Seek & Destroy - 10 Common Social Media Marketing Mistakes The Social Media Audit half of the DIY Power Audit session at Zenith 2017 as presented by Michelle Stinson Rosss

1. Seek & Destroy - 10 Common
Social Media Marketing Mistakes
DIY POWER Audits - Does My Sh!t Stink?

2. Agenda
5 Missed Opportunities in Organic Social Media/Community Management
5 Missed Opportunities in Paid Social Distribution
How to find those missed opportunities
How to fix the problems that are causing you to miss the target
Super Self-Audit Arsenal
@MStinsonRoss
@Gruen_Agency

3. About Me
Vice President of Marketing &
Sales - Gruen Digital Marketing
● Conference Speaker, Trainer &
Regular Industry Contributor
● Marketing Generalist with experience
integrating Content, Search, Social,
Paid, Email & Traditional Marketing

4. About Gruen Digital Marketing
Our Certifications
Print & Internet
Yellow Pages
Organic Search
Display & RemarketingContent Marketing
Paid Media Social Media
Web Design &
Development
Audits

5. Remember?
@MStinsonRoss
@Gruen_Agency

6. Hit or Miss?
Self-auditing your social media
efforts on a regular basis is critical
to keeping track of hits and misses
with your targeted audiences.
@MStinsonRoss
@Gruen_Agency

7. #10
The REAL official
Facebook
Twitter
Instagram
Pinterest
Snapchat
YouTube
LinkedIn
Is Someone That’s Not YOU
@MStinsonRoss
@Gruen_Agency

8. Claim the Name
Search
Your brand name in Google & Bing
Search
Your brand name in the social channels
Search Again
Check common misspellings and reasonable variations
@MStinsonRoss
@Gruen_Agency

9. Claim the Name
If an exact match is available CLAIM IT
If an exact match is not available
Choose a variation that you can use consistently
or
Dispute the use of your brand name (with caution)
@MStinsonRoss
@Gruen_Agency

11. #9
Social In Stealth Mode
@MStinsonRoss
@Gruen_Agency

12. Consistent Activity
Check the posting history of each account.
No posts
Months since the most recent post
Huge gaps in time between posts
@MStinsonRoss
@Gruen_Agency

13. Consistent Activity
Try a social media scheduling tool
Create articles, videos and images to share
Find articles, videos and images from non-competitive sources
@MStinsonRoss
@Gruen_Agency

15. #8
Buttons That Don’t Work
@MStinsonRoss
@Gruen_Agency

16. Check Those Links
Social Media icons in headers or footers that don’t link to anything
Social Media buttons that link to the wrong account
Social Media sharing buttons that don’t work
No link
Broken link
Ugly content
@MStinsonRoss
@Gruen_Agency

17. Check Those Links
Update the Code
WordPress - Most likely you are using a plug-in or it’s baked into your site
theme
That website guy….
Work with your developer to update links and make social media buttons easy to find and
use
@MStinsonRoss
@Gruen_Agency

19. #7
Not Even Swimming
In the Same Ocean
@MStinsonRoss
@Gruen_Agency

20. Investing in the Right Channels
Are people trying to connect with you on a channel you don’t use?
What social channels are people using to connect with your competitors?
Where can you find conversations relevant to your business?
@MStinsonRoss
@Gruen_Agency

21. Investing in the Right Channels
Get over your discomfort with a channel that’s not YOUR personal favorite.
Make sure that accounts on unused channels, direct people to where they will
reach you.
Don’t wait for people to
reach out to you first.
@MStinsonRoss
@Gruen_Agency

23. #6 My Competitor Just
Sunk My Battleship
@MStinsonRoss
@Gruen_Agency

24. Understanding Social Share of Voice
Where do people go to talk about what you do?
How often are your competitors or other companies engaging in that
conversation?
How much are you contributing to the conversation?
@MStinsonRoss
@Gruen_Agency

26. #5
One Hit Wonders
@MStinsonRoss
@Gruen_Agency

27. Test New Ad Options
When you go into the Ad Manager in Facebook, Twitter or LinkedIn
Do all the ads look the same?
Is the image formatting always the same?
Are headlines and copy repetitive?
Are color and composition too similar?
@MStinsonRoss
@Gruen_Agency

28. On Facebook, switch to carousel, video,
or slideshow ads
@MStinsonRoss
@Gruen_Agency

30. #4
Not Tracking That S#!+
@MStinsonRoss
@Gruen_Agency

31. Install Pixels and Event Tracking
Check the ad platforms
Facebook
Twitter
Pinterest
Check Google Analytics
@MStinsonRoss
@Gruen_Agency

33. #3
Failure to Reacquire Target
@MStinsonRoss
@Gruen_Agency

34. Retargeting
Have you created any audiences
based on the activity your pixels
are tracking?
@MStinsonRoss
@Gruen_Agency

36. #2 Did I Sink the Battleship
or the Destroyer?
@MStinsonRoss
@Gruen_Agency

37. Split Testing
Have you tested
Visuals?
Copy?
Audience Variants?
Placement?
@MStinsonRoss
@Gruen_Agency

39. #1 They’re On To YOU!!!
@MStinsonRoss
@Gruen_Agency

40. Ad Burnout
Are you keeping track of how long a particular ad has been running to the
same audience?
Are you mixing up the creative to keep your ads fresh for that audience?
@MStinsonRoss
@Gruen_Agency

42. Questions?
Want to get ALL the goodies?
msross@gruenagency.com

43. Thank you!

44. Transparency is at the heart
of everything we do.