Many digital immigrants think they are acting positively online if they avoid sending outright spam. But there are other online communications traps that can be just as costly. Here are three of the more common ones:
1) Failure to engage on social media platforms: Many people blithely post articles on Twitter, Facebook and LinkedIn, focusing mainly on the number of connections, followers and friends they have amassed. But the strength of your social media accounts are based more on the number of interactions you have with other users than the sheer size of your following. Social media signals such as likes, plus-ones and @replies give a telling reply to the ways you have engaged with these accounts and should be maximized whenever possible.
2) Failure to use online capabilities in copywriting for the web: You can’t just transfer what you write offline to your blog, website or other format. Instead, you must link your copy to authoritative sources providing additional background and provide visual relief to avoid creating a long string of writing no one will read. Paradoxically, the more you link to other experts, the more of an expert you are perceived to be yourself.
3) Failure to apply inbound marketing: There are scores of people looking for you on the web, and you have to make it easier for them to find you. Inbound marketing positions your website to appear in search engine results pages for your targeted audience. You do not need to explicitly push out any material to specifically bring them there.
These three areas account for a large number of amateur errors in using the web. Try to avoid them!