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Marketing In Asia > Blog > Marketing > Buzz > Kesalahan Besar Pemasaran Media Sosial
Buzz

Kesalahan Besar Pemasaran Media Sosial

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Last updated: 2019/11/16 at 12:00 AM
Azleen Abdul Rahim
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‘Melepak’ di media sosial bersama-sama rakan-rakan maya anda sebagai diri anda sendiri memang mudah. Tidak perlu mengikut peraturan sangat, melainkan undang-undang negara. Itu sahaja. Tetapi sebagai pemilik perniagaan atau pengurus yang bertanggungjawab mengendalikan media sosial untuk jenama syarikat anda, ini tidak boleh dibuat sambil lewa. Silap haribulan, mungkin anda sendiri akan menghadapi masalah dengan pihak pengurusan dan juga dengan para pelanggan. 

Mengapa?

Pertama, anda akan kena teruk kerana tiada hasil jualan. Kedua, mungkin juga jenama anda kelihatan tidak profesional di mata pelanggan. Dan ketiga, mungkin juga jenama anda kelihatan kaku dan keras serta tidak menarik perhatian orang ramai untuk datang lebih dekat lagi.

Jadi, apakah bentuk kesalahan yang boleh anda elakkan? Dari pemerhatian saya secara peribadi memang terlalu banyak untuk saya senaraikan di sini. Jangan risau, saya senaraikan kesalahan-kesalahan besar dahulu di sini.

Perniagaan anda tidak mempunyai rangkaian media sosial sendiri. Keadaan ini sering berlaku terutamanya pada para peniaga kecil dan sederhana. Mereka mempunyai LinkedIn, Facebook, Twitter, Pinterest dan Instagram mereka sendiri tetapi tidak mempunyai akaun media sosial berasingan untuk syarikat mereka. Ini kesalahan terbesar yang perlu diperbetul dengan segera sekiranya anda mahu jenama anda harum dan dikenali di pasaran. Apabila laman web syarikat pun tidak wujud dan laman media sosial untuk perniagaan pun tidak anda, perjalanan anda untuk mendapatkan kepercayaan orang ramai pasti akan sukar kerana para pengguna tidak mempunyai akses untuk melihat kredibiliti jenama anda. Mereka tidak dapat membuat rujukan untuk membantu mereka membuat keputusan sama ada syarikat anda ini boleh dipercayai ataupun tidak.  

Pemilik perniagaan tidak mempunyai media sosial peribadi. Ada pula yang hanya mempunyai akaun media sosial untuk syarikat tetapi tidak mempunyai akaun media sosial sendiri. Apabila ini terjadi, biasanya proses untuk mendapatkan pelanggan berbayar adalah jauh lebih perlahan berbanding pemilik perniagaan yang mempunyai akaun media sosial peribadi sendiri.

Pekerja yang tidak bangga bekerja di syarikat anda. Anda mempunyai 15 orang pekerja tetapi tidak ada seorang pun betul-betul bangga bekerja di syarikat anda kerana mereka tidak pernah berkongsi, memberikan komen atau sekurang-kurangnya menderma Like mereka di status-status yang dimuatnaik oleh syarikat. Semua interaksi yang ada datangnya dari luar. 

Profil syarikat seolah-olah membaca buku teks. Jangan biarkan orang yang datang dan membaca profil anda ataupun syarikat anda akan menguap. Perkataan dan ayat yang digunakan bukan sahaja membosankan, tetapi mengingatkan mereka kepada buku teks sekolah.

Tidak mempunyai video. Anda sendiri tahu komuniti di media sosial semuanya mempunyai selera yang tidak sabar. Semua perlu cepat. Lihat sahaja bagaimana kelakuan mereka apabila di platform media sosial kegemaran mereka. Tatalan mereka amat cepat, dan mereka cuma berhenti pada status yang benar-benar menarik sahaja. Biasanya yang menarik itu ialah video.

Memuatnaik status yang tidak konsisten. Jangan terlalu pasif di media sosial kerana kredibiliti jenama anda juga akan dilihat sebagai pasif, tidak bermaya dan kuno. Ini mungkin akan mempengaruhi sentimen pembelian kerana tiada siapa yang mahu membeli dari jenama yang kuno.

Status yang lemah gemalai. Kalau tujuh tahun dahulu, status yang lemah gemalai boleh lagi dilihat di Newsfeed tetapi kini jarang kelihatan. Status sebegini biasanya tidak mempunyai Like, jumlah komen dan perkongsian yang tinggi juga akan tenggelam begitu sahaja berdasarkan algoritma yang digunakan oleh platform itu.

Hashtag yang melebih-lebih, jauh lebih panjang dari status yang ditulis. Ini biasanya berlaku di Instagram. Hashtag yang ditulis jauh lebih berjela-jela panjangnya berbanding status yang dimuatnaik. Apabila saya melihat status begini, nampak sangat ia kelihatan agak desperate ataupun terdesak.

Komen dan pertanyaan yang tidak berbalas. Ini satu lagi  kesalahan besar di media sosial. Tidak pernah mahu menjawab komen dan pertanyaan yang datang bertali arus dengan segera. Anda perlu tahu 3 hari di media sosial bersamaan dengan setahun di dunia nyata.

Gambar dari internet. Terlalu banyak status yang dimuatnaik oleh syarikat-syarikat di Malaysia yang sering menggunakan gambar dari internet. Jual produk dari Malaysia tetapi gambar yang ditunjukkan adalah dari benua Eropah ataupun Amerika Syarikat. Memang tidak sesuai. Sudah tiba masanya untuk anda menggunakan gambar-gambar anda sendiri, ini lebih baik dan lebih berimpak tinggi.

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    Azleen Abdul Rahim November 16, 2019 November 16, 2019
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