On 21 September 2015, I published a LinkedIn article titled The 8 Sins Of Social Media Marketing (Part 1), wherein I highlighted 4 social media marketing dont’s or sins. Today, I finally made time to write the remaining 4 sins of social media marketing, better late than never right? Let’s dive in.
Sin #5 – Hiring or assigning the wrong people to manage your social media marketing
More often than not, companies compromise on hiring the right social media team or professional(s). Some go as far as assuming that anyone with a personal social media account can successfully manage and lead their social media marketing efforts.
Hiring amateurs can have disastrous consequences, many of which we’ve seen play out in the full glare of the public. If you are serious about social media and/ or your reputation, you need to hire the right people (professionals) to manage your social media marketing.
“If you think it’s expensive to hire a professional to do the job, wait until you hire an amateur.” – Red Adair
Here are a few questions you should ask yourself. Who is managing your social media marketing? What are their KPI’s? Do they know or have the right tools, skills, resources, experience etc. to manage your social media marketing?
Sin #6 – Copyright infringement
Hiring the right people minimises the risks associated with social media marketing such as copyright infringement. This happens when one uses or reproduces content (images, videos, audio etc. which are protected by law) by another without their consent. Copyright infringement can carry heavy legal and financial penalties.
When it comes to sourcing stock images, avoid Google Images and Pinterest. Rather use free resources (like Pixabay) where the content is released free of copyrights under the Creative Commons. Premium stock image providers such as Shutterstock have limitations associated with use so if you are going down this route read the license very carefully before using the content.
All images and videos on Pixabay are released free of copyrights under Creative Commons CC0. You may download, modify, distribute, and use them royalty free for anything you like, even in commercial applications. Attribution is not required
Sin #7 – Unoriginal content
To create or to curate? That is the question.
Though time consuming and expensive, I have become a big advocate of producing and using original content across blogs and social media platforms. Creating original content is sustainable and pays off in the long run. If you prefer to curate (sharing content created by others) content, I recommend limiting it to 20%.
80% of your content should be original. Invest in creating original content now and you will reap both the short and long term rewards. Think about it this way, the more original content you are creating, the less likely you are to commit copyright infringement. Creating original content provides a platform for a company to share more about itself with its customers.