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As in any other area of ​​a brand's or company's business, the key to a successful social media presence lies in managing it based on a strategy . It's pointless to simply be there for the sake of it, and certainly not to have a "foe" in charge of this marketing tool. In fact, in most cases, this lack of strategy is counterproductive.

Corporate social media profiles should always be staffed by professionals who keep them up-to-date with the latest developments in the shopping center, provide a content strategy that doesn't chinese overseas australia data bore users, know how to connect with their target audience, and, of course, provide fast and effective customer service.

The list of the most common bad practices on shopping center social media is topped by the poor choice of content published on corporate profiles. It's very common to see shopping centers share promotional content about their stores without control , generating a high level of rejection among their followers, which translates into very poor engagement rates . Above all, social media is an environment where users seek entertainment and fun , so shopping center posts must be geared toward meeting this demand by offering varied and engaging content.

Second on the list of "things you shouldn't do on social media" is poor customer service management . Company pages so frequently fail to respond to user comments that users may be surprised when they receive a reply. Social media profiles are created to serve users, not to accumulate comments and messages without answers until the end of time.