Social Media Marketing Mistakes Killing Your Business (7 Deadly Errors)
Graham Lockett
May 15, 2025
Social media marketing should drive real business results, yet 68% of New Zealand businesses report their social media efforts feel like a waste of time and money. If your posts get ignored, your follower count stays flat, and your social media feels disconnected from actual sales, you're making critical mistakes that are killing your business growth.
The 7 Deadly Social Media Marketing Errors
1. Posting Without Strategy or Purpose
Common Mistake:
Random posts about company events, motivational quotes, and industry news with no clear business objective.
The Fix:
- Define clear objectives for each post (awareness, engagement, leads, sales)
- Create content pillars aligned with your business goals
- Use the 80/20 rule: 80% value-driven content, 20% promotional
2. Trying to Be on Every Platform
Many businesses spread themselves thin across multiple platforms, delivering mediocre content everywhere instead of excelling where their audience actually spends time.
The Fix:
- Choose 1-2 platforms where your ideal customers spend time
- Master those platforms before expanding
- Focus on quality over quantity
3. Ignoring Your Audience's Problems
Common Mistake:
Too many businesses use social media as a broadcasting channel, talking about themselves instead of addressing their audience's pain points and challenges.
The Fix:
- Research your audience's biggest challenges and frustrations
- Create content that provides solutions to their problems
- Share tips, tutorials, and actionable advice
- Ask questions to encourage engagement and feedback
- Use social listening to understand what your audience discusses
4. Weak or Missing Calls-to-Action
Common Mistake:
Many posts end without telling the audience what to do next, wasting engagement opportunities and failing to drive business results.
The Fix:
- Include clear, specific CTAs in every post
- Use action words: "Download," "Book," "Comment," "Share"
- Make CTAs relevant to the content and audience stage
- Test different CTA styles and track performance
- Create urgency with time-sensitive offers
5. Inconsistent Posting and Engagement
Common Mistake:
Sporadic posting and ignoring comments kills social media momentum. Algorithms favor consistent, engaging accounts.
The Fix:
- Create a consistent posting schedule and stick to it
- Respond to comments within 2-4 hours during business hours
- Use scheduling tools to maintain consistency
- Engage with your audience's content, not just your own
- Set aside dedicated time daily for social media engagement
6. Focusing on Vanity Metrics
Common Mistake:
Many businesses obsess over likes and follower counts while ignoring metrics that actually matter for business growth.
The Fix:
- Track engagement rate over follower count
- Monitor website traffic from social media
- Measure leads and sales generated from social posts
- Focus on reach and impressions for brand awareness
- Calculate social media ROI based on business objectives
7. Not Leveraging User-Generated Content
Common Mistake:
Most businesses create all content from scratch, missing opportunities to showcase customer success stories and testimonials.
The Fix:
- Encourage customers to share photos and reviews
- Create branded hashtags for customer content
- Repost customer success stories (with permission)
- Feature customer testimonials and case studies
- Run contests that generate user content
Social Media Strategy Framework
- Define Goals: Set clear, measurable objectives aligned with business outcomes
- Know Your Audience: Research demographics, interests, and pain points
- Choose Platforms: Focus on 1-2 platforms where your audience is active
- Create Content Pillars: Develop 3-5 content themes that support your goals
- Plan and Schedule: Create consistent posting schedule with quality content
- Engage Actively: Respond to comments and participate in conversations
- Measure and Optimize: Track meaningful metrics and adjust strategy
Platform-Specific Best Practices
Facebook for NZ Businesses
- Post Timing: 1-2 times per day, peak engagement 1-3pm NZ time
- Content Mix: 60% educational, 30% entertaining, 10% promotional
- Video Content: Native videos get 10x more engagement than links
- Local Focus: Use location tags and local hashtags for community engagement
Instagram for Visual Businesses
- Stories: Use daily for behind-the-scenes and time-sensitive content
- Hashtags: Mix of popular (#newzealand) and niche (#aucklandcafe) tags
- Visual Consistency: Maintain consistent brand aesthetic and colors
- User-Generated Content: Repost customer photos with branded hashtags
LinkedIn for B2B Companies
- Professional Content: Industry insights, thought leadership, company updates
- Employee Advocacy: Encourage team members to share company content
- Native Articles: Publish long-form content directly on LinkedIn
- Networking: Actively connect and engage with industry professionals
Content Ideas That Drive Engagement
Educational Content
- How-to tutorials and step-by-step guides
- Industry tips and best practices
- Common mistakes and how to avoid them
- FAQ posts answering customer questions
Behind-the-Scenes Content
- Team introductions and company culture
- Work process videos and time-lapses
- Office tours and workspace setups
- Day-in-the-life content from team members
Social Proof Content
- Customer success stories and case studies
- Before/after transformations
- Customer testimonials and reviews
- Awards, certifications, and achievements
Frequently Asked Questions
How often should I post on social media?
Quality beats quantity. Post 3-5 times per week consistently rather than daily with poor content. Focus on creating valuable content your audience actually wants to see.
Should I use the same content across all platforms?
Adapt content for each platform's unique format and audience. A LinkedIn post should be more professional than an Instagram story, even if covering the same topic.
How do I handle negative comments or reviews?
Respond quickly, professionally, and publicly when possible. Acknowledge the issue, offer to resolve it privately, and show other customers how you handle problems.
What's the best time to post for NZ audiences?
Generally 7-9am and 5-7pm NZST work well, but check your analytics for when your specific audience is most active. Test different times and track engagement.
How long does it take to see results from social media?
Expect 3-6 months of consistent effort to see meaningful results. Building an engaged audience takes time, but the long-term benefits are worth the investment.
Ready to fix your social media marketing? FlowMedia helps New Zealand businesses create social media strategies that actually drive sales.Get your free social media audit today.
Graham Lockett
Digital marketing strategist specializing in social media marketing for New Zealand businesses. Graham has helped over 150 Kiwi businesses transform their social media from time-waster to profit driver.
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