Social Media Pitfalls For Business Owners To Overcome

social media northern ireland

If running a business wasn’t stressful enough, digital marketing has added another layer of complexity to our working day. Some companies are great at social media thanks to outside agencies or whizz kid employees, but many fail to get the basics correct.

A whopping 93% of businesses surveyed said they were active on social media.

At eightyfive90, we offer two great tools – our digital dive audit and our social media workshops. Both these tools can help you identify where your digital channels are going wrong and how to do better.

Here are five of the most common pitfalls:

Lack of Social Media Strategy

Jumping into Facebook & Instagram without a clear strategy is akin to navigating without a map. Businesses often sporadically post content without a defined purpose, target audience, or consistent messaging. A marketing strategy should define clear objectives, understand the audience’s demographics and interests, and maintain a consistent brand voice.

Ignoring Engagement

Social media is not just a broadcasting platform; it’s a two-way communication channel. Failing to respond to comments, messages, and reviews can alienate your audience. Engagement builds community and trust; therefore, prompt and thoughtful interaction is crucial. Not only should you respond to negative feedback professionally, but you should also encourage positive interaction through questions and calls to action.


Constant self-promotion can tire your audience. The rule of thumb is the 80/20 rule: 80% of your content should inform, educate, or entertain, and only 20% should directly promote your products or services. Balance is key to keeping your followers interested and engaged.

Neglecting Social Media Analytics

Without tracking and analysing the right metrics, you’re shooting in the dark. These platforms provide valuable insights into post performance, audience behaviour, and engagement statistics. Use this data to tailor your content, post timing, and strategy adjustments. Understanding what works and what doesn’t is fundamental to social media success.

Inconsistent Posting

An erratic posting schedule can confuse and disengage your audience. Consistency helps in building a loyal following. Utilising scheduling tools can help maintain a regular posting rhythm and keep your audience engaged over time.