Why Your Social Media Strategy Is Missing The Mark And How You Can Fix It.

by Solomofy Technology Pvt Ltd Affordable Social Media Marketing Agency

Someone rightly said, “Social used to be something you did as an add-on. Things have changed massively.” Social media is one of the most influential tools in your marketing arsenal. Implemented wisely, it can create a strong personal connection with your prospective customers. However, marketers often plunge into the pool of social media without knowing the depth of the water. At best, it can revolutionize a brand’s image and at worst, it can lead to a PR disaster.

To benefit from social media, a clear strategy needs to be built taking into account factors like what the brand is trying to achieve, who its customers are and what its competition is doing. Here’s a heads up as to what a brand’s social media strategy must be doing:

Understanding your goals
Creating measurable objectives- focusing on the S.M.A.R.T. (Specific, Measurable, Attainable, Relevant and Time-based) strategy.
Understanding and characterizing your audience
Observing your competitors
Choosing the right social media landscape for you
Building a content plan

If a brand’s social media marketing strategy is not helping it be an active player in the social media game, a strong scrutinization needs to be done on the brand’s part. Here’s why a brand’s social media strategy might not be giving it the desired results (and how the brand can fix it):

1. Chasing followers as they are the most important metric:-

This misconception should’ve died years ago but it’s unfortunately still circulating. It’s true that a brand’s follower counts are a strong measure of how many people have directly expressed an interest in the brand. It also represents the brand’s direct reach whenever it makes a post. However, the quality of the followers matter far more than the quantity.

Instead, engagement rates and traffic are far better measures which should be taken into account. They help one gain insight into what type of audience one is dealing with and make better future objectives.

2. Using the wrong social media channels:-

How does one recognize whether it’s using the wrong channels? Start paying attention and look at the numbers. The ROI will tell you everything. Even after making the necessary changes in the strategy involving lots of effort, time, and money into a social channel, it’s still not driving the engagement or traffic it should, then there’s a good chance it’s the wrong channel. It’s time to interact with the right audience where response is quick and justified.

Experiment with various social media marketing channels, and keep measuring your results. Wherever the brands’ numbers show the ineffectiveness of a channel, move on to the next one until the brand find the best.

3. Inconsistency- not committing fully

We are talking about inconsistency in checking numbers and figures, or updating your posts infrequently or irregular communication with the audience. It’s all about discipline and a timely manner to make things work for the brand.

Talking about inconsistent branding, all the brands’ social media pages should be streamlined to some extent since they represent its business. Choosing a common colour scheme and logo is very crucial. This will help build confidence in the brand, making its pages easily recognizable. Without regular posts, followers will soon fizzle out and become unresponsive. Make social media management a part of your everyday routine with just 10-20 minutes.

4. Sometimes, less is more

After garnering good followers, the brand offers the fans and followers regular content, giving them the latest updates. However, informing too much about the brand might lead to information overload for the audience. They might regard such overload as a mood-kill, thus affecting the brand’s business.

Inform followers but don't intimidate them. On Facebook, one can post 1-5 times a day at intervals. Twitter followers are more tolerant of frequent posts, with 15 tweets identified as the daily limit. Create that perfect balance between how many numbers of posts must be shares depending upon the user interaction.

5. Not showing the creative side- Text-only posts

Did you know an image instantly ups the chances of engagement? Adding an image most suited with the text helps in building stronger relationships with the existing followers while attracting new ones. Visually creative posts with rich content, pictures, videos, graphics, info-graphics etc is bound to maximize your customer base. This one social media trait must be followed religiously.

So whether it’s a small business, a big business or a freelancer, steer clear of the above mentioned snares and use these easy fixes to repair a broken down social media campaign and be the ultimate player of the social media world.