For business owners, adding a social media campaign to your marketing strategy may seem simple: You have a Facebook page of your own, right? The trouble with this attitude is that marketing a business via social media is much more nuanced and requires considerably more time than operating a personal, or even fan, account. If you are struggling to gain traction with your social media campaign, there are three common issues you should address.
You Are on the Wrong Platform
Not all social media is created equal, and businesses are slow to wake up to the reality of changing demographics on the various platforms. Ten years ago, Facebook was the clear leader among people 18-25; however, that is no longer the case. An examination of the demographic data shows that the average Facebook user is 40.5 years old and usually Caucasian. A deeper look shows that Facebook has a serious problem with younger users, with fewer and fewer people under the age of 25 adopting each year.
For your social media strategy, you must first identify your ideal customer and where they congregate online. If your target audience is a young, Hispanic consumer, Instagram is the way to go. If your target is African-American, Twitter is the best place to start. Age, race, gender, and more all play into the best social media platform for each group, and it is vital that you spend time researching who you want to reach, so that your social media strategy is hitting them in the right place.
You Aren’t Engaged
The thing that people love about businesses on social media is the increased level of interaction. Companies like Wendy’s have become famous for their snarky replies to customer tweets and posts, and that creates a buzz surrounding the company’s social media pages. Where many businesses fail online is that they assume a social media campaign is just about making a post, and never touching it again.
Communication via social media is a two-way street. When your customers take the time to interact with you, you must take the time to make a comment or reaction to them. It is generally advisable to assign someone in your business to check the social media accounts every hour or so to keep up to date with what customers are saying, and so your business can respond in a timely manner.
You Don’t Have a Schedule
Customers love consistency. Christmas shoppers expect to see the Black Friday sales ads a week before the sale. Grocery shoppers want to see the weekly sales ad every Wednesday. That consistency generates excitement about those companies and the products and sales that they have to offer. The same thing is true with your social media. Few people care if you don’t post to your personal page every day, but your customers will tune out and stop following your social media if you don’t have a consistent schedule of content.
As you launch your social media campaign, don’t overwhelm your customers. A post every morning or afternoon (roughly the same time every day) will slowly become something your customers expect. Over time, you can add some complexity to your strategy, adding pictures on Fridays, sales announcements on Mondays, etc.
Social media is both a powerful tool and a potential black hole for businesses. Without the proper management and approach to your social media, you will not see the returns that you anticipate, and you will spend hours of your valuable time frustrated at your results. With these three problems in mind, you can polish your social media strategy and make your campaign better than ever before!