There a few reasons why we see business after business fail when it comes to social media. Lets look at the most common reasons and how you can ensure that you’re business doesn’t fall victim.
Problem: Getting involved in too many networks. In many cases businesses get told over and over that they need to be on Facebook, Twitter, LinkedIn, YouTube, Flickr, Google+ and the list goes on and on and on. Unfortunately, many fall into this trap and jump on every network. Because they don’t understand each individual network and what goes into creating a strategy that works for that network, they abandoned social media and claim it doesn’t work.
Solution: Instead of jumping on a network just because you were told you needed to, research each network and find out which ones your target market is using the most. Once you know which networks are going to be best for your specific business, educate yourself on how to get the most out of that specific network. Once you’ve researched the network and educated yourself how to use them for your business, get involved in the network(s). Don’t just get on a network simply because someone that has never used the network for business tells you to.
Problem: Not Consistently Using the Network(s). This problem is very common when businesses make the above mentioned mistake, however we also see it when a business is only on one network as well. Social media is NOT like a website that can be updated only every so often. Every network, regardless of if you’re using Facebook, Twitter, Google+ or LinkedIn requires DAILY action in order to see results.
Solution: Before you get involved with any network understand what it takes to grow your audience, how often you should be posting daily and everything involved in managing your presence. Once you understand this you will be able to better develop a social media strategy that makes sense for your schedule and fits within the network. If you do not have time to manage your profiles, hire a social media professional to do it. After all, being inactive on a network is more harmful than not being on it at all.
“Being inactive on a network is more harmful than not being on it at all.” <Tweet this stat!!>
Problem: Over Selling. It is true that social media can help you attract new customers and build your business. However, all to often we see businesses jump on a network, build their audience and then share sales pitch after sales pitch. This causes engagement to drop to nearly nothing which then the brand sees no results from their efforts.
Solution: Make sure that your status updates are not strictly selling your products or services. A general rule of thumb is that you should share 4 educational, informational or entertaining type updates to every 1 sales pitch shared on your networks. By sharing updates that encourage your audience to engage with you, you are able to build true relationships that not only creates new sales, but loyal customers. Social media is called “SOCIAL” media for a reason, don’t forget to make your profiles social by engaging with your customers in other ways than sale pitches.
Problem: Your Content is Boring. If you’re making the above mentioned mistake and only sharing sale pitches chances are you also fall into this category. However, just because you’re not sharing sales pitches, doesn’t mean your content is boring. Boring content does not encourage engagement or build relationships.
Solution: Understand why users are spending their time on the specific network you’re building a presence on. Often times they are passing free time and engaging with friends and family. Share content that will not only grab their attention but get them involved. Images can be a great tool to grab attention and get their initial interest. Don’t be afraid to play off emotions, happiness, sadness and love are all common emotions just about everyone can connect with. Spend the time to generate each status update to ensure your audience will find it interesting enough to take action and engage with your brand.
These are just a small handful of common reasons why businesses don’t see results with their social media efforts. If you know that you could or should be seeing better results but can’t figure out why you keep falling short. Contact us for an in depth Online Presence Report and 1-Hour Consultation. You cannot start to fix your problems without first understanding them.