Have you ever thought that social media is making no sense to you? I’m sure that we all share those moments. One time you feel sure of the returns that a specific action is going to bring, and the next time your head get invaded by hundreds of giant question marks of why the thing that has worked before many times isn’t working in this particular situation!
Many people misinterpret the findings of other social media researchers these days by making them an exact science. You could find an article about the single most important second to post on Facebook in the entire week, but that doesn’t guarantee that it’s going to work for you, you know why?
Many people think that SEO (search engine optimization) is the most complex thing on earth because it has too many variables. In fact, there are dedicated companies that are tracking every move Google tries to make in order for them to stay close to what the Google’s algorithm looks like.
With social media, people think that it’s easier and involves much less variables. However, if you look at it from another angle, you’ll discover that you’re dealing with the most complex organism on earth, human beings!
People have different habits, different personalities, different likes and dislikes…etc, and they are harder to predict than any of the algorithms that you might encounter in your life (at least for now).
A few days ago, I was using common sense with a client of mine. I posted like every social media marketer advises on around 5 P.M. to Facebook and after a while I realized that I’m not getting the response I should get from those updates.
After testing few times, I stumbled upon the best time to post on that particular client’s Facebook page. You know what that time was?
It might look weird to some of you, but the best performing time was between 7 and 8 A.M.
I don’t know why on earth people open their Facebook accounts at 7 A.M, but I now know something for sure. Each target market (demographics) has its own habits!
It’s true that reading studies and implementing what they advise is crucial for any business. However, it should only be for the sake of testing, nothing more. If something has worked for other people, it doesn’t necessarily mean that it’s going to work for you, but it’s advisable that you test it and see if it applies to your business or not.
Many people would argue and say that common sense is crucial for social media marketing, and I’m not saying it isn’t. I’m just saying that assuming things just because they are common sense isn’t good for business. No matter how complex social media marketing might look to you, it doesn’t go beyond some basic rules. Knowing your goal, your target market, designing a plan, executing that plan and measuring/tracking your actions it at the very core of every business, and social media marketing won’t go beyond those principals. However, the more you dig in into details, the more variables you’re going to encounter and the more effort you should spend on testing before you decide whether your actions are suitable for your particular plan or not.
I think the best thing you can rely on in your business is the science of statistics (and even that might not be 100% accurate). You should draw a draft of every plan you intend to execute and adjust as you get more statistics. This way, you make sure your social media marketing is based upon solid foundations and not some assumptions that might work once and never work again.
What are your thoughts about this?
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