The Dangers of Social Media: How Android App Marketers Can Avoid the Pitfalls of Social Networks?

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The global market for Android applications is becoming increasingly competitive. Marketing an android app in this environment can be really very difficult; ensuring it stands out from the crowd will demand a lot of effort and out of the box thinking.
But help comes in the form of social media.
Marketing correctly (this is really important) on social channels can make a big difference. According to AppsFlyer’s Mobile Advertising Measurement report, social media is one of the best avenues to market an app. In this study, analysts observed that using social channels improved three critical metrics for app marketing campaigns: user quality, conversion rates, and volume.
However, simply having an active presence on social channels doesn’t guarantee success. Android app makers need to ensure they don’t fall prey to the numerous social media traps that lie in wait to trip an app’s popularity; this will not only boost download stats but also retain users who are already using the app.
So, here we list down 7 effective ways in which Android app marketers can avoid critical pitfalls of social networks:

1. Setting Right Strategies

The very first step for making sure you don’t make any social marketing mistakes is effective goal setting, right from the start. Not having a full proof, clearly spelt out social marketing strategy can backfire and bring negative results for your otherwise beautifully crafted Android app.

After thorough research, determine the networks you are planning to hop on. Set different strategies for different social networks as each social platform has its own audience, custom and language. If the Android app marketer blasts the same message across all platforms, it comes across as fake and spam-like.

Viber, an instant messaging and VoIP app for Android users represents one of the best examples of developing the right social strategies. It applies the 80/20 rule to its social marketing by ensuring only 20% of posts promote the app and remaining 80% are dedicated to content that interests its target audience.

2. Promoting Android App by Listening and Engaging

There are truckloads of apps hitting the Google Play store every day; each one of them is fighting to grab user’s attention on social channels.

So simply posting updates on your Facebook timeline or Twitter feed will do you no good. You need to engage with your social followers by encouraging discussions, asking questions, listening and replying to their comments and tweets, and do everything possible to connect with them at a personal level.

A conscious effort to interact with your target users will ensure your app is able to make an impression on them.

It’s important that the app’s intended users believe they are being valued; this triggers a positive feeling towards your app and your brand in general; what you are essentially trying to do here is converting your audience into app users and these users into brand loyalists and these brand loyalists into app advocates.

Social marketers of ‘Words with Friends’, a digital scrabble Android app lays enormous emphasis on creating relationships with their fans and followers by engaging with them on a regular basis.

3. Addressing Negative Comments Quickly

As discussed in the previous point, Android marketers must respond to social followers’ tweets and comments irrespective of the tone.

You can’t be getting positive reviews all the time. Sometimes, you may receive negative feedback about your app. In such situations, usually the first reaction is to either simply ignore such comments or simply delete them.

Do ‘not’ do this!

Social media is a public platform. Every step you take is being watched by your fans and followers. This medium has given consumers the power to make or break a brand. Deleting negative comments can make your followers question the credibility of your Android app; instead respond to such negative comments quickly and accept the feedback graciously.

4. Characteristics of a Successful # Campaign for Your Android App

Leveraging the power of the hashtag is one of the best social tactics, which when used correctly can bring in thousands of users for your Android app. However, over the years, we have seen multiple examples of hashtag campaigns of successful brands that failed for one reason or the other.

To make sure the hashtag campaign for your Android app is not a flop, keep the following points in mind:

• Choose a unique actionable hashtag.
• Build anticipation.
• Let followers know you are listening by responding to their tweets.

Above all, have a plan in case your campaign backfires.

5. Think, Check and Recheck before You Click ‘Tweet’ or ‘Post’ Button

These days, the trend is about live marketing on social channels. This requires quickly responding to a query or feedback of any social media or follower or live tweeting using the current trending hashtag in your tweet.

But this has to be done with ‘ultra-care’; if not done correctly, your single tweet or post has the power to tarnish your brand image and trust that people have developed in your app.

So, think twice before you hit that ‘tweet’ or ‘post’ button!

Ensure your content is not offensive. Furthermore, make it a point to avoid talking about any controversial topics on your Android app’s social media channels.

6. Not Automating Your Social Media Content

Social media must be used by app makers to build relationships with followers and users by having a real conversation with them. However, if you are using automated tools to handle your social accounts, your business is essentially missing the entire point of having a social media presence in the first place.

Many Android app marketers use automated tools that send a ‘Thank You’ when someone tags them in a tweet or starts following them. But this leaves a negative imprint on the followers as they can easily figure out it is not an authentic tweet, resulting in them un-following you.

The best solution to this situation is not to auto-send DM to anyone on Twitter.

7. Measuring KPIs and ROI

If you don’t measure, you can’t improve!

One of the best ways to avoid the pitfalls of social networks is to measure KPIs. This will let you know whether you are going in the right direction or you need to bring some changes to your Android app’s social marketing strategies.

Monitoring tools like Radian6, Beevolve help keep track of your social media efforts. Reviewing and revising your app marketing strategies with such monitoring tools will keep your social media marketing efforts on track and help you avoid mistakes that you otherwise might end up making.

Wrap Up

Do social media right and even your app users’ friends will be encouraged to click and download your Android app!