Let me tell you something that you definitely already know.

Most companies suck at social media. They talk about how great it is to have thousands or millions of followers and other metrics that don’t matter. In reality, this is how most social posts by companies perform: You could probably post a picture of your dinner on Instagram

And I’m not cherry-picking: go to your favorite timeline or feed and see how the companies you follow do on social media, Given how most professional marketers and large companies do social media, it’s no surprise that you’ve probably experienced this:

• You’ve looked for the “best times” to post on social media
• You’ve been careful to post the “right amount” of times per day
• You’ve subscribed to a fancy scheduling tool
• You’ve worried about using the “right” hashtags on your posts
• You’ve made sure you’re using an image on all your posts
• You’ve added links to a blog post or landing page on your site and written “link in bio” more than once

Most companies that get into social media marketing fail miserably because they are “companies on social media.”

• If you go to Twitter, you’ll see people tweeting their thoughts, sharing an interesting article, having conversations, sharing jokes or memes…then you’ll see a company tweeting a stock photo, with a hashtag, and a link to sign up.
• If you go to Instagram, you’ll see people posting inspiring photos of their travels, sharing exciting activities they’ve done, or videos with the people they love…then you’ll see a company posting a stock photo, with a hashtag, and a link to sign up.
• If you go to Tinder…I don’t know what you’ll find—never been there. That was a different guy.

Most companies fail at social media because they fail to use the channels like they are meant to be used. Instead they just try to spray and pray, hoping people will magically go from social to their site and become customers. If you want your company to be successful in social media, you need to avoid being “a company on social media” and strive to have one of the best accounts on that social channel—period.

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