6 Social Media Habits That Need to Be Broken

Written By : Clifford Blodgett

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If you’ve recognized the potential of social media to drive your marketing campaign, congratulations – you’re on your way to becoming a leader in your industry. But over time, you may notice that your social media strategy doesn’t quite bring in the results it once did. What’s going on?

Embracing innovation is only the first step to getting ahead of the curve. The second step is to continue evolving with technology, so that you stay ahead of the curve. If you’re still engaging in these stale social media habits, it’s time to drop them and replace them with more effective practices.

iStock_000008339842_SmallPosting whenever you can. In the early days, you may have opened a social media account under the assumption that you would fit into your day whenever it was convenient. But these websites have grown so quickly that they have been forced to revamped their algorithms. Users do not see every post by every page that they follow. If you aren’t posting when your followers are online, they probably aren’t seeing your posts.

Instead, investigate your post engagement to discover the most effective posting times. Then commit to a social media schedule to maximize the reach of your posts.

Focusing on numbers. In the early days of social media, you probably felt excitement to see your fan count growing. In fact, some advisors even try to artificially inflate those numbers by buying “likes”. But those large numbers can actually hurt your campaign more than they help, because thousands of followers doesn’t necessarily mean a high degree of engagement with your posts. Due to news feed algorithms, posts with low engagement will be displayed to fewer viewers.

Instead, focus on using the site’s search function to locate people who fit your target demographic. Send them a contact request or target your posts toward them. Check out your competitors, see which types of posts spark engagement, and create similar content for your own page.

Using your account to sell yourself. As social media has evolved, so have the users. Most of your audience is pretty savvy, and they can recognize a blatant sales pitch when they see one. Instead of trying to sell to your audience directly from social media, entice them to visit your website by posting links to your blog. Include an offer of some sort on your website, so that your visitors will consent to entering their email addresses. Then, use those email addresses in your email marketing campaign.

Instead of pushing for a sale via social media, ask your followers for a series of smaller commitments. Psychology says that it’s harder to say “no” to someone after you have said “yes” a few times before.

Posting links that aren’t optimized for social media. If you simply post a link to your blog, chances are the post won’t look very interesting. More of your followers will simply scroll past it without clicking into your website.

Remember to optimize your content with social media tags, so that your posts will include a picture and a short description of your content. These posts catch the eye and receive substantially more interest than non-optimized posts.

Focusing on yourself. You know that guy. That guy always posts about himself and his accomplishments, and never responds to questions or shares useful information. You unfriended him a long time ago, didn’t you? You don’t want to be that guy!

Remember to post links aside from your own content. If you see something that should be funny, entertaining, or useful to your target audience, share it! Reply to their questions. Answer your private messages. Remember to use social media to truly engage with your audience, rather than simply promoting yourself.

Going overboard with social sharing buttons. It feels exciting to add those social media sharing buttons to your website, as you envision your content being shared across the world. But in reality, too many share buttons clutters your site, and makes it difficult for readers to find the one they need. In most cases, financial advisors should choose the social media buttons that their audience is most likely to use. That usually means LinkedIn, Facebook, and perhaps one or two others.

What worked on social media a few years ago doesn’t work anymore. Keep updating your social media habits, drop old practices that no longer work, and be flexible enough to try new tactics. Doing this will keep your campaign fresh and relevant, and your followers will remain loyal.

Filed under: Social Media for Financial Advisors

Written By :

Clifford Blodgett is the Director of Digital Marketing and Demand Generation at Creative One. He is integral in financial advisor interactive communications strategies, website management, social media, content marketing , and overall demand generation.

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