Why You’ll Never Succeed At Social Media Marketing

posted this in
Social Media
on June 18th, 2013

One of my favorite books is How to Succeed in Business Without Really Trying by Shepard Mead. The entire book is a hilarious twist on how people with no skills can ultimately be the most successful.

But in reality, to be successful in business it does take a lot of skill and a lot of effort. The same is true when it comes to social media marketing. If you don’t really try and you never develop a proper strategy, you’ll never succeed.

The key is to figure out the reasons why you’re not succeeding and changing your strategy going forward. Here are 4 common reasons that may be crippling your success with social media marketing.

You don’t know your audience

Think back to your very first date. Did you spend the entire date talking about your interests and ignore the topics they wanted to discuss? Of course not! You did your research so you would know how to talk to the person you were trying to impress.

The same can be applied to your company’s social media communities. Do your research (try a poll or survey!) and get to know the people you are talking to. Focus on what they want to know about you and remind them of what it’s like to date do business with you.

You haven’t set any goals

Take a step back and ask yourself why you’re using social media as a marketing tool for your business.

Is it for customer service? Or building a community around your brand? Set specific goals for what your business is trying to achieve by using social media marketing. Your strategy should then follow your goals.

For example, if your goal for using social media is to reinforce your killer customer service, make sure your employees are responding to customer inquiries in a timely manner and know exactly how they should respond.

You think cat photos are a social media strategy

Don’t get me wrong. I could watch that cat that loves jumping in boxes all day long. But a cat in boxes does not make a proper social media strategy.

It’s great that you want to engage with your customers on social media, but you should be able to do this without using information and content completely irrelevant to your company.

Cat photos are fun for a while, but is a customer going to pick up the phone and call you because you once gave them a good, irrelevant laugh? Will it build trust with your company? Or make them see you as an expert in your field? No.

Think past just getting Facebook likes and a good laugh and think about using your social media channels as a way to engage through educating while staying in line with your business goals.

You don’t measure the right things (or anything at all)

We’re all guilty of this from time to time. But as we often like to say around here, you can’t improve what you don’t measure!

There are plenty of social management tools (like Sprout Social, Sprinklr, or Hootsuite, which has a free option) with built-in analytics to help you measure which parts of your strategy are working best and which parts need work.

If you’re just starting out, try to gather more basic data like what days and times produce the best results or which type of content creates the most engagement. Here at Rocket Media, we know that images engage 30% more of our Facebook fans than any other type of content.

If you’re looking to dive in further and see if your social media communities are bringing in business, I recommend using your CRM and social media communities hand-in-hand to see which of your visitors from social media are converting into customers.

The good news?

Being successful at social media is not impossible. It’s about devoting time to getting to know your customers and figuring out produces the best results.

Wondering how your business is currently doing on social media? Contact us today to see how you can improve.