Facebook, Instagram, Snapchat, Twitter, Pinterest—we're in the age of social media. So how about harnessing that power and influence to reach new customers? "Social media is where people spend so much time now," says Janelle Warren Konowal, who relies heavily on social-media channels to promote her Nova Scotia–based school, Element Dance Studio. But changing trends and algorithms can make it harder than ever to reach your target audience. If your social-media marketing isn't returning the results you'd like, you may be making some of these common mistakes.
Mistake #6: Settling for low audience engagement.Giphy
Savvy owners try to maximize likes, comments and shares for every post they create. Warren Konowal has increased her engagement by an estimated 10 percent by running contests on Facebook and Instagram. "It's great, because it encourages sharing," she says. "We live in Nova Scotia, so inevitably we'll have a snow day. I'll run a contest for my students to send me a picture of themselves doing a dance pose in the snow. Then I post the photos to Facebook or Instagram, and the one with the most likes after a week wins a small prize." Anytime people can win something (or see their child win) increases engagement, Krejny says. Another technique she suggests is asking followers to simply respond to a question—"Nutcracker music before December?"—with a sad or happy emoji. Or include a question in a photo caption, or do a poll in Instagram Stories.