The document discusses 5 common mistakes brands make when managing social media accounts. These include: having inactive accounts; lacking a social media policy; removing negative comments; ignoring customers; and not considering advertising. It provides tips to avoid each mistake such as setting manageable goals before launching accounts; establishing policies for posting, tones, and responding to customers; responding graciously to negative feedback; thanking customers for their feedback; and promoting content through ads on each platform.

1. 5 Mistakes Your Brand Should Avoid
When Managing Social Media Accounts

2. 72% of Internet users are ac0ve on social media…
…including 60% of 50 to 60‐year‐olds!

3. Avoid the
following five
social media
mistakes in
order to
op0mize
customer
experience for
your brand:

4. Inactive accounts
★ Leaves customers with a feeling that the company
isn’t really equipped to manage everything on its plate.

5. Inactive accounts
Set manageable goals and
only get involved when
you’re able to follow
through.
Don’t publish the
account un0l you’re
ready to invest the 0me
and energy into
maintaining it well.

6. No Social Media Policy
★ If mul0ple employees are managing company profiles
with no guidance, then the brand messaging will likely
be inconsistent.

7. No Social Media Policy
Establish a policy from the get‐
go: what to post, when, and
how to respond to customer
ques0ons and concerns.
Iden0fy your brand’s tone and
target audience.
Have a standard set of logos.

8. Removing Negative
Comments
★ Removing nega0ve
feedback from customers will
hurt the brand more.
★ Complaints may then be
aired more publicly and in a
space where they cannot be
removed.
★ If a prospec0ve customer
only sees posi0ve comments,
they may become less likely to
trust the brand.

9. Removing Negative
Comments
Have a policy for responding
respecSully and graciously to
unhappy customers.
Aim for responses that are
apologe0c and oriented
toward resolving the problem.

10. Ignoring Customers
★ Customers will feel ignored and neglected by the
brand if a business posts content to social media but
never engages with individuals.

11. Ignoring Customers
Start with simple responses
by thanking people for their
feedback.
Next, equip the most
enthusias0c and connected
people with tools to
promote your brand to
a wider audience.

12. Not Considering
Advertising
★ Brands can no longer get
away with growing purely by
digital word‐of‐mouth.
★ Ignoring social media
adver0sing will significantly
limit a brand’s reach.

13. Not Considering
Advertising
Brands can reach audiences
with less expense than
tradi0onal marke0ng tac0cs.
Promote social media
content through adver0sing
on each individual plaSorm.

14. Avoid these social
media mistakes and
your customers
will thank you
for it. And
so will your
bottom line.

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