
If you are struggling to reach your followers and your organic reach is going down, you need to fix these 5 common social media mistakes.

When was the last time you looked at your social media profiles? Are they a true representation of your business values and branding? Would you leave a comment or click on the Like and Follow buttons? If you are not sure about the last question, this list of common social media mistakes might help.

1. Your social media branding is inconsistent

One of your profile pictures is an old logo, the other features funeral flowers and the third is a blurry image of your shop front. The same goes for the cover images and to top it all – the information about your business is incomplete. Does that sound familiar?

It’s easy to lose track of what’s where and why  and in doing so, you send a confusing message to those who find you on social media. Not many of them would then visit your website to make sure that this is your profile page. Once they click away, your chances of getting them back are very slim.

How to fix it

Make sure that your profile pictures and cover images are the same on Facebook, Twitter and anywhere else you have a profile page. The same goes for contact information and details as well as the About and Bio descriptions. 

If your user name is different on all platforms, make sure that your profile name corresponds to your business name. Otherwise, the visitor may be confused or worse – click away. 

2. You don’t have a social media content strategy

It’s difficult to know what, when, why and for whom to post if you don’t have a strategy in place. Although it’s second on this list, you ought to have a content strategy in place before you begin to advertise your accounts. 

How to fix it

Before you start sharing links to your website and retweeting random images of adorable puppies, you need to sit down and answer these questions: 

  • What is the purpose of your social media pages?  – a point of contact, a place where you share testimonials or useful information about organising a funeral etc.
  • Who follows you? – gender, age group, location etc. 
  • What types of followers do you want to attract? – newly bereaved people in your area, past clients, suppliers and business associates etc.
  • What do you need to post in order to attract the ideal follower? – useful information and advice, open invitations and offers to potential business partners etc.
  • How often do you need to post? – every day, twice a week, three times a week etc.

The answers would give you a good idea about the volume and type of content you need to create in order to meet your objectives. Once you know that, you can organise it in categories and determine what to post, when and why. 

3. You don’t post regularly

Although you may not see it that way, posting regular and relevant updates on social media is now more important than ever. Why? Because the likes of Facebook and Twitter constantly tweak their algorithms to limit the reach of your posts. That’s not a good news for small businesses but these algorithms often favour accounts which post regular content updates. 

How to fix it

Make sure that someone is in charge of your social media accounts and that they spend an hour or so a week sourcing content and useful links they can share. Follow your competitors, industry leaders, bereavement charities, blogs, funeral comparison websites etc. to see if you can share some of the items they post. 

4. You post irrelevant content

The lack of social media content strategy often leads to random posts and updates which are of no interest to your followers. Some of them can even interpret that as lack of professionalism and give their business to your competitor as a result of it.

How to fix it

A good rule of thumb is to ask yourself: Would I share that piece of information or show that picture/video in a conversation with a client? Will this help a distressed widow to organise the funeral of her late husband? If not – save the post for your personal account.

Follow me on LinkedIn for more tips on how to use social media.

5. You don’t edit your posts and social media updates

Attention to detail is an important part of being a Funeral Director. That includes spelling, grammar and punctuation. Read, check and double check your captions and updates before you upload them. Simple, obvious and very important.

How to fix it

Prepare a word file or a spreadsheet with all of the posts you are going to share that week and ask a colleague to read them before you publish any of them. 

Conclusion

Like it or not, potential clients expect to find you on social media. That’s their way of checking your reputation and testing your communication skills. Out of date or incomplete profiles are red flags which can be interpreted as poor customer service. Make sure that your profiles are complete, “on brand”, up to date and relevant. 

You wouldn’t put up a sign with spelling mistakes on your shop window or leave stains on the front door, would you? The same goes for social media – make it as inviting as possible because that’s your virtual shop window. 

What are your biggest social media mistakes? Share your experience and best practices to help other Funeral Directors learn from your mistakes.

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mark alexander content strategist

Mark Alexander

Content specialist helping funeral directors to build long-lasting customer relationships.

Journalist who specialises in health, fitness, travel, lifestyle and self-help.

Author of a No1 grief memoir and grief guides for Dignity PLC.

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