Today’s savvy social media users are expert in finding (and pointing out) mistakes.
They are also quite good at detecting half-hearted effort, which is a major digital turnoff.
Here are three common blunders that can quickly ruin your credibility and make your business look bad:
1. Retweeting without reading
Always click on the link before sharing content. Otherwise, companies can end up retweeting The Onion.
Of course, there are more pitfalls that await those who mindlessly retweet articles based on headlines alone. You might be sharing a bad link that leads to a “404 error page,” or you could be linking to a source that’s less than credible.
Retweeting bad, outdated, spammy (or non-existent) content is disrespectful to your audience’s time and intelligence, and it makes you look extremely unprofessional.
Always read through content before sharing it with your followers.
2. Failing to customize content
Every social media platform is unique. Each channel requires a different touch—and different messaging.
Serving up the same content across multiple platforms makes you look lazy. It shows a lack of commitment and attention to detail, and it signals to your readers that you don’t prioritize social media (or your followers’ time).
It’s possible that nobody will notice your copy-and-paste game, but your shortcuts could be subtly undermining your credibility.
Formatting and functionality are other potential problems. Post from Instagram to Twitter, for example, and your users get an annoying link that requires clicking, instead of being able to view your image within their Twitter timeline. Similarly, your Instagram post’s instructions to “swipe left” for additional images won’t make sense on another platform. Your site-specific tags might not work, either.
3. Using hashtags on Facebook
Hashtags are useless on Facebook.
Nobody is using them for discovery, as people do on Twitter or Instagram.
Using hashtags on Facebook reeks of desperation—or it reveals that you are bulk scheduling alongside Twitter and haven’t bothered to amend your post. Either way, it’s a bad look.
Of course, there are many more ways to look unprofessional on social media, but sometimes it’s the subtle bugaboos that ding your reputation and drive potential customers away.
A version of this post first appeared on the Rose McGrory Social Media blog.