As part of our series of digital marketing webinars, we had the pleasure of hosting Raakkel Simms, Head of the Customer Success Department and Strategic Partnerships at PromoRepublic. This social media marketing company helps brands connect with their local customers and effectively manage their social media content strategies at scale. The webinar, Common Social Media Mistakes Every Business Should Avoid, is available to watch here.
Google tops the start of a search, but social media sites such as Facebook and Instagram are increasingly being used by at least 50% of consumers to search for local businesses, and 78% of local mobile searches result in an in-store purchase.
1. Your Business Page is Unsearchable
This is an easy mistake to fix because all the tools and fields are laid out for you on the social site. With social media being the second most searched term on Google, it is important to share key information about your business on your business pages so that consumers can navigate to you autonomously. Include information like:
- Contact details,
- Address and embedded map,
- Images, delivery options,
- “Order now” button.
2. Posting Irrelevant Content
Your posts should be relevant, engaging, and well-designed. Balance text, white space, and unique images. Branded graphics are especially important when sharing links. Use interactive content such as polls and videos to encourage engagement.
While quality content is critical, quantity also matters. Aim to post at least once a day to boost your spot in the algorithms. Include things like:
- Catchy slogan,
- Well-structured text,
- Emojis,
- Clear CTA,
- Right custom visuals,
- Interactive format,
- Mobile first design.
3. Not Connecting with Followers
Responding to both compliments and complaints with grace shows the public what your company’s values are. Answering queries promptly highlights your responsiveness. All this is great for your image – especially online reputation management. However, company mistakes on social media occur when comments are ignored or the company fails to interact with users. These negatively impact your brand perception.
4. Not Having the Right Content Mix
The magical formula for a balanced social media mix is:
- 40% engaging content, questions, polls, quotes
- 30% promotional content, special offers, and discounts
- 20% educational content, advice, tips, hacks
- 10% curated content from other industry experts
5. Thinking Social Media is Only for Marketing
Many businesses treat social media as a digital billboard, focusing solely on promotions and sales. While marketing is a key component, social media thrives on connection, engagement, and community building. Brands that only push sales-driven content often struggle to grow their audience or maintain long-term engagement.
A more effective approach is to view social media as a conversation. Responding to comments, sharing behind-the-scenes content, and highlighting customer stories create a more authentic presence. Brands that engage with their audience beyond just selling foster trust, leading to stronger customer relationships and increased brand loyalty.
6. Not Creating Enough Short-Form Video Content
Short-form videos dominate social media algorithms, yet many businesses hesitate to embrace them. Platforms like TikTok, Instagram Reels, and YouTube Shorts prioritize quick, engaging content that captures attention within the first few seconds. Brands that rely solely on static images or text-based posts miss a significant opportunity to reach new audiences.
Simple, authentic clips—such as behind-the-scenes footage, customer testimonials, or quick tips—often perform better than overly polished advertisements. Don't be afraid to experiment with different styles.
7. Not Posting Frequently Enough
Maintaining a consistent posting schedule keeps content fresh and relevant. It also signals to algorithms that the account is active, improving its chances of appearing in users’ feeds. Frequency should be balanced with quality—posting for the sake of it won’t yield results if the content lacks value. Whether you post daily or a few times per week, consistency matters.
8. Not Focusing Enough On Quality
High-quality content is essential for standing out in crowded social feeds. Poorly designed graphics, unedited videos, and rushed captions can make a brand appear unprofessional. While quantity is necessary, it should never come at the expense of quality.
Every post represents the brand’s identity. Investing in well-crafted visuals, thoughtful copywriting, and engaging formats ensures that each piece of content contributes to a positive perception. A simple post should be polished and aligned with the brand’s tone and values.
9. Speaking to the Audience They Wish They Had
Many businesses create content for an idealized audience rather than the one they have. This disconnect leads to lower engagement and missed opportunities. Social media success comes from understanding the existing audience’s preferences and behaviors and tailoring content to their interests.
Brands should analyze their followers’ demographics, engagement patterns, and feedback to refine their messaging. Ignoring real audience data in favor of aspirational targeting often results in content that doesn’t resonate, making growth more difficult. A customer-centric approach ensures that content is relevant, relatable, and more likely to drive meaningful interactions.
10. Not Using Social Media as a Resource
Social media isn't just a marketing tool; it's also a resource for learning, networking, and staying informed. Platforms like LinkedIn provide valuable industry insights, while others offer engagement opportunities that go beyond selling.
Use social media to support customer inquiries, gather feedback, and stay updated on trends in your industry. Businesses that actively listen and adapt their strategies based on audience behavior quickly improve their engagement and brand perception.
WSI Can Help!
With the assistance of your local WSI consultant, you can boost your social media marketing for noticeable results. For more information on avoiding social media mistakes and improving your social media experience and other digital marketing strategies, contact WSI today. We can help you reach new heights for your business!
Watch the full webinar here:
