Social media pitfalls for companies

What should companies look for when it comes to social media?

The most common mistakes many companies make with social media can be easily avoided.

Worldwide, more than 4.2 billion people are active on social media (source: Datareportal) – that’s about 45% of the world’s population.

Millennials aren’t the only ones who regularly log on to platforms like LinkedIn, Facebook and Instagram. Three-quarters of Generation X and half of Baby Boomers can also be found there.

Related: Generational personal branding: 4 startling insights into social media use

For companies and individual fighters, this means that customers, partners and employees can be found in concentrated form on social media. But what is the best way to reach them?

The same mistakes are often made here. True to the motto “a lot helps a lot”, profiles are diligently opened on all kinds of social media platforms, only to be treated stepmotherly.

Those who regularly publish content often post the wrong thing: advertising messages and marketing blah-blah lead to posts ending up in digital nirvana and going largely unnoticed by the target group.

This can be done better – if a few rules and tips are followed.

Social Media optimieren

A big misconception about social media is that it’s a big marketing platform. This is not the case. On social media, success comes to those who regularly score with high-quality content. There is no shortcut.

But then a large reach can be built, a strong brand established and new customers won.

The keywords here are quality and regularity. If you make a name for yourself several times a week with high-quality posts, you will effectively reach your target group. In this case, social media is a bit like advertising: regular touchpoints increase the recall effect on the addressee.
If the same account repeatedly posts articles that offer added value, the target group will remember them – and interact more with these articles.
The algorithms of the platforms also notice this and provide the posts with more and more reach. This is a self-reinforcing effect – fueled by the need to post high-quality posts regularly.

In addition to regular posting, there are a number of optimizations that can be made.

Macro level

At the macro level, the question is which platform is right for which company. Because the choice of social media platform should depend on where the target group can be addressed most effectively.

Meso level

At the meso level, we highlight typical pitfalls in terms of topic strategy and post frequency. Here, the question will be about which posts should be posted very specifically to ensure sustainable brand building.

Micro level

And finally, on a micro level, we’ll shed light on the profiles themselves: Personal profiles and corporate accounts alike should be structured like small landing pages – here, too, there are a number of pitfalls that can easily be avoided.

The goal is to strengthen one’s own brand on social media. This also favors the acquisition of new customers and the positioning as an attractive employer. After all, there is now no way around social media for any company. Social media has long since become a place for daily encounters. It’s where contacts are made, jobs are found, and products are sold – in a more personal and approachable way.

What it additionally needs as a company

On social media, companies have the chance to gain the trust of their customers. They can build a large reach there – without investing a single cent in advertising. All it takes is the right strategy. And the regular posting of high-quality content.

But companies can do even more on social media. They don’t have to limit themselves to merely filling their corporate accounts with life. They can also gain reach through their employees.

Companies like Daimler are showing the way – Dieter Zetsche, for example, achieves a greater reach than Daimler itself. There will be more and more B2B influencers like this in the future, even on a small scale – B2B mini-influencers, in other words.

Every company can build them up – and profit from the gain in reach. But here, too, the key is to post content with added value on a regular basis. Ultimately, success on social media depends largely on two factors

  1. The right strategy, which must be determined once: Which platforms will be used, which topics to focus on, and what tone the individual articles should have contributions have, so that they fit the creator and the addressee.
  2. The regularity with which such posts are published.

Author: Dr. Thomas Lindemann, CEO & Co-Founder from

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