Happy Friday the 13th, Mettlers! In addition to avoiding walking under ladders, crossing black cats and breaking mirrors, you should also take these wise words of Stevie Wonder to heart:

Very superstitious, writings on the wall,
Very superstitious, ladders ‘bout to fall,
Thirteen month old baby, broke the lookin’ glass,
Seven years of bad luck, the good things in your past
When you believe in things that you don’t understand, then you suffer,
Superstition ain’t the way

Here are a few social media superstitions that we (and Stevie Wonder) want you to know “just ain’t the way.”

Superstition Number One: “We need as many followers as possible.”

Why it ain’t the way: Having tons of followers is great. It means a lot of people are seeing your posts and interacting with your company, right? While this is true for some companies, in most cases, it’s not. Did you know that only a fraction of your followers actually see what you post? This could mean that your key followers aren’t even seeing your posts; therefore, they can’t engage with your posts. Focus on growing meaningful followers who will pay attention to the content you create.

The way: Quality over quantity.

Superstition Number Two: “Posting on social media is enough.”

Why it ain’t the way: Social media is about more than just posting. To generate a meaningful following, think about the brand you are promoting and the reputation you want your company to have. Respond to the customers who leave a review on your Facebook page, whether positive or negative, reach out to a similar business on Twitter and comment on your followers’ posts. Take the time to show your followers that you care!

The way: Engage and interact.

Superstition Number Three: “We should be on every social media network.”

Why it ain’t the way: Too many networks become too overwhelming too fast. While it’s important to acquire the business’s social media handles across all networks, it doesn’t necessarily mean the organization should create content strategy and engage with followers right away. Learn who your target audience is, how you can best reach them and find out which network will be the best use of time for your business.

The way: Choose efficiently.

Superstition Number Four: “We should only post about our brand and our products.”

Why it ain’t the way: Your followers already know you love your brand, and they’ll visit your website if they want to look at your products. Your brand and products should only be 20 percent of what you post and most of that should be specials, sales, new products and announcements. Generate content that will interest your followers! Keep up with current trends, news stories and wacky holidays while also posting funny photos that your followers will want to share.

The way: Follow the 80/20 rule.

Superstition Number Five: “Social media is just for promoting our products.”

Why it ain’t the way: A million ways to promote your product are available to you: your website, email blasts, billboards and commercials. Your social media should be for developing and maintaining relationships with your customers. Build brand loyalty, give your company a face and a personality and share knowledge with others in your industry. This is your chance to make a reputation for your business!

The way: It’s all about the relationship.

When you believe in things you don’t understand,
Then you suffer,
Superstition ain’t the way

Don’t suffer from these superstitions because superstition ain’t the way.