2017 was a year of some serious social media transgressions. United Airlines unapologetically took the side of the employees who forced a man from his seat. The McDonald’s twitter account was hacked and used for anti-Trump vitriol: “You are actually a disgusting excuse of a President.” And Pepsi failed miserably in their attempt to spread a message of equality when they cast wealthy fashion model Kendall Jenner as their figurehead.
These events brought bad publicity and vitriol from every corner of the internet. In response, many businesses are gearing up to avoid social media mayhem in 2018. Most social media mistakes, however, are not huge PR disasters. Many take the form of small inefficiencies that cripple budgets and ROI.
90% of businesses have utilized social media marketing for five or more years, yet only half of all marketers say they have seen any return on investment. Experts say this lack of success is largely due to many businesses entering the social media realm with little to no strategy on how to generate returns.
Many businesses, for example, focus on hitting the basic social objectives offered by platforms. This includes likes, comments, and shares. Few, however, actually know what those numbers mean for their company. Harvard Business Review suggests “connecting social media to broader business goals” instead of just focusing on social objectives.
Another common faux pas happens when brands limit their presence to only one social media site. Only 66% of Fortune 500 businesses are using YouTube, 45% post on Instagram, 36% have a blog, and 33% are on Pinterest. Yet, research shows that 93% of Pinterest users plan purchases on the platform, with 83% actually making a purchase.
Another staggering finding is that businesses who prioritize blogging are 13 times more likely to receive positive ROI than those who don’t. Interaction is king in today’s hyper-connected cyber world. Users are demanding funny, entertaining, and informative content.
2018 will be a year for businesses to step up their game, and those who overcome these challenges will dominate social media.