5 mistakes you are making in managing social media

If you have social media profiles, you sometimes post something, but you have no inquiries or messages… Maybe it is not about Instagram. It is not about the audience either. You are very likely making mistakes in the way you manage your social media.

Managing social media is a strategy, not something you do when you have a moment. Social media algorithms like consistency, and your audience expects a certain rhythm, meaning regular posts.
People also do not expect a perfect post. They expect you to understand them.

It will be difficult to build trust or a habit of following you if you post once and then disappear for weeks, such as:

• One post, then nothing for three weeks
• A week of hyperactivity and then a month of silence
• Posting only when something happens, otherwise nothing

Solution: Create a weekly or even monthly posting calendar. Let the content follow seasons, your activities, offers, and the needs of your customers.

1. You write for yourself, not for your customers or clients

Managing social media does not only mean informing followers about what is new.
It means talking to the people who follow you and listening to them. Your content has to be truly useful or interesting.
If your posts mostly look like: “Today we have on discount…” or “Come to us because we have…”, that is not communication. That looks more like an advertisement, and it will not have much effect.

When you write as if you are talking to yourself or a colleague from your industry, you are not building a relationship with your followers. Even less with people who have just started following you and do not yet fully understand what you do.
People follow profiles that give them something: an idea, a feeling, useful information, or at least something entertaining.

Your potential problems:

• Official, dry tone without emotion
• Using terms your audience does not understand (professional expressions, industry jargon)
• An “ordinary” post that does not invite comments or questions
• A post that does not “touch” anyone but you (and your colleagues)

Solution:

• Imagine your post as a conversation with someone who knows nothing about you. Write naturally, clearly, and in a human tone.
• Instead of an announcement, ask a question, share a story, or add a personal note (but still professional).

Examples:

• Instead of: “We have a new service - therapeutic massage treatment”, write: “You know that feeling when everything hurts after a long workday? That is exactly why we introduced our new massage treatment.”
• Instead of: “The discount is valid until May 1”, write: “If you have been thinking about booking for a while, now is the right moment. The discount lasts a few more days.”
• Instead of: “We are open on weekdays from 8 to 16”, write: “Last time you asked when you can find us? Here are our opening hours.”

2. You ignore comments and messages

Social media should not be treated as a bulletin board. If people comment, ask questions, or share experiences and you do not respond, the message is clear: you do not care.

Even when someone just leaves an emoji, your reaction shows that you care about every person who took the time to interact, no matter how “small” it may seem.
Even if you do not know right away what to reply, ignoring should never be an option.
Trust is also built through this kind of micro-communication. And it happens precisely in the comments and inbox.

If you do not respond regularly, the algorithms notice that too, engagement drops, reach declines, and you lose visibility.

Examples of your oversights:

• Unanswered messages in the inbox
• A “Like” without a specific response to a comment or question
• Deleting criticism instead of communicating
• Taking too long to respond

Solution:

• Set a rule that all comments and messages receive a response within 24 hours.
• If a comment is negative, do not enter into conflict but ask for details, offer help, take responsibility if you made a mistake.
• By responding, you are not just addressing one comment but building your reputation in front of everyone else who may be reading but not writing.
• If you need more time for a detailed response, at least confirm receipt of the message and write that you are working on a solution.

3. You are not using the tools at your disposal

Most social media platforms offer free tools for analysis and planning.
If you are not using the tools provided by Instagram or Facebook, you are basically posting blindly, without knowing what works and what does not.

Without basic analytics, you do not know when your audience is online, which posts were the most interesting, or who is even following you. Without that information, it is hard to make any smart decisions.
Managing social media is not just a matter of creativity, but also repeating what brings results.

Examples of tools you can use:

• Instagram Insights – information about reach, engagement, best times to post, audience demographics
• Facebook Business Suite – the ability to manage multiple profiles, schedule posts, view messages and comments
• Creator Studio – publishing and statistics for Instagram and Facebook from one place

Solution:

• Take just 10 minutes a week to review the results. Look at which posts performed well and repeat similar content.
• Check which posts received the most comments or shares.
• If you notice that, for example, a Reel you posted on Friday afternoon was especially successful, post similar content again soon.

4. Your content is boring (or the same as everyone else's)

If you post the same type of content every week (only product photos, only quotes, only selfies), the audience quickly gets bored.
And the algorithms notice that. Repeating the same content without any real purpose sends the message that you have nothing new to say. And the audience stops coming back.

People do not connect to the format, but to the feeling – when someone surprises them, makes them laugh, or informs them. If they get the same format, image, tone, and message every time, you will quickly become boring to them.

Examples of how you are being “boring”:

• 5 consecutive posts that look the same
• Always the same text: “Check out what’s new!”
• No interaction (polls, questions, reactions)
• Content with no human presence (only product photos)

Solution:

• Change formats: combine video, photo, text, polls, “before-after”, reviews, backstage content, educational graphics, etc.
• Not everything has to be professionally recorded, because authenticity often works better. Try topics like “a day with an employee”, “how something is made”, “most common question this week”.
• Let every week have at least one post that is interesting or humorous, not just informative.

5. You are posting without a goal, plan, or message

Managing social media may be a hobby for some, but for you, it is a business tool. If you do not know what you want to achieve with a post, your audience will not know what you are trying to say either.
If you are posting just because “you should”, but without a clear reason or goal, you will not get any results.

Every post should have a purpose – to inform, spark a reaction, bring you closer to your customers, or remind them of what you do best. When a post carries no value, the audience feels it. And ignores it.

Most common problems:

• A post with no clear message or value
• No call to action
• No connection to a broader goal (sales, positioning, education)
• You posted because “too many days have passed”, not because you had something to say

Solution:

• Before every post, ask yourself: what is the goal of this post? Do I want to get comments, inquiries, shares, remind people of the brand, show expertise? If you do not know the answer – do not post.
• Plan your posts a week in advance, with a clear purpose for each post. Let each one be a step toward something that truly matters in your business.

And one more thing – connect your profile with your website and Google

A social media profile should not be isolated. If it does not lead anywhere (website, contacts, Google profile), it is not serving you as well as it could.
People often open Instagram or Facebook to quickly check who you are, what you offer, and how they can contact you. If they do not find basic information there, they lose interest or simply skip you and move on.

On Instagram, you can place one active link in your profile bio – use it wisely. If you have multiple links, use services like Linktree, Beacons, or similar that display all important information on one page.

Facebook offers even more – you can add a website address, contact email, phone number, location, business hours, and automatic inbox replies. Use everything that is available to you.

Examples of poorly connected social media profiles:

• No website link in the bio
• No contact information except inbox messages
• Google does not show a connection with social media
• Facebook and Instagram do not have the same location and business hours

Solution:

• On Instagram, add an active link to your profile bio – either one main link (e.g. website) or a link to a page with multiple options.
• On Facebook, enter all contact details, link it with your website, and make sure your Google Business profile displays the most recent and accurate information.

Less randomness, more strategy

Managing social media should not be left to chance. If you post without a clear message, plan, and engagement with your audience, the results will be weak. Algorithms will not push you, your audience will not remember you, and you will not know where you stand or whether you are doing anything right.

Social media is often the first contact with a potential buyer or client. If your profile looks:

• messy
• neglected
• or unconvincing

...you are sending the message that the rest of your business is the same.

If you recognized yourself in at least one of these 5 mistakes, that is actually good news. Why?

• It means you are aware that there is room for improvement.
• Most mistakes are easy to fix.
• Small changes can lead to big improvements.

For a strong presence on social media you need:

• a plan
• clarity
• consistency

And sometimes someone who will put it all together for you.
If you want social media management that delivers real results – contact us. Together, we can bring meaning to your online presence.