If you think the social media for your business is something fun you 'do' while sitting on the couch on a Friday night, popcorn in hand, or when you have the spare time to get around it, you are killing your business slowly, painfully and very publicly. Social media marketing has proved to be extremely powerful; influencers have built entire empires based solely on building a fan base and marketing creatively to them. And for that reason, most businesses have a social media presence in some way. However, it isn't good enough to set up an account and run. In fact, having bad, unconsidered, neglected social media is doing more harm to your business than if you didn't have it all. Here's why! 1. You aren't even on there While you may have set up a Facebook page three years ago, setting up a profile and leaving it unattended for days, months or years on end is counterproductive. The information you provide about your business, on your profile, for example, can quickly become outdated. The hours your business operates, your staff and your website link can all change. Customers rely on your social media for information about you, and if it isn't accurate on Facebook or Instagram, you are annoying your customer and setting up disappointment before they have even engaged with you. 2. You don't post, ever Do you know the simple rules of posting when it comes to each platform? To be successful on Instagram, initially, most professionals recommend one to three posts per day. Not to mention how many stories to keep your audience engaged that need to be documented, edited and posted. And that is just Instagram. Simply put, if you don't have the time to commit to social media, don't start an account at all. 3. You aren't social, you are just preachy If all you do is post about your product or use boring, stock images of your product, you will lose your customer. While we all like to see the pretty packaging every once in a while, consumers are more likely to engage with customer stories and reviews, or smiling faces and people that are familiar to them. Remember that your customer didn't set up an Instagram account to be sold to, they want to connect with people. If you focus on the human experience online, sales will come your way. 4. You don't listen to your customers Social media and customer feedback are a match made in heaven. More and more people are flocking to social media to give their raw, honest feedback that a customer service centre might never have received in the past. However, you are shooting yourself in the foot if you don't listen to what your customers are saying online, or if you aren't acknowledging their concerns, nor including their feedback into your future decisions. Bad reviews can sink a brand fast, so don't act like a cold, faceless company online. 5. You think social media marketing doesn't bring your business anything Are you in the trap of thinking that your social media marketing isn't bringing you any business? Well, it's time to get out of 2005 and start analysing the impact your Instagram posts or your Facebook videos are actually bringing you. Invest in quality data analytics, especially link tracking surrounding online sales coming directly from your bio or post links. Furthermore, spend the time understanding how your customer found you, whether it's in person, through surveys or at the time of purchase. Once you have this information, you'll be surprised to learn how many people actually found you through social media!