In my last post, I discussed three best practices that Pandora is using on their Instagram. While I do believe that they are doing a decent job, there is a lot they can improve upon. My two group members, Gia and Danial, also looked into Pandora’s use of social media, however they each did an audit of a different social media platform. I was surprised to see how much more active Pandora was on Twitter and Facebook in comparison to Instagram. Something I noticed in looking over our three audits is that they were consistently making these three mistakes:
1. Engagement
We’ve all had at least one experience in our lives that resulted in calling a company for support and being met with a robotic prompter on the other end of the line. Sometimes it feels like screaming into the void would be just as much help. That’s essentially what it’s like for users when they leave a comment or otherwise try to interact with a brand and ultimately get ignored. In fact, according to Hootsuite’s “14 Best Social Media Practices You Should Follow in 2019,” it is very important to respond to all comments and mentions as quickly as possible or else face the risk of being perceived as lazy and self centered. This is especially true when it comes to responding to negative comments
2. Original content
The article from Hootsuite that I mentioned earlier also advises against posting the exact same content or message across all social media channels.
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