5 Reasons Social Media Fails to Produce;
When it goes Wrong
Social Media isn’t going away. In the US almost 7 in 10 adults are Facebook users, and over 70% of them report logging in daily or multiple times a day. With SO many potential customers to reach on Facebook alone (There are several platforms I could mention, but Facebook is still the biggest) How could it NOT produce results?
- Out of Date Information
- Inconsistent/Irrelevant Content
- Posting to Sell, instead of Posting for Engagement
- No Goals, No Strategy, No Brand Identity
1. Out of Date Information
Things Change. Maybe that’s a product you no longer carry, or menu prices. Maybe it’s a phone number or a store manager. Whatever it is, everything on your Social Media needs to be accurate and up to date. Inaccurate information projects an image, lazy? Incompetent? Deceitful? Even if it couldn’t be further from the truth, they are all impressions that can be left on potential customers simply because your information isn’t updated.
Kind of like outdated information, an unresponsive account, isn’t going to leave a customer with a great impression of your business. Like a customer service # that goes unanswered, or a restaurant server who never takes your order, it’s a great way to frustrate a customer. You should also realize that an interaction like this reaches far beyond that one person. Everyone who comes across the comments on your page will see the lack of response. A business image is created by a customer’s experience with them, and witnessing the lack of response counts as an experience.
3. Inconsistent/Irrelevant Content
Be relevant. Posting funny cat memes to your personal account might be fine with your friends, and you have to engage people on social media, but in order to resonate as a brand, stick with what you know. Trends in your industry, information relevant to your community or useful information for someone researching a product or service you provide.
4. Posting to Sell, Instead of Posting to Interact and Engage
Useful information is not “HEY LOOK WHAT WE HAVE ON SALE!” When people see ads from an unfamiliar business, they block them. You lose a customer before they even know who you are. With a strategy in place, engage and interact so your brand becomes familiar and recognizable. If this is done well, you will end up with customers before they even need your products or services.
5. No Goals, No Strategy, No Brand Identity
Everything listed above ties into these 3 things. You need an identity as a brand, what is your business about and what does it stand for? Define that and become it, in the way you do business, they way you interact, and in the message you present. The long term success of any marketing effort MUST be based on a strategy. Your strategy will encompass every aspect of your efforts. Social Media Efforts that lack strategy almost always fade quickly, owners lose interest, and the crickets show up. There is a link below for some tips on strategy, but it starts with defining your goals. You need to determine what you are trying to accomplish so an effective strategy can be built.
Social media is only a waste of time if it's done wrong.
There is a lot that goes on behind the page to make Social successful, and it’s common for people to approach it without realizing how much is involved. (Facebook, Twitter, Instagram, they are all free right?) If you can’t put forth the effort and time, or you don’t have the skills and tools needed to manage Social Media Successfully, you might be doing more harm than good. If you want to market your business successfully, but can’t take on everything on your own, there are Agencies and Social Media Professionals who can help get you where you want to be. You will be looking at making some kind of investment in your business, but remember that a good Social strategy is focused on long term success. I don’t know about you, but I’ll go after the long term success and avoid the crickets.