Why Isn’t Social Media Working for Your Business? Everywhere you look on the web, someone is telling you that you must have social media as a business in order to stay in the game. However, no matter how much effort you put in, the marketing just doesn’t seem to be working like Logan social media training said it would. People tell you how to generate likes. You try those techniques and they don’t work.
Blogging Blogs tell you how to create discussion amongst the audience you have. You get excited, believe, try it, and then fail once again. By this point, you’ve just about given up hope, searching for “Proof That Social Media is a Scam” instead of “local social media training in Logan.” It’s a frustrating part of the marketing world to get into, as success is often slow coming. Even those that have been working on it for years aren’t making an impression though. Why is it that this marketing hot spot of the world just isn’t performing like everyone says it will? There are a number of reasons for that. One of the biggest seems to be because companies aren’t setting and tracking goals that would tell them how their social media is actually doing.
Measurable Goals They forget to approach social media like they would any paid marketing strategy: with set measurable goals and a strategy to achieve them. Isn’t that how you measure the success of any ad you put in the paper, on television, or plaster to a billboard? You create a marketing strategy, set it into motion, and know what to measure to indicate success. Instead of doing this though, they do the “social media thing”—e.g. posting every day, asking questions, putting up funny pictures—and then sit and wait for fame and fortune to bring them clients. Do they know who their growing audience is though? Can they measure that a new “like” on a page transformed into a comment to a picture, share to a friend, or a visit to the website? Do you know these things? What is it exactly that you want to accomplish here?
Perhaps you want to build awareness of your brand. Are you implementing strategies to get more likes? Are you running a brand awareness campaign and asking people to talk about you? If you are, you need to be tracking those items. What about if you’re trying to get people to your site? You need to be (1) giving people incentives to listen to you on social media (give them content they can use), and (2) occasionally push people to your website.
Giveaways Number 2 can be taken care of with various promotions or giveaways. Once they’re on your site, Google Analytics can help you figure out how many people made the jump from your social media platforms; you can even find out what page they landed on. To make sure everyone is accounted for though, it would be wise to set up a form of some sort that survey’s the audience as to where they found out about this promotion from. Or you could give out a promo code only found on social media platforms to use. Oftentimes, it’s not that the marketing isn’t working as well, the businesses just don’t know how to plan their marketing strategy well, and more importantly, don’t know how to track their goals down. If they can add effort to these two principles, they can begin to see results. Photo Credit: Preventionconnect.org, Marketingdirecto.com