The fact is, many businesses have a social media presence that is actually hurting their brand. In most cases the business doesn’t even realize it. Below are key factors that cause social media to hurt your brand, reduce sales and leave you losing.
Sadly, this is the most common situation we come across when working with small or midsize businesses. They jump on a social network because they heard or read they needed too. They never did the research to figure out what was involved in using the network and after in some cases just days of setting up the account they abandoned their efforts.
Because these profiles are public, customers that are researching these brands are likely to come across the ghost profile, notice that there are no recent updates and see that the page hasn’t been touched, in some cases for years. They then make the assumption the business has closed. They don’t do any additional research on the brand, they simply move on to your competitors.
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In many cases we see businesses that are trying to cut corners and save a little bit of time. They think they are able to do this by connecting their accounts and cross posting from Facebook to Twitter or Twitter to Facebook.
At first, you may grab the attention of the customer, they see recent updates and start following your brand. However, very quickly they notice there is no personality in your updates and nothing that engages them. They either stop noticing your brand or even unFollow it completely. Without quality updates, they soon forget who you are and when they make a purchase they do so with the brand that was constantly sharing unique updates that grabbed their attention on that specific network.
If I land on your social profile from your website it should be clear that it’s the same company, unfortunately we find that many businesses have a completely different brand and messaging on their social profiles than they do on their main website or printing marketing.
When customers see multiple messaging and branding from your business it’s difficult for them to make a relationship and connection. If they are able to build this trust with your brand it will take much longer as they are having to sort out all of the different messaging being shared with them. Businesses that have a consistent message and brand will attract more loyal customers and increase sales.
Social media is like no other form of marketing, it gives brands direct access to engage with their customers and potential customers. Sadly, many businesses use social media like any other form of marketing, to share direct sales pitches or self-promotion. This creates a very one sided relationship that does not encourage engagement with users.
When your customers come across your social platforms and see status update after status update that is sales pitch, they are likely to skip your profile and continue on until they find the brand that is building conversations around their products. Worse yet, most of these businesses rarely if ever respond to customer comments. When new customers see unanswered comments it gives a message that the brand does not care about what their customers have to say.
Social media public, how you manage, respond and build your profiles will provide a clear message to your new customers. Be sure you’re spending the time to share the right messaging to not only attract these new customers but also encourage them to engage with your brand and spend their hard earned money with your business.
If you aren’t sure if you’re social media channels are supporting your business, we can help. Order your Online Presence Report today and see what message your online channels are telling your customers.