9 common mistakes on social media
Many companies make a number of mistakes when it comes to social media. These mistakes lead to superficial relationships and damage their image. Below, we highlight nine common mistakes made on social media:
Forgetting social in social media
The biggest misconception we regularly encounter at Reward is hidden in the name itself: social media. Although the word 'social' is prominent, many companies forget this essential aspect. They use their channels as a one-way street, when it's actually about the interaction and conversations you have with your audience.
Many companies focus exclusively on reach and follower numbers. They post content and hope it catches on, but then forget to actually engage with their followers. In doing so, they miss the essence of what makes social media so powerful: the ability to communicate directly with your target audience.
The follow-unfollow tactic
A specific strategy that some companies employ is the so-called "follow-unfollow" tactic. They follow accounts in the hope that these will follow back, only to unfollow the account again as soon as this happens. This artificial way of gathering followers not only damages your reputation, but also yields few valuable connections.
At Reward, we take a completely different approach. We follow accounts that we are genuinely interested in, such as those of our customers, and build real relationships with them. This authentic interaction on social media is rewarded, both by the algorithm and by your target audience.
Focusing solely on follower counts
A common mistake is obsessing over follower counts. Of course, a growing number of followers is nice, but it's not the most important metric for success. A small, engaged community can be much more valuable than thousands of passive followers.
At Reward, we see time and time again that engagement is more important than pure numbers. A practical example: one of our clients had a brand-new Instagram account with only 35 followers. Yet a strategically crafted video reached nearly 8,000 people, while a second video generated 12,000 views with still fewer than 50 followers. This shows that follower numbers are not the be-all and end-all for your online visibility and impact.
Insufficient understanding of the algorithm
Many companies post content online without understanding how the algorithm works. They feel at the mercy of social media platforms, even though there are ways to understand and influence the algorithm.
At Reward, we see the algorithm as a kind of points system. If you tick all the boxes—relevant content, good timing, the right hashtags, active interaction—your reach will automatically increase. By working strategically and learning from the results, you can make the algorithm work for you instead of against you. Discover how to make smart use of data and combine search behavior with social media for greater reach.
Inconsistency in entries
Another common mistake is a lack of consistency. Many companies start out enthusiastically with social media, posting actively for a few weeks, and then letting it slide again. This inconsistency damages your visibility and credibility.
Consistency is essential for an effective social media strategy. We advise our clients to post on Instagram (and therefore also on Facebook) at least twice a week. It is also important to share at least one video per week, as all platforms are increasingly prioritizing video content.
Ignoring video content
In recent years, all major social media platforms have increasingly focused on video. Yet many companies continue to stick to photos and text alone. In doing so, they are missing out on a huge opportunity to increase their reach.
Whether it's Instagram Reels, TikTok, or YouTube Shorts, video content is no longer optional but essential for a successful social media strategy. Companies that ignore this shift will find it increasingly difficult to remain visible.
Wrong platform choice
Not every social media platform is suitable for every company. Yet we often see companies trying to be everywhere, spreading their efforts too thinly and failing to really excel anywhere.
For most companies, it is wise to have a presence on Instagram and LinkedIn at the very least. Depending on your industry and target audience, you can add other platforms. Are you in the home furnishings industry? Then Pinterest is essential. Do you focus on B2C? Then TikTok would be a logical choice. For B2B communication, LinkedIn is often the most effective. Not sure which platforms are right for your brand? Read: Which social platforms should your brand be on?
Not freeing up any budget
Although organic reach is certainly possible with the right strategy, many companies make the mistake of not allocating any budget to social media at all. They expect miracles without investment, while a modest budget can make the difference between mediocre and excellent results.
The investment does not always have to be in advertising. It can also involve professional content creation, planning and analysis tools, or hiring expertise. At Reward, we help customers invest wisely in their social media, so that every dollar yields the best possible return.
Isolating social media from other marketing
A final common mistake is treating social media as a completely isolated channel. In reality, social media works best as part of an integrated marketing strategy.
We see that social media has a reinforcing effect on other channels for our customers. For example, when you also run ads on Meta (Facebook and Instagram), you see the effect of a good organic account reflected in the performance of those ads. It's not always perfectly measurable, but the synergy is undeniable.
Social media is all about building relationships.
The most important lesson we want to impart: social media is essentially about building relationships. It is not just a broadcasting channel, but a platform for genuine conversations with your target audience. By focusing on authentic interaction rather than superficial metrics such as follower counts, you lay the foundation for sustainable growth.
Would you like to know how your company can use social media more effectively? Or would you prefer to leave these concerns entirely to the experts? Contact Reward. We would be happy to work with you to transform social media from a necessary evil into a valuable part of your marketing mix. Read more about why social media is an indispensable part of your marketing mix.
