Tip: 19 Big Mistakes Businesses Should Avoid When Managing Social Media (2023)

When businesses decide it's time to step up their social media efforts, they need to find a way to get the job done. Some companies rely on their marketing team or interns to manage their social media. Others may enlist the help of volunteers from various departments, consider hiring a dedicated social media manager to take over, or even try relying on artificial intelligence technologies to manage their social media.

While posting branded content on a daily basis may seem like a fairly simple and straightforward marketing function, there is much more to successfully building a strong social media presence that will help a business attract and retain customers. Below: 19 membersForbes Communications CouncilShare the common mistakes businesses make when managing their social media. Read on to find out whatit is notwhat you need to do to ensure your social media marketing efforts are effective.

1. Treat social media like a bulletin board

It would be a mistake to treat social media as an announcement forum and only post news about company events, releases, product updates, etc. Because of this, forget to put social media users in the spotlight. This can lead to several problems for the brand, the most important of which is public indifference or even negative sentiment. Creating content for them would add value to them. -razrad Yael,Similarweb Ltd.

2. Focus on the subject, not the tone

Too often, companies focus on the problem rather than the tone. Social media needs its own tone. Even if your idea or asset is great, you have seconds to grab someone's attention on social media, and if the tone isn't right, you won't make it. Mindset is key, and when people are on social media, they're in a different space than when they're reading email. Therefore, you should take advantage of this advantage, and not just to amplify the sound. -Rosie gast,Apex Group Ltd.

3. Give general answers

Giving generic responses to negative customer comments or feedback can damage a company's reputation and lose customers' trust. Instead, act like a man. -Corey Quinn,Corey Quinn, Inc.

(Video) 5 Common Mistakes Every Social Media Managers Should Avoid


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4. Failure to sell with the right head

A common, insidious mistake social media executives make is to emphasize only improving metrics without worrying about whether the brand maintains consistency, authority, and reliability in achieving those metrics. While shares, likes and views are transactional milestones in lead generation, they can cause any brand to shut down and forget. -James O'Connor,Word Textured

5. Self-promote

Companies often think that social media is there to promote their company's products and services. In reality, it's more important to provide useful content and resources to an audience that includes (but is not limited to) potential customers. The biggest social media mistakes many businesses make are not providing real value and over-promoting themselves. -Tom Treanor,Cut interactively

Forbes Communications Councilis an invitation-only community for executives from successful PR, media strategy, creative and advertising agencies.Am I qualified?

6. Give social teams the task of managing the executive's online presence

Executives often choose to let the social team manage their online presence. This can be successful if the facilitator remains committed to the program and provides ongoing guidance and feedback. Giving someone else complete control over your executives' voice can quickly come off as disingenuous and inauthentic, which can damage the reputation of the brand and the executives and the company. -only Iliff,wonderland

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7. There is no limit on the number of administrators

Unnecessary administrators can lead to serious problems, including account theft and data security breaches. To protect your social media accounts, limit the number of administrators with access and require multi-factor authentication to log in. Also consider creating new accounts that are linked to your business email and independent of personal profiles. -Cord Himelstein,SNOWS

8. There is no organizational standard for social media posts

Organizational activities can spread quickly through social media, so it is important to communicate social media updates within the organization. It is important to listen and assess the tone of customer feedback and act on it from an organizational perspective. Just reading the news is not enough. Measures are needed to address the target audience and solve their problems. -Humsa Dhir,Sony Pictures Networks Indien

9. Non-commitment to long-term social media management

Content driven organic social media is a tedious job. Social media platforms are primarily hubs of conversation and engagement, not billboards. To really socialize and get results, you need to be fully engaged and drive engagement through consistent content creation and interaction. If you don't, it will be difficult to use the full potential of the media. -Michelle Stark,Red Sage Communications, Inc.

10. Just post and expect results

Social media is not a one-way street. You can't just post and expect results. Add engagement as part of any social campaign to see real progress. This could mean assigning a team member to reply or "like" responses, or figuring out how to showcase the best responses in a testimonial-style campaign that will retain positive feedback for years to come and capitalize on increased growth. -Melissa Kandel,little word studio

11. Ignore engagement opportunities

Engagement is one of the easiest ways to build a social media profile and is often overlooked by businesses who don't understand its importance. Ignoring opportunities for interaction, such as replying to posts and comments or liking posts from other accounts, can be a big mistake and can easily lead to you missing out on a great opportunity to increase visibility. The engagement lasts only a few minutes, so don't miss it! -Victoria Zelefsky,Menkiti group

12. You're trying to do too much with a small team

It takes an incredible amount of time and attention to create rich multimedia content that conveys cohesive key social media messages. Lack of focus leads to disjointed messages, inability to convey clear messages and content that is unattractive. Focus on empowering your team to organically reach and grow your audience with memorable content. -Radhika Duggal,Super

(Video) Common Social Media Marketing Mistakes Businesses Make

13. The opinion that social media is the responsibility of marketing

A common mistake companies make is to believe that social media is the responsibility of marketing, which is a recipe for disaster! Working for analytics and AI brand leaders, I've seen firsthand how these companies train, engage, and leverage their entire executive, go-to-market, and even product teams to drive brand equity through social media. -Andy D,MedeAnalytics

14. Failure to establish social media guidelines for employees

The biggest mistake is that there are no guidelines on how employees should interact with the platforms. Companies need to develop a well-thought-out policy for everyone. Without them, time is wasted putting out fires started by employees who should have known better but didn't use common sense. Policies primarily help prevent problems and contribute greatly to maintaining a positive brand reputation. -Monica Kumar,Hitachi Vantara

15. Use of Inconsistent Brand Voice

Brand voice inconsistency is a killer. When the brand voice is different, it can create uncertainty among the public about the company's identity and values. This uncertainty can weaken the relationship by reducing trust. Trust is the lifeblood of all business relationships, and without trust, a brand is likely to lose engagement and lose customers. -Patrick Ward,root zone

16. Sharing messages that are not related to the brand

A social media management mistake is sharing inconsistent or off-brand posts. This can confuse customers, weaken brand identity and negatively affect credibility. Consistency in tone, style and content is key to maintaining a coherent brand image, building trust and effectively engaging audiences. -Jonathan Schroyer,Get up playing

17. Trust that only customers see your social media channels

It is a mistake to think that your social media channels are only seen by users. Social media can also be a great channel to connect with employees and potential employees. Before potential employees apply, they can check out your social channels to get a feel for what it's like to work for your company. Don't forget to put your talent or work environment in the spotlight through social media. -Thomas' account,Seismic

18. Use social media as a tactic, not a strategic channel

Using social media as a tactic rather than a strategic channel is a mistake. Before launching a campaign, it is important to plan social media in advance – including when, how and why you will use it. If a channel is an afterthought or a box to check, it will be massively underutilized and unfollowed. -Erica Morgenster,virgin pulse

(Video) 5 Common Social Media Mistakes Made by Businesses

19. Articles without purpose

The biggest danger on social media is posting without a purpose. Consistency is key, but it's not just about daily releases; It also consistently delivers value, encourages intimacy and invites engagement. Aimless posting can prevent audience engagement, dilute your brand message and diminish perceived value, damaging your brand's credibility. Post on purpose, not just to post. -Bretagne Garlin,social point of view


What should businesses avoid when using social media? ›

When using social media for your business, there are a few common mistakes that can easily be avoided.
  • Only Posting Advertisements.
  • Not Engaging Enough.
  • Not Posting Enough. ...
  • Posting the Same Content on all Social Media Sites.
  • Paying for Followers.

What are the most common mistakes businesses make with their social media strategies? ›

Check the most common social media marketing mistakes to avoid in your strategies.
  • Approaching all Social Channels the Same. ...
  • Poor Social Media Marketing Strategy. ...
  • Not Publishing Consistently. ...
  • Promoting Yourself a lot. ...
  • Not Tracking the Social Media Analytics. ...
  • Not Engaging with Followers. ...
  • Not Having CTAs.
Mar 14, 2023

What is the biggest mistake in social media marketing? ›

Posting Less or Posting More for Reach and Engagement

One of the crucial social media mistakes most social media accounts make is being 'post-happy' i.e. either posting too much content, or too little. So how much of posting content is too much and how much is too less?

What are 3 risks of social media for business? ›

The business risks of using social media include not being able to control messaging about your company, damage to the reputation of the company (e.g., negative reviews), improper disclosure of financial or other information affecting the stock or other value of the business, and the costs and distractions involved in ...

What is the biggest risk in using social media for a business? ›

Brand thieves:

On the internet, there is a wide risk of brand hijacking and content stealing. This is where infiltrators gain access to customer details all whilst using the company's name or brand logos without anyone's knowledge.

What is the biggest problem in social media? ›

The more time spent on social media can lead to cyberbullying, social anxiety, depression, and exposure to content that is not age appropriate.

What are the common mistakes in social media? ›

Most common social media mistakes
  • Buying likes and followers.
  • Not using hashtags.
  • Not using Stories.
  • Using low-quality photos.
  • Ignoring your Instagram bio.
  • Not switching to an Instagram business account.
Nov 3, 2020

What are the 5 major threats of social media? ›

What are the top 5 security threats of social media? Social media threats are common. The top five social media security threats are phishing, social engineering, information disclosure, fake accounts, and malware.

What is the biggest challenge of a social media manager? ›

Poor post engagement

This is why reach and engagement are some of the top challenges that social media managers face today. They may have great content to post, but if those posts aren't showing up for followers, engagement declines.

What are the 5 steps to managing a social media crisis? ›

Five tips for social media crisis management
  1. Have a crisis communications plan. ...
  2. Listen, understand and learn. ...
  3. Implement good social media governance. ...
  4. Know when to respond and when not to. ...
  5. Run a simulation and rehearse everything.

What are the biggest mistakes brands make on social media? ›

The biggest mistake brands make on social media is using the wrong tone of voice. There are many different audiences that brands need to reach and speak to, but they often don't have the resources or time to talk to each group uniquely.

Why do businesses fail on social media? ›

Often, business social media pages fail due to a lack of values. As long as you're on social media to push or promote a product or service, you're on the wrong track. You must maintain a ratio between product promotion and engaging content.

What are the 6 dangers of social media? ›

The dangers
  • cyberbullying (bullying using digital technology)
  • invasion of privacy.
  • identity theft.
  • your child seeing offensive images and messages.
  • the presence of strangers who may be there to 'groom' other members.

What are 3 potential negative effects of social media? ›

Social media may promote negative experiences such as:
  • Inadequacy about your life or appearance. ...
  • Fear of missing out (FOMO) and social media addiction. ...
  • Isolation. ...
  • Depression and anxiety. ...
  • Cyberbullying. ...
  • Self-absorption. ...
  • A fear of missing out (FOMO) can keep you returning to social media over and over again.
Mar 29, 2023

What challenges to business face in social media? ›

Challenges of Social Media Marketing for Small Businesses
  • The Problem: Not Enough Personnel.
  • The Problem: Limitations on Time.
  • The Problem: Choosing the Right Platforms.
  • The Problem: Balancing Multiple Platforms.
  • The Problem: Coming Up With Ideas and Creating Enough Content.
  • The Problem: Budget.
Sep 22, 2022

What are the 4 C's of social media? ›

Social Media is about content, conversations, community and connections. That is the consensus.

What is the 10 4 1 rule? ›

The 10:4:1 rule is a simple way of setting a format for the style and types of content you will release. The basics behind the 10:4:1 rule is that for every fifteen posts on social media, ten will be of other industry expert's content, four will be your own content, and one will be a call to action.

What is one risk of social media use in companies? ›

Release of confidential information about the activities of someone within the company or sharing information related to these activities can create the risk of outsiders using that information to the detriment of employees' personal safety.

What are examples of social risks in business? ›

Social Risk

Examples include labor issues, human rights violations within the workforce, and corruption by company officials. Public health issues can also be a concern as they can impact absenteeism and worker morale.

What is the major risk for online business? ›

So keep reading to discover what key business risks you face and how you can solve them.
  • Security Breaches. ...
  • Refunds and client disputes. ...
  • Intellectual property violation. ...
  • Low SEO ranking. ...
  • DDOS attacks. ...
  • Stolen credit card information. ...
  • Poor customer service. ...
  • Inadequate authentication methods.
Nov 23, 2022

What are negative impact of social media? ›

Social media harms

However, social media use can also negatively affect teens, distracting them, disrupting their sleep, and exposing them to bullying, rumor spreading, unrealistic views of other people's lives and peer pressure. The risks might be related to how much social media teens use.

How can we reduce the negative impact of social media? ›

Spend less time on social platforms.

One study found that reducing social media use to a maximum of a half hour a day led to a decrease in feelings of anxiety, depression, and loneliness.

What is 1 common mistake someone makes when posting on social media? ›


A common mistake is to simply “follow the crowd”, making posts up as you go along based on other's content. You should avoid this, and create a social media marketing strategy that is actually relevant for you and your specific business.

What is the most common mistake you see other social media managers make? ›

Failing to convert social media traffic is a very common mistake we are all guilty off.

What is one major downside of social media? ›

However, it is also important to note that social media usage has significant disadvantages. The disadvantages of social media usage include addiction, cyberbullying, the dissemination of fake news, and a direct impact on brand reputation.

What are the 10 common types of cyber threats? ›

What are the 10 Most Common Types of Cyber Attacks?
  • Malware.
  • Denial-of-Service (DoS) Attacks.
  • Phishing.
  • Spoofing.
  • Identity-Based Attacks.
  • Code Injection Attacks.
  • Supply Chain Attacks.
  • Insider Threats.
Feb 13, 2023

What are 3 issues related to social media and social networking privacy? ›

Harassment, cyberbullying, and impersonation

Social media can also be used for cyberbullying or cyberstalking. The perpetrators don't even need to be hackers.

What is the most common threat on the Internet? ›

Computer Viruses

Computer viruses are the most common among internet security threats out there. Viruses enter your computers by attaching to a host file or a system.

What are the six challenges that face managers? ›

Here are some of the most common challenges managers face and how to overcome them:
  • Decreased performance levels.
  • Being understaffed.
  • Lack of communication.
  • Poor teamwork.
  • Pressure to perform.
  • Absence of structure.
  • Time management.
  • Inadequate support.
Mar 10, 2023

What is the biggest challenge that media face nowadays? ›

The top 5 challenges faced by media groups in the digital world
  • #1 Digital transformation.
  • #2 Cookieless world.
  • #3 Audience knowledge and understanding.
  • #4 Value exchange for digital content.
  • #5 Gen Z.

What are the three main challenges of social media analysis? ›

Social Media Analytics: Using Social Data to Tackle 3 Biggest Business Problems
  • BUSINESS PROBLEM #1: Credibility.
  • BUSINESS PROBLEM #2: No one in the organization has an understanding of the brand's consumer needs.
  • BUSINESS PROBLEM #3: The brand does not stand for anything and it does not promise anything.
Jan 6, 2015

What are the 5 C's for crisis management and the media? ›

I call these the 5Cs of Crisis Communications: Care, Commitment, Competency, Community, and Continuity.

What are the 10 steps to a successful social media strategy? ›

Hopefully they help.
  • Define Clear Goals. This is the foundation of your social media management or campaign strategy. ...
  • Get To Know Your Audience. ...
  • Choose the Right Platforms. ...
  • Create a Content Bank. ...
  • Identify Keywords and Hashtags. ...
  • Create a Content Schedule. ...
  • Set Up Social Tools. ...
  • Set Your Analytics.
Feb 15, 2018

What are the 4 R's of crisis management? ›

There are four steps key to navigating an emerging crisis, four Rs: Recognise, Respond, Regret, Remediate.

What should be avoided in a social media strategy? ›

What are the top 10 social media marketing mistakes to avoid?
  1. Ignoring data. ...
  2. Being careless with your stories. ...
  3. Going off topic. ...
  4. Posting content that does not spark engagement. ...
  5. Being impersonal. ...
  6. Not being transparent. ...
  7. Outdated content. ...
  8. Avoiding negative feedback.
Jun 17, 2022

What is the number one mistake that influencers make? ›

Buying Fake Followers and Engagement

It's not uncommon for new influencers to purchase likes and followers on Instagram and other social networking sites. And it always doesn't end well—they have thousands of followers who don't engage with their posts as they lack interest in the content.

How social media can ruin a company? ›

One inappropriate tweet from a CEO, employee, or client can go viral, and ruin the reputation of the company. A negative reputation from inappropriate social media use can have a negative effect on the company's revenue, brand value, trust, goodwill, and ethical reputation.

How social media hurts businesses? ›

The main negative impact of social media on business comes from the risk of bad reviews turning away the interest of potential consumers in your products. Many studies state that reviews on popular social media websites like Facebook or Twitter are taken with the same seriousness as the recommendation of a friend.

What can go wrong with social media marketing? ›

Common social media marketing problems include: Not engaging with followers. Focusing too much on sales. Being tone-deaf to your audience and platform-specific trends.

What should you avoid doing when posting to social media? ›

As a rule of thumb, don't post anything that could portray you in a negative light as you never know who might be scrolling through your feed at any time. Avoid profanity, negative or discriminatory comments and posts, pictures of you playing your favourite drinking game, and making insensitive jokes.

How businesses can avoid the risks when applying social media strategies? ›

So, what are the risks of social media and how can they be avoided?
  • Developing a social media policy and training your staff.
  • Monitoring user-generated content.
  • Dealing with customer complaints carefully.
  • Reviewing social media sites' terms of use and abiding by their rules.

What information should you avoid posting on social media? ›

1. Driver's License, Passport and Credit Cards. First up is your personal identification documents, such as a passport or driver's license. Never post photos or details about these documents on social media, as they can greatly increase the risk of identity theft.

What is one thing a brand should not post on social media? ›

Post too much – or too little

We know for sure that posting too much means you're likely to be churning out low-value, low-quality content that doesn't engage your audience. Put more time and effort into your social media content – it may mean you're not posting every single day, but you will reap the rewards.

What are the negative practices in social media? ›

The more time spent on social media can lead to cyberbullying, social anxiety, depression, and exposure to content that is not age appropriate. Social Media is addicting. When you're playing a game or accomplishing a task, you seek to do it as well as you can.

What are the biggest risks of using social media? ›

The dangers
  • cyberbullying (bullying using digital technology)
  • invasion of privacy.
  • identity theft.
  • your child seeing offensive images and messages.
  • the presence of strangers who may be there to 'groom' other members.

What are 3 things to consider before posting on social media? ›

Things to think about
  • Will I feel good or different about it later? Social media comes with one golden rule, don't post when you are angry. ...
  • Why am I posting? ...
  • Would I say this in person? ...
  • Can this be interpreted differently? ...
  • Am I being kind? ...
  • Is it really private? ...
  • Do I have permission? ...
  • Would I like me?

What are unethical to post on social media? ›

Posting a picture without permission.

While it is not illegal to post someone's photo without their permission, it is unethical. You should always ask someone before you use his or her photo online, especially if the person is in an awkward pose.

How social media can damage a brand? ›

One inappropriate tweet from a CEO, employee, or client can go viral, and ruin the reputation of the company. A negative reputation from inappropriate social media use can have a negative effect on the company's revenue, brand value, trust, goodwill, and ethical reputation.

What is the top annoying action by brands on social media? ›

Survey respondents say the most annoying actions that companies take on social media are sharing too many posts/promotions (57.5% cite), using slang/jargon (38.4%), not having any personality (34.7%), trying to be funny when they're not (32.3%), and not replying to messages (24.7%).


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