Social media is an essential tool for small businesses to connect with their audience, build brand awareness, and drive sales, but many social media mistakes are made.
Many businesses struggle to make the most of these platforms due to common mistakes that hinder their growth and engagement.
Top Social Media Mistakes Made + Their Fixes
Sure, we all make mistakes, but we hopefully learn from them.
Let’s cover small businesses’ top social media mistakes and, more importantly, how to fix them to create a winning strategy that delivers results.
1. Inconsistent Posting
The Mistake: Many small businesses post sporadically, leading to reduced visibility and audience engagement. A profile that’s giving crickets and tumbleweeds can give the impression that the business is unprofessional or unreliable.
The Fix: Create a content calendar to plan and schedule posts consistently. Aim to post at optimal times based on your audience’s activity and maintain a steady frequency that aligns with your capacity—whether that’s daily, three times a week, or weekly. Tools like Rella, Metricool, or Meta Business Suite can help you stay on track.
2. Ignoring Analytics
The Mistake: Some businesses fail to track their social media performance, missing valuable insights into what works and what doesn’t.
The Fix: Track analytics regularly to monitor key metrics like engagement rates, reach, and follower growth. Platforms like Instagram and Facebook offer built-in analytics tools to help you identify top-performing content and audience demographics. Use these insights to refine your strategy and focus on what resonates with your audience.
3. Being Overly Promotional
The Mistake: Constantly pushing products or services without offering value can turn off followers. Audiences don’t want to feel like they’re being sold to all the time.
The Fix: Follow the 80/20 rule: 80% of your content should be engaging, entertaining, or educational, while 20% can be promotional. Share industry tips, behind-the-scenes looks, customer success stories, or user-generated content to provide value and build relationships.
4. Not Engaging with Followers
The Mistake: Many small businesses treat social media as a one-way street, posting content without responding to comments, messages, or mentions.
The Fix: Treat social media as a conversation. Respond promptly to comments and messages, acknowledge mentions, and engage with your audience through polls, questions, and interactive posts. Building relationships with your followers fosters a community-based mindset and loyalty,y, and increases engagement.
5. Neglecting a Clear Brand Voice
The Mistake: Inconsistent tone and messaging across posts can confuse your audience and dilute your brand’s identity.
The Fix: Develop a clear brand voice that reflects your business’s personality and values. Whether it’s professional, fun, or quirky, ensure your tone is consistent across all posts. Create brand guidelines to keep your messaging cohesive, especially if multiple team members manage your social media. This practice will also help build brand authority.
6. Not Optimizing Content for Each Platform
The Mistake: Posting the same content across all platforms without tailoring it to each platform’s strengths can result in poor engagement.
The Fix: Customize your content for each platform. For example:
- Use high-quality visuals and concise captions on Instagram.
- Share links and articles on Facebook.
- Engage in professional conversations on LinkedIn.
- Post short form, snappy videos on YouTube Shorts.
7. Focusing on Vanity Metrics
The Mistake: Obsessing over follower counts and likes while neglecting metrics that actually indicate success, such as conversions or engagement rates.
The Fix: Shift your focus to meaningful metrics that align with your goals. For instance, track website traffic from social media, leads generated for email marketing, or sales conversions. These metrics provide a clearer picture of how your social media strategy supports your business objectives.
8. Neglecting Video Content
The Mistake: Avoiding video content because of time, resources, or fear of being on camera can limit your reach and engagement.
The Fix: Start small with simple, authentic videos. Use tools like Canva or InShot to create professional-looking content without a big budget. Focus on short-form videos for platforms like Instagram Reels or YouTube Shorts, as these formats are highly engaging and prioritized by algorithms.
BONUS: If you’re looking to seriously level up your video game, showing your face is huge. It can feel awkward at first—but trust me, you’ll be chatting away on your Stories before you know it.
- Start by recording a quick 30-second clip on your phone every single day. Think of it like a little warm-up—you don’t even need to post it yet.
- After about a week, share one or two of those clips with your audience.
The more you watch yourself on camera, the more natural you’ll feel.
Faceless brands are pretty outdated—folks want to see who they’re connecting with. So let them see you! Building trust starts with showing up.
9. Forgetting to Include Call-to-Actions (CTAs)
The Mistake: Posting without clear CTAs can leave your audience unsure of the next step.
The Fix: Include actionable CTAs in your posts to guide your audience. Examples include “Shop Now,” “Learn More,” “Tag a Friend,” or “Comment Below.” Make your CTAs specific, engaging, and aligned with your post’s goal.
10. Not Staying Up-to-Date with Trends
The Mistake: Failing to adapt to new features, trends, or platform updates can make your content feel outdated.
The Fix: Stay informed by following industry blogs, social media news, and competitor accounts. Experiment with new trends like interactive posts, trending sounds, or augmented reality features to keep your content fresh and relevant.
Interested in knowing your social media style? Find out here, and this will also help you stay abreast of updates and news in the digital marketing world!
Ready to Level Up Your Social Media Game?
Avoiding these common mistakes can make a world of difference in your social media success. By posting consistently, engaging with your audience, and staying informed about trends, your small business can build a strong and impactful presence online.
Need help creating a winning social media strategy? Let Surf’s Up Social guide you to success with tailored solutions that elevate your brand and connect with your audience. Contact us today to get started!
