The world of social media can be a crazy and confusing place. From algorithm changes to new channels popping up, it can be a challenge just to keep up. If you’re wondering why your social media strategy isn’t working, or you’re not quite seeing the engagement you had hoped, you might need to dig a little deeper to understand what you can do to design a top-notch social media program.
Here are seven reasons why your social media strategy might not be working, with insight into how to fix each issue.
Reasons why your social media strategy isn’t working
1. You’re not consistent.
Like a diet or exercise program, it’s not going to work if you’re not consistent. Posting once a month, or any time that you can isn’t going to get you very far. Put yourself in your customer’s shoes. If you have one post on your Facebook page from four months ago, that’s not going to make anyone feel like there’s much going on with your brand, and they’re less likely to engage.
The more relevant content you post regularly, the more your followers are likely to see it and engage. I always recommend posting at least 5 – 7 days a week and 1 – 2 times a day. This sounds like a lot, but regularly planning out a monthly content calendar and scheduling posts in a tool like Hootsuite can streamline the process.
2. You constantly try to “sell” to your audience.
We have a little story we like to share here at Thrive with our clients. If you go on a first date with someone, and they immediately say, “Let’s get married, here’s your ring,’ you’re going to be off-put. You’re not going to marry someone you haven’t gotten to know.
Therefore, a customer isn’t going to buy a product or service without getting to know your brand. Consider for every piece of promotional content you share, share 2-3 pieces of non-promotional content. Tell the story of your brand, find news from your industry, or feature a customer testimonial.
3. You don’t know your audience.
If you don’t know who your audience is, you can start by looking at your social media channel’s analytics. Today, most channels offer some sort of demographics that will sort out who is following you. I’ve seen brands that use language that doesn’t match their industry.
If you are a doctor’s office, you likely don’t want to be using slang and sharing photos of office staff goofing off, or if you’re a trendy eatery, you wouldn’t use boring descriptions of your food and share photos of an empty restaurant. Share content that is interesting and relevant to your audience to engage them.
4. You don’t engage with your audience.
Too many times I see social media channels for brands with plenty of good content, only to see that comments and posts to the page are ignored. Good or bad, these comments need a response. Taking the time to respond means you care about your customers and their needs.
You don’t have to spend all day crafting long-winded responses. A simple “Thank you,” or “We’re sorry for your experience,” can go a long way to make a customer feel acknowledged. It also shows others who visit your social media channel that you are engaged and listening to your customers and you take their needs seriously.
5. You’re on every social media network in existence.
Every channel is not a good strategy. Just because you want to reach everyone on their preferred social media channel doesn’t mean you should. For example, if you’re a hip and trendy clothing boutique, you may spend most of your time on Instagram because there’s a large number of young women using the channel.
We know your time is limited, and therefore, the best way to utilize that time is to be only on the channels where your audience is.
6. You don’t promote your social media offline.
A Facebook page isn’t a field of dreams. Just because you build it, doesn’t mean the fans will come. As much as we want Facebook to go back to its old ways of free marketing, those days are long gone. You have to pay to play or get creative.
Post social media icons in your physical business, or create incentives for people to follow you on your channels. Putting the social media icons on newsletters or on table tents in waiting rooms give people an opportunity to know where you are and how to reach out to you.
7. You have no strategy.
Going on social media because you should isn’t going to cut it anymore. Putting together the previous six tips can be tricky and aren’t for the faint of heart. We realize that you’re busy and have a business to run.
However, with a few social media tools, a content calendar, and some research, for a few minutes a week can set your social media strategy in the right direction.
Of course, if you’re saying to yourself, “Number 7 is me!”, our social media team has put together hundreds of social media strategies that have catapulted brands to social success. Let us show you how we can maximize your results.