There are a variety or reasons why your social media activities may not meet your business objectives, and as a business owner you must determine the reasons why, and adapt your program accordingly to reverse that outcome.
However, in this blog I’ll introduce you to a few errors commonly made in executing social media programs so that hopefully, you can identify shortcomings in your program, and make some of the necessary changes.
Perhaps the primary reason that businesses experience failure with their social media initiatives is that they forget that all successful business is essentially about two items:
1. A product or service, and
2. Establishing a relationship wherby vendor and consumer have a level of security, confidence and trust in the durability of the transaction.
In reference to #2; people deal with people; regardless of the brand, unless it is one that is head and shoulders above the competition. Therefor, in using social media you need to speak with a personal, and not a corporate voice.
Also, I don’t recommend using your social media platform solely as a selling portal. Instead, use it to communicate with people — let them know who and what your business is about. Show your personality and show that you are more than a product-service-logo combination.
People like to deal with people!
Reason #2 is one which if we’re not careful, we can all fall prey. Its the concept that this “new social media thingy” is the one that can do it all.
In short, social media is only one tool in your tool box. You can’t build a house using just a framing hammer, and you can build a business and make it grow using only your Twitter account.. (sorry Twitter, I’m honestly not picking on you).
And this brings us to reason #3.
How many times have you visited a FB page to find it hasn’t been accessed by the owner for days – weeks – or months, and there is no relevent information included.
Remember, people need to ‘LIKE’ you for a reason. If your content is dated and out of touch with your audience then in all likelihood, they will lose interest and look eleswhere.
Keep your content relevent and current!
In closing, take a closer look at your social media activity — does anything we’ve just covered look familiar? If so, make changes that will assist you in connecting with your audiences and that will go a long way in addressing your business objectives.