Is your social media strategy not as successful as you projected? Probably you haven’t planned the whole thing well. Just having a presence on diverse social media platforms such as Facebook, Twitter and Google+ doesn’t assure that your company will earn fresh leads and new clients. According to the latest studies by Manta - 60% of small businesses have not yet experienced a noteworthy ROI from their social media campaign.
Even Social Media Expert Ted Rubin says – Improper company plans are the basic problem that is the cause of the whole problem. You can’t just create profiles and linger for fresh leads to come rushing in. You must invest your time and energy smartly, and build a social media strategy that is fail-proof. Do not use social media as a megaphone; it’s a platform that enables two-way conversations between brands and their prospects as well as customers.
If you are uncertain whether your efforts will bring victory or failure, there are several social media strategies to curate insights on the deadly mistakes you make and to fix them right.
Check out these important points; if you don't you could ruin your whole Social Media Strategy
You don’t have objectives;
What is your company aiming to achieve with a social media strategy? How swiftly are you making efforts to grow your networks, and what are your sales plans for the coming quarter? If you are not clear where you are leading towards, there’s a 100% possibility that your social media strategy will never touch its potential.
Solution: Map out your goals for your outreach, which are clear, calculable, achievable, realistic and well-timed. It is recommended by Cohen that making your targets as granular as possible may generate 10 new leads in 3 months bringing increased potential sales.
You are not making use of analytics;
If you are not tracking your social media metrics then you are working blindly on assumptions and not on data. In the best case, your social media campaign could be inactive. In the worst case, you could be using expensive resources and time that is useless by engaging in procedures that are not driving positive outcomes.
Solution: Just keep in mind that you don’t have to transform yourself into an analyst overnight, but you should choose some of the metrics to track and evaluate regularly. Depending on your goals and the platforms you are endorsing, they could comprise the following:
- Increase number of followers
- Improvement in engagement such as +1s, Shares, ReTweets, Comments, and Likes
- Boost in website traffic via social referrals
Gaging engagement and follower increase yourself can be complicated, which is why it is suggested to make use of a social analytics tool for metrics. One of the important tools is Sprout Social which is easy to use, inexpensive, and proffers visually-appealing customized reports.
You are not being in touch;
The rationale behind Facebook, Twitter or any other platforms is to be social. If your social media strategy doesn’t consist of dedicated time for engagement, you could be losing out on great opportunities to nurture leads, connect with prospects, and carry out customer service.
Many studies have revealed that 42% of social media users wait for a response to customer service queries from companies in no more than 1 hour.
Not paying heed to questions and complaints won’t get rid of the problem. Delayed response times can tarnish the perception of your company, and kindle frustration in your customers.
Solution: It’s a regrettable fact that Facebook never takes a rest day. Your brand’s social media strategy must contain a specific plan for checking comments, tweets, and posts during the dusk and weekend hours, as well as emergencies for when your dedicated social media staff is on a vacation. If your customer base is global, it could be beneficial to arrange monitoring resources round-the-clock.
You are not integrating with your full marketing strategy;
Is your social media strategy including collaboration with your sales, product development, and content marketing team? Not effectively communicating within your organization can make your company miss the boat on promoting content, sales-related communications, and essential branding efforts. When you are creating a thorough inbound marketing strategy, which is no small act, an effective communication between the marketers can support your company in developing a more consistent online voice.
Solution: Making use of shared cloud drive resources or project management software can create a culture of full transparency amongst marketing staff, to greatly promote blogs, sales initiatives, eBooks, and specials. In addition, spending time in a content style guide can help your social media strategy to reveal your company’s branding better.
You’re not relevant;
Social media is a real-time tool for publishing. You are undoubtedly not doing your company’s followers or image any good deeds if you are publishing very old memes or weeks-old hearsay links. Too often, companies do not invest in constant educating and exposure to trending topics and content and settle for publishing middling content that is just not opportune or appropriate, causing engagement rates to drop.
Solution: Each and every social media manager's true friend should be the latest news alerts, which instantly inform you of both big news events and industry activities, so you can make the most of with tailored posts. In the event of major misfortune, be sure to curtain off any scheduled posts or react in a suitably sensitive way.
You are not posting enough;
If there is one way to ensure the failure of social media, it would be omitting to posting on a daily basis. However, according to one of the researches by Constant Contact, only one out of four small businesses publishes regularly on Facebook:
Not posting enough on social media channels can lead your brand to lose your footing your prospect’s mind, causing your company to lose out on sales, or miss leads to your rivals.
Solution: You must publish posts on your Facebook page no less than twice daily, and try to Tweet no less than four times around the clock, with the intention of maximizing your company’s chances for publicity. If you are striving hard to come up with enough content to publish, invest a great deal of amount in a content curation strategy.
You are not using visual content;
Depending only on text and link-based posts can look like an easy way to cut back on the time linked with managing social media. However, this method is as good as social media strategy's suicide. Pinterest, Google+, Facebook, and LinkedIn are all visually-ruled platforms, and lacking to provide videos, images, and infographics can cause your posts to be unnoticed totally. Dan Zarrella of HubSpot has identified that visual content on Facebook can bring about a 65% increase in engagement for brands.
Solution: Make time to upload images separately with your content links to augment the amount of space your posts take up in demanding Facebook and Google+ feeds. To include an additional element of interest to your images in some minutes, use the text overlay app available.
You are not SEO-optimizing;
Many times social media managers have no idea about the keywords their content marketing team is optimizing and they fail to make the most of social’s covert SEO potential. The majority of the search engines crawl and index each and every social media post that are published on daily basis. And these social posts are shown on search engine results pages (SERPs) next to website pages. Although some changes in the algorithms of major search engines have distorted the lines between social media strategy and SEO as separate practices. This is leading to no search optimization of your posts which can cause you to miss out on a few major prospects.
Solution: Make a shared content calendar with your on-staff SEO specialists or content marketing team which counts keywords your company is endeavouring to optimize around. Take in these terms in your social media posts, and social tags wherever suitable. Cohen moreover recommends adding text posts to enrich your visual content and set an extra SEO punch.
The final say;
There are several reasons your social media strategies could be deteriorating and these are only a few points to implement. Remember that not all platforms are the same just as not every company is the same. Plan a social strategy that is flexible and practical, follow these simple rules and you should be able to prevent from your digital campaign weakening badly.