Business : 10 erreurs pour échouer les réseaux sociaux

Évitez ces 10 erreurs, et vous aurez plus de chance de réussir votre business sur les réseaux sociaux. Notez que cette liste non exhaustive, a été établie sur la base de l’expérience des membres de l’équipe digitale de Co.Pilote. C’est parti !

  1. Ne pas avoir un objectif clair (SMART)

Un objectif SMART est un objectif Spécifique, Mesurable, Ambitieux, Réaliste, et Temporel. Cela veut dire tout simplement qu’il doit être clair, précis et compréhensible ; il doit inclure une quantité, une qualité, une fréquence, un coût… qui permettra de mesurer la progression vers son atteinte ; il doit challenger, inspirer, faire rêver ; mais en même temps il doit aussi être réaliste, réalisable pour vous éviter la procrastination. Il doit prendre en compte vos ressources (temps, énergie, argent) et votre contexte (familial, professionnel, financier…) ; il doit contenir une date butoir, pour produire un sentiment d’urgence et encourager à l’action.

Sans un objectif SMART, il est difficile de mesurer vos actions, votre progression, et rester motivé. Un objectif SMART pour les réseaux sociaux peut être par exemple : « Augmenter le nombre de visiteurs mensuel de notre site internet de 15% d’ici 3 mois, en publiant chaque semaine 2 articles de qualité, partagés sur notre page Facebook ».

  1. Privilégier la quantité à la qualité

Cela ne sert à rien d’avoir un nombre élevé de fans ou d’abonnés sur les réseaux sociaux, si ces derniers ne s’intéressent pas et ne réagissent pas à votre contenu ! Dans bien des cas, ce qu’il faut rechercher c’est l’engagement de votre communauté. Pour y arriver, il faut bien cibler les personnes à qui vous vous adresser lors de vos recrutements d’abonnés et adapter votre contenu à ce que recherchent ces derniers, créer le dialogue et interagir avec eux.

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  1. Croire que sur internet, tout est gratuit

Internet est un outil formidable de communication dont l’accès est gratuit pour tous. Il est par exemple possible de faire connaitre son entreprise via les réseaux sociaux sans rien débourser et même recruter quelques clients ! Mais de plus en plus, ces plateformes fixent des limites à cette gratuité pour générer du chiffre d’affaires, afin de faire face à leurs charges. Eh oui, ce sont des entreprises aussi 😉 !

Cela fait qu’aujourd’hui pour dépasser certains niveaux et générer encore plus de visibilité et de ventes, il faut mettre la main à la poche.

De plus, si vous souhaitez faire plus professionnel en ayant un site internet, évitez les plateformes gratuites de blogging. Payez plutôt un hébergement avec un nom de domaine que vous pouvez personnaliser selon le nom de votre entreprise, votre produit ou service. Bien-sûre pour concevoir votre site internet vous aurez besoin de solliciter les services d’un professionnel si vous souhaitez gagner du temps. Sinon vous pouvez suivre les nombreux tutoriels sur Youtube.

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  1. Ne pas définir et avoir un budget régulier de communication

Si vous souhaitez booster vos publications pour qu’elles touchent plus de personnes afin d’accroître la visibilité de votre business et vos ventes, il faudra définir un budget mensuel selon vos ressources financières et votre objectif de communication. Ce budget devra être respecté de façon régulière sur la période définie (au moins 3 mois renouvelables) afin de véritablement sentir les effets de votre communication digitale sur votre activité.

  1. Dormir sur ses lauriers (se contenter de ses acquis)

Quand vous avez réussi à construire une communauté forte, active et engagée sur les réseaux sociaux, ne vous contentez pas de vos acquis. Fixez vous de nouveaux objectifs, cherchez toujours à recruter des abonnés qualifiés, participez aux conversations, donnez des feedbacks… sinon votre communauté risquerait de finir par s’endormir, voire s’éteindre !

  1. Ne pas interagir avec sa communauté

Interagir avec sa communauté, c’est être accessible, à son écoute, développer une relation humaine avec elle… Le faire, c’est vendre plus et surtout, fidéliser.

  1. Faire la sourde oreille aux critiques de ses utilisateurs et négliger les Bad buzz

Il est dangereux pour une entreprise de négliger les critiques de ses utilisateurs sur internet. Comme nous l’avons vu au point précédent, il faut constamment interagir avec sa communauté et c’est aussi valable pour ses clients sur les réseaux sociaux.

Pour ne rien laisser échapper, faites régulièrement la veille dans les groupes de discussion de consommateurs, portez une attention aux notifications de votre page Facebook que vous recevez pour vérifier rapidement les commentaires et quand le nom de votre compte est identifié quelque part sur un réseau social. Vous pouvez aussi utiliser des outils comme Mention ou Alerti.

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  1. Toujours dupliquer le même contenu sur toutes les plateformes (Facebook, LinkedIn, Twitter, Instagram, etc.)

Chaque plateforme sociale a ses règles, ses codes et son objectif. Alors il n’est pas toujours conseillé de publier le même contenu sur toutes les plateformes sociales sans penser à l’adapter avant. Sur Twitter par exemple le nombre de caractères est limité à 280. Il faut en tenir compte si vous souhaiter y relayer votre publication Facebook, il va falloir peut-être la raccourcir en ajoutant des hashtags et en taguant d’autres utilisateurs, ou entreprises susceptibles de s’intéresser à votre contenu. LinkedIn est un réseau social professionnel, il faut prendre cette particularité en compte lors des publications sur cette plateforme sociale qui met en relation des professionnels et non des amis.

  1. Ne pas savoir adapter son business (pivoter) aux tendances et réalités du moment

Internet évolue très vite. Alors, il faut être à l’affut des nouveautés pour rester dans la tendance et ne pas se faire éjecter du jeu par un concurrent plus ouverts aux nouveautés. N’oubliez pas aussi que la majorité des gens se lasse vite. Il faut être enclin à leurs proposer des concepts nouveaux (promotions, design, produits/services…), des techniques de marketing digital ou les méthodes de vente efficaces du moment sur le web.

Et surtout, être à l’écoute des besoins réels de votre communauté ou vos clients afin d’adapter pourquoi pas, votre business model.

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  1. Négliger les statistiques

L’une des forces des réseaux sociaux par rapport aux médias dits traditionnels, est la disponibilité de statistiques détaillées pour les actions menées. Il est important de suivre ces statistiques pour avoir des informations capitales pour votre business comme : qui s’intéresse à votre produit/service ? Qu’est ce qui intéresse le plus vos abonnés ? ou encore, à quelle heure et quels jours publier pour toucher plus de monde ?

C’est la fin de notre liste des 10 erreurs pour échouer son business sur les réseaux sociaux. Si ces quelques conseils vous ont été utiles, nous vous invitons à les partager ci-dessous sur vos réseaux sociaux favoris afin de permettre à d’autres personnes d’en profiter. Aussi, n’oubliez pas de nous laisser un commentaire si vous aviez déjà commis une ou plusieurs de ses erreurs.

Rodrigue SK


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