Marketing Through Social Media: 5 Mistakes to Avoid

Marketing through social media is one of the most powerful ways to grow a brand today - but it’s also easy to get wrong. With constant platform updates, changing algorithms and changing consumer behaviours, businesses that make the wrong moves can waste time, budget and opportunity. 

The good news? Most social media marketing mistakes are completely avoidable once you know what you’re looking for. 

Here are 5 of the most common mistakes businesses make when marketing through social media (and how to avoid them):

1. Posting Without a Clear Strategy

Going straight into posting without a plan is like building a house without foundations. Random posts might fill up your feed, but they won’t create meaningful results.

The fix:

• Create a clear social media strategy that supports specific business goals.

• Outline your audience, key platforms, content themes, posting schedule, and KPIs.

• Every post should have a purpose  - whether it’s building brand awareness, starting conversations, or generating leads.

2. Ignoring Your Audience’s Needs

One of the biggest mistakes when marketing through social media is making it all about you -  not your target audience. If your content feels like a constant sales pitch, people will scroll past without a second thought.

The fix: Focus on serving your audience first.

Ask:

• What problems can I help solve?

• What information, inspiration, or entertainment can I offer?

• How can I build a relationship, not just make a sale?

3. Being Inconsistent

Showing up inconsistently on social media ruins momentum. Algorithms favour active accounts, and audiences forget about brands that disappear for weeks at a time.

The fix:

• Plan your content in advance.

• Use a content calendar and scheduling tools to keep a steady flow of posts - even when business gets busy.

• Consistency doesn’t mean posting every day - it means showing up regularly and reliably.

4. Focusing Only on Vanity Metrics

It’s easy to get caught up in likes, comments, and follower counts. But if you’re marketing through social media with business growth in mind, surface-level engagement isn’t the full picture.

The fix:
Look deeper at the metrics that really matter, like:

• Link clicks

• DM enquiries

• Follower demographics

• Conversions and sales

Vanity metrics are nice -  but real ROI is what drives your business forward.

5. Ignoring Platform-Specific Best Practices

Each social media platform is unique. What works on LinkedIn won't necessarily work on TikTok, and Instagram strategies don't always translate to Twitter (AKA ‘X’).

The fix: Tailor your content for each platform:

• Use video content on Instagram

• Keep it professional and value-driven on LinkedIn

• Be fast-paced and creative on TikTok

• Use groups and static posts Facebook

Respecting platform culture shows that you "get it" and helps you connect authentically (& effectively) with each audience.

Final Thoughts

Marketing through social media is an incredible way to build brand awareness, trust, and revenue - if you do it right. Avoiding these common mistakes puts you ahead of countless businesses stuck in old, ineffective habits.

Ready to market smarter, not harder?
The right strategy can change everything.

Find out more about our social media management & strategy build sessions.

FAQ’s:

• How can social media be used effectively for marketing?

  Social media can be used effectively for marketing by focusing on building relationships, providing value, and aligning content with your business goals. It’s more than just posting - it’s about creating strategic content that engages your target audience, showcases your brand’s voice and drives real action like clicks, signups or sales. 

  Consistency, audience insights, strong visuals and clear CTA’s (calls-to-action) on each post are the key to turning social media into a real business tool. 

• How to start in social media marketing?

  1. Start by getting clear on three things: your goals, your audience, and your platforms.

  2. Define what you want to achieve (awareness, leads, sales), who you’re targeting, and where they spend their time online.

  3. Build a simple content plan focused on adding value - whether through education, inspiration, or entertainment.

  4. Track your results, learn from the data, and keep refining your approach.
     

  You don’t have to be everywhere - you just have to show up strategically where it counts.