Social Media for business is not a new concept and is, in fact, a part of marketing. There are many social media benefits and they include brand building, the growth of the company, content creation and distribution, advertising, communication and gaining insight into the customers that interact with your brand.
In case you are not seeing the benefits you envisioned, here are some mistakes you may be doing and how you may start fixing them.
Mistake #1 You Decline to Spend Money
“You spend money to make money” may sound cliché but it is true. You may have hired a social marketing manager to build your brand and take care of marketing your products and services online. Problem is, all you see is an increase in followers for example but not sales. He comes up with a strategy to target the right audience with an advertisement and you think it is too expensive and you respond, “find other ways, I see people sharing our content, keep at that and make it work.”
It is hard to spend money but think about it. Before social media, marketing entailed putting advertisements in newspapers, billboards, magazines, and other tangible forms. Using advertisements on social media is no different, you buy space on platforms that people are engaged in for at least 116 minutes a day.
How to fix it: Take a look at your social media strategy vis-a-vis your overall marketing strategy. Identify what investments can be done to boost your reach and sales. Start small and track results and improve as you go.
Social Media Statistics Fact: Social networks earned an estimated $8.3 billion from advertising in 2015. The total advertising budget on social media channels increased from 13% in 2014 to 20% in 2015 of the total advertising budget.
Mistake #2 You Have the Wrong Connections
Getting a large following on social media is not really rocket science. Most social channels help with this part and with an effort from your side, you get more connections. As a business, things get a little complicated.
You have a Facebook Page with 10,000 followers for example, and you put out an announcement launching another line of your product. The response = 19 likes, 2 comments and 198 reached.
This happens a lot on social media where you have a large following and very little response.
How to fix it: Look through the profiles of the people following you. You may realize they are the wrong demographic for example. When it comes to targeting the right audience for your product, it is about the number of relevant people in your industry. Find people interested in your niche and make connections.
A few tips include:
- Look at followers of another company in your industry and find who would be interested in you
- Join forums on related topics to your product or service. As you engage with members there, look for social links in their forum signatures.
- Search for members based on their profile description in platforms such as Twitter.
Social Media Statistics Fact: Internet users have an average of 7.6 social media accounts.
Mistake #3 You are Sharing the Same Content on all Platforms
This may come as a surprise for some. Yes, social media is for sharing your content but the platforms all have different purposes. A competition may work well on Facebook and fail to attract traction on Twitter. This could be for simple reasons such as losing a part of the caption when promoting the competition to missing a tag handle from one platform to another.
Every platform has its own features that cannot work on another platform. This includes the length of the caption (Twitter only allows 280 characters), image formatting (Instagram allows for editing photos) and vocabulary (including the use of the symbols # @).
How to fix it: Create a new message for every network and post. It sounds like a lot of work as you are curating the same message for every platform but it is totally worth it. As you continue with this strategy, you can make tweaks that make a lot of difference in how you connect with your audience.
A few tips to get you started in creating unique messages across all platforms:
- Post at the right time. Each platform has its highest peaks where users log in. Monitor this by experimenting different times. Also, check blogs of the platforms for industry reports for best times to post.
- Edit, edit and edit before posting. Common errors on posts include typos, broken links, wrong hashtags etc. Have someone else check the text before hitting send.
- Use a scheduling tool like Hootsuite which will help in not only scheduling your posts but also gives you insight on which posts work best over time.
Social Media Statistics Fact: 96% of the people that discuss brands online do not follow those brands’ owned profiles.
Are you using Social Media for Business?
What other mistakes have you seen in using social media for business? How did you go about solving them? Share in the comments below.