According to Nielsen, 70 percent of active adult social networkers shop online, which is 12 percent more likely than the average adult Internet user. With millions of users online, brands continually flock to social media networks to garner consumers yet have been discouraged by the lack of results and questioning the validity of social media marketing. Rather than become disillusioned with social media, because there’s no denying the millions of people buying and conversing online, the question remains: What is the best way to reach them?
BlackEnterprise.com has outlined five reasons your brand’s social media strategy isn’t working, and what you can do to improve it:
Great expectations
Social media is not a cure-all, end-all solution for marketing to one’s target market. If you think that by setting up a profile on a network and constantly spewing marketing messages that you’ll attract thousands, if not millions, of customers immediately, you’re sadly mistaken. It’s, however, an enduring solution in combination with advertising and public relations to increase exposure, promote and eventually garner sales.
Lack of company buy-in
In order for social media to be effective for your organization, everyone has to buy-in, from executives to support staff, or it will not reach its full potential. Your chances of having a successful social media campaign is increased if senior management actively uses it and allows the brand to have multiple voices. The executives of your company are not the only champions; in fact it is feasible to come up with a list of influencers in all departments that can provide content and insight in the form of a social media council.
Undefined goals
With any marketing effort, you must clearly define what your intentions are for using social media. Do you want to get exposure for new product or service? Improve brand recognition? Increase website traffic? Once those intentions have been identified you must question what success looks like.
Untrained staff
To avoid social media crises and potential disasters every company should invest in social media training and guidelines. Do not pawn off social media activities on the “young” professionals. Just because they know how to use the technology does not make them equipped to become the global communications arm of your brand.
When creating your social media team, you should seek someone who has a strong capacity for communications and marketing; the tools can be taught to via training programs in- person or online. Showing employees the best practices and way in which your brand should be showcased online can be an exceptionally valuable business tool.
Not enough engagement
If you’re not responding to your fans questions or comments, they’ll seek a brand that will. Social media has shifted marketing as we know it. It’s no longer a one way street, but a two way street which requires communication and collaboration. You will achieve greater results when you respond in a timely manner, highlight your customers using your product or service and share valuable information with them.
Keep in mind if you are not fully committed to social media then you will not achieve the results you desire online. Once you have a social media strategy with realistic goals and targeted content, the rest is relatively simple.
S. Lynn Cooper is a Washington, DC-based digital strategist and communications expert. Cooper is the founder and director of Socially Ahead, a strategic communications agency that specializes in the creation of social and digital strategies and campaign management. Follow her on Twitter at @sociallyahead .
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