A recent election has people on edge.
You share a political joke about one of the candidates on your pharmacy’s Facebook page. You think it’s funny.
Unfortunately, many of your followers don’t agree. Angry patients bombard your page with comments. Some say they won’t return to your pharmacy.
Your pharmacy’s social media accounts are a representation of your brand. Many factors can affect its success.
And some social media blunders are nearly impossible to bounce back from. Here are five social media mistakes to avoid at all costs.
Mistake 1: Entering controversial territory
Everyone has their own opinions. But your pharmacy’s social media pages aren’t the appropriate outlet for those opinions.
When your business creates or shares content related to controversial topics, it can upset consumers and damage your reputation.
Avoid this all-too-common mistake by setting a social media policy with guidelines employees should follow when posting on behalf of your brand.
If something does go awry, be proactive in fixing the problem. Delete the post, take ownership of your mistake and apologize to your patients and followers.
Mistake 2: Not being present
Pulling a disappearing act is never good for your business.
If you suddenly ghost your patients on social media, they may assume you’re no longer in business. Or, they may forget your pharmacy exists.
In reality, you’re probably too busy to keep up with your social media accounts. But patients don’t know this.
Ways to keep up with social media:
- Schedule posts on Facebook and Twitter to post automatically. Your accounts will remain active even when you don’t have time to manage them.
- Set aside time each week to see how your posts are doing.
- Engage with your followers weekly, so they don’t feel abandoned. Answer comments. Share content. Like others’ posts.
Mistake 3: Trying too many things at once
Social media is important. But you need to take an approach that makes sense for your pharmacy business.
Managing too many social accounts at once will overwhelm you. And if you can’t keep up, you’ll likely lose your audience and decrease engagement.
For example, if Facebook and Twitter work best for your pharmacy’s social media strategy, focus your time and effort on those. Don’t start Instagram and Pinterest accounts, too.
Mistake 4: Over-sharing content
How often do you share content from other social media accounts in your industry?
While it’s great to share relevant content with your followers every now and then, doing so too often can be annoying.
And if you’re annoying your patients, your social media strategy isn’t going to be effective.
Focus on creating unique content to post directly from your pharmacy’s account. Limit shared content to two to three times a day.
Mistake 5: Losing sight of your brand
Maintaining your pharmacy’s brand and image requires consistency.
But sometimes it’s easy to lose sight of your brand on social media. Especially when more than one person posts on your pharmacy’s behalf.
Set brand guidelines for employees to follow when it’s their turn to manage your social media pages. Keep your tone and message consistent across all platforms and make sure they align with your pharmacy’s goals.
For example, say your pharmacy typically shares light-hearted and fun posts. If you suddenly take on a serious tone, it might make your followers uncomfortable and your brand unidentifiable.
Don’t let a social media faux pas damage your pharmacy business. Protect your brand by avoiding these social media mistakes.
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