Managing a company’s social media isn’t just about slapping together a few posts and hoping for the best. While platforms like Instagram, TikTok, and LinkedIn offer brands unparalleled opportunities to connect with their audience, the way many businesses approach social media could be summed up as “missed opportunities wrapped in a sales pitch.” Here’s a closer look at what not to do—and how to get it right.
Mistake #1: Treating Social Media as a Sales Channel
Many people think social media is a magic cure-all for increasing sales or directly finding new leads. It’s tempting to use your social platforms to push your products or service directly, but let’s be real—no one follows a brand account because they love ads. Plus, today’s social media users can spot corporate-like content in seconds. People want connection, not sales pitches. Social media should feel less like a cold storefront and more like a warm conversation with an old friend.
What to Do Instead:
Think of organic social media as an extension of your PR strategy. Your focus should be on building trust, credibility, and emotional connections. When you create content that tells stories, celebrates your customers, or provides genuine value, your audience will stick around—and when they’re ready to buy, your brand will be top-of-mind.
Mistake #2: Forgetting Your Audience
Not all followers are created equal. Posting the same type of content on every platform without considering your audience is a recipe for irrelevance. Instagram users might want quick, visually appealing snapshots, while LinkedIn followers are likely looking for insights and expertise.
What to Do Instead:
Take time to understand who your followers are and why they’re there. Use analytics tools to uncover insights about your audience’s preferences and behavior. Craft platform-specific content that aligns with their needs and expectations. For example:
- On Instagram, share behind-the-scenes glimpses or customer stories that are quick to digest.
- On Facebook, focus on adding value to your followers feed. People want to be entertained—focus on creating comment-worthy content or shareable stories.
- On LinkedIn, position your brand as a thought leader by posting industry trends or success stories.
- On TikTok, lean into the witty, un-serious style of content. And don’t be afraid to hop on trends.
- Tailor your tone, style, and messaging for each platform.
Mistake #3: Ignoring the Power of Storytelling
Social media isn’t just about broadcasting your message; it’s about creating moments that spark engagement. What are your followers going to do with a wordy infographic or poorly designed Canva graphic? Your audience doesn’t want to read about your product or service in their organic social media feed. When brands focus solely on features and benefits, they miss out on the why—the emotional hook that drives connections.
What to Do Instead:
Think storytelling, not selling. Share how real customers use your product or service in their day-to-day lives, highlight team members with quirky behind-the-scenes posts, or tell the story of your brand’s mission. These narratives create relatability and authenticity, turning followers into fans.
Mistake #4: Chasing Every Trend
Yes, hopping on trending memes or viral challenges can be fun—but if the trend doesn’t align with your brand or audience, it can feel forced and inauthentic. Nothing screams “cringe” like a brand trying too hard to be cool.
What to Do Instead:
Be selective with trends. Before jumping in, ask:
- Does this align with our brand values?
- Will our audience find this relevant or entertaining?
- Can we put our own spin on this?
- Are we too late to the trend?
- If the answer isn’t a confident “no,” skip it. Focus on trends that naturally fit your brand’s identity.
Mistake #5: Failing to Secure Leadership Buy-In
One of the biggest roadblocks for social media managers is leadership that views social as a direct sales tool rather than a brand-building platform. Without the freedom to focus on creating genuine connections, your social strategy will always feel stifled.
What to Do Instead:
Educate stakeholders on the true value of social media. Share metrics that go beyond likes and impressions, such as increased brand sentiment, engagement rates, and website traffic. Help them see social as a long-term investment in brand trust and awareness—not just a line on a sales report.
Mistake #6: Neglecting Community Building
Your followers aren’t just numbers—they’re people looking for connection. Too many brands overlook the importance of building a community and fostering conversations that go beyond “Buy now!” Additionally, many app algorithms negatively target accounts that don’t act like a normal user—aka many company profiles that don’t scroll through their own feeds, watch stories, or comment on others’ posts.
What to Do Instead:
Focus on staying active and creating a two-way dialogue. Respond to comments, ask questions, like posts on your feed, and encourage user-generated content. Celebrate your followers and feature their stories to create a sense of belonging. When your audience feels valued, they’ll champion your brand for you.
In Summary: Shift the Focus from Selling to Connecting
Social media is not a transaction—it’s a relationship. The brands that win on social are those that meet their audiences where they are, offering value, authenticity, and a human touch. It’s not about how much you can sell; it’s about how well you can connect.
When you embrace storytelling, community building, and audience-first strategies, the sales will come naturally—and your brand will thrive in a noisy digital world.
