This Is Why Your Social Strategy Isn't Working

Is your social media work not bearing fruit? We look at why this may be the case


It’s getting to the stage where I can’t remember a time when social-networks weren’t around.

With this in mind, you’d think that we would all know how to use them, but time after time examples arise which prove the opposite.

This is partly down to the fact that as a concept, companies using social media is still something we’re getting used to - as a strategy it’s still very much in its infancy - making mistakes is common.

In this rundown we look at four of the most common reasons why social strategies don’t work;

Your definition of ‘working’ is wrong

When a company invests in something, it’s normally because they want to increase revenue. Unfortunately, it’s tough to tie social media activity to raw sales.

Organizations need to play the long-game and understand that social KPIs should be based around social networks themselves- this should include increasing your following, improved brand loyalty and more customer interaction.

Measuring your social strategy with this logic allows for attainable objectives and a clearer idea of how a particular campaign is developing.

You’re using the wrong platform

Jumping into Twitter and Facebook might be the obvious route to take, but as platforms, they don’t always represent the best options.

Depending on what your company does, hand-pick your platform and make sure that your tailoring content so that it resonates with that particular audience.

Never spam your content across every available platform, reproduce it for the platform you’re posting on.

You’re strategy isn’t a strategy

A social strategy isn’t just about defining how many posts you’re going to send out, and a what time in the day - it’s far more than that.

A company needs a tone of voice, detailed profiles which convey a positive brand image and a process in place which allows for KPI measurement.

This might mean going back to square one, putting a dedicated team together and working out achievable goals.

You’re defining success by going viral

The success of a social media strategy is much more subtle than whether or not it went viral.

Going viral isn’t realistic for most companies. It takes a lot of luck and a piece of content that inspires a huge amount of people. Most companies don’t need this, they just need to develop an audience which appreciates the content they’re producing.

Creating content with the aim of going viral will be transparent and will probably put people off, so stay clear.

We should forgive some companies for failing to understand how social media works, because as mentioned at the start of this article, it’s still unchartered territory for many. It will however be an essential tool for companies going forward, so they should start putting real effort into redefining their social strategies.


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