Whenever I get a chance to check a new client’s social media marketing performance, there is an evaluation process which I go through to see if their strategy sucks. I know that most companies aren’t making use of social media, and most of the ones who do, aren’t seeing any positive results from it. Social media is like a new technology. When it comes out, you see people rushing to buy it even if they don’t need it. When they do buy it, they use it for a couple of days and then throw it in the “no use to me” box.
Because the whole world is recommending using social media to engage customers and followers, many people are doing it for that sole reason. If you have started using social profiles to build a strong brand from that mindset, then I can assure you that you’ll never succeed doing so.
I see some social profiles sometimes that have a professional design and strong branding, but unfortunately, their owners aren’t making use of them. When I see this, I know for sure that these people were forced into social media and they are just giving themselves an excuse to not use it because they have tried it for a while and didn’t succeed at making it work. The mindset that I’m looking for when I get new clients is to see if they are really willing to put whatever it takes to making it work. If they are not, I try to explain to them how it works and how they are going to get the ROI they wanted out of it.
In order for me to walk you through the process of assessing your social media marketing strategy, here are 7 reasons why your social media marketing strategy SUCKS!
1- No consistent branding:
When I have a new client, the first thing I look for is whether they have a consistent branding across all of their platforms or not. Sometimes I get clients who have a rainbow of colors where each color corresponds to a social profile. Many people doesn’t seem to care about this either because they think that what matters is a professional design, no more and no less. However, if you want your brand to be memorized, you need to preserve consistency in color, voice and writing style across all of your social profiles. If you look at my website, Facebook page and Twitter profile, you’ll notice that they all have the same colors. The reason I do this, is to help my brand get noticed and memorized faster.
2- Not making use of technology:
In order for you to make social media work for you, you need to have 2 things in mind. The first is that half of social media is the efforts that you make to create something unique and valuable. The other half is using technology to deliver the message that you’ve created. You don’t actually need to be a technology GURU to use social media tools, because most companies try to make their tools as easy to use as possible. If you want to get real results from social media, you need to use these tools to grow your audience and then track your progress.
3- Not providing enough value:
In a previous post called (success vs value: which one to choose from?), I mentioned how it’s indispensable to provide value in order to get noticed. We live in a world full of competition, but I can assure you that most of this competition doesn’t provide value, they just spam. Your easiest way to getting noticed would definitely be providing real value to your followers. If you succeed at helping them achieve their goals, then you’ll be able to get the exposure that you want.
4- Not being unique:
It’s true that you don’t have to be Steve Jobs and make the iPhone to be unique and get huge exposure, what you need is a unique approach to communicating with people. While having an atom of Steve’s vision will definitely be an honor for me personally, I can tell you that you can replicate other people success and still get moderate success for yourself. However, if you want to stand out of the crowd like these companies for example (5 large companies that consider social media a must), you need to come up with unique ways to promote yourself and services.
5- Not coming up with new things:
You know what kills all of your social media marketing efforts? Yes you guessed that right, it’s bringing the same things over and over again. Many companies succeed at making people notice their brands for the first time, but they do not succeed at grabbing their attention again after they get bored from the same things. In order to keep continuously “Wowing” your audience, you need to come up with new ideas that grab their attention and make them want to talk about it and share it with their friends.
6- Not showing up frequently:
When it comes to social media, playing hide and seek isn’t actually going to get you anywhere. In order to position yourself among your competition, you need to constantly show up and give your opinion, but not in a way that annoys people. If you’re one of those people who show up for a day and then disappear for the next week, then you can kiss your social media efforts goodbye.
7- Not tracking:
Do you know that tracking will account for most of the improvements that you’ll do to your social media strategy? Then why most people don’t track their performance and just let it to fate to decide whether their social media strategy should succeed or not? Take my advice and track every action you take in your strategy, so you’ll be able to see what performs better than others and replicate it.
These were 7 reasons why most people/businesses social media strategy sucks. If you have some other reasons, don’t hesitate to share them in the comment section below.