Author: Darlene Hull
I hear a lot of people say that they are giving up on social media because it doesn’t work. When I go in and take a look, I can usually see quite quickly what’s happened and it tends to be one of these three things:
- No Plan: Maybe someone’s told them they need to be on Social Media so they set up their accounts and “post stuff”. They’re not sure what they’re doing or why, posts come sporadically, and are often lots of the same thing – all articles, all quotes, all “what I’m doing now” kind of stuff. No reason, no rhythm, no rhyme. Social Media needs to be handled like all other business tasks: you need a clear objective, a plan for achieving that objective, and ways and means of measuring the results of your activities.
- Your Target Market is Missing: Either you don’t really know who your target market is (no, it isn’t “everyone”!) so you’re not sure who you’re talking to, or you know who they are, but they’re not on the platforms you’re working with. You have to be clear on who you’re talking to, and you have to make sure you’re showing up where they spend their time.
- Everything is Automated: There are brilliant tools out there to automate your social media. However, it needs to be clear that social media should NEVER be fully automated. Social media is about conversation, and you can’t automate a conversation (if you don’t believe me, try talking to one of those voice activated help menus sometime…) The other big “no-no” is automatically cross posting the same thing across all platforms. Each platform is different and requires a different kind of management.
- Advertising Over Engagement: Their streams are all “ME! ME! ME!” It’s a string of ads all focused on how awesome they are. Every time you post something it should answer the question “So What?” It should be drawing the person who visits your page into engagement with you that results in some action taken. It should be about them, not about you.
- Boring: Your social media should be fun, interesting, informative, helpful. It should not only talk about the problems you solve for your clients, it should also engage them on a personal level – letting you, the person, shine through. It should create multiple share points. There should be things that make your followers laugh, things that make them say “Aha!”, things that make them feel better about themselves and strive to offer more of themselves to the world. The things you post should be worthy of sharing and discussion. When you then slot – ever so gently – your own stuff in there for building your business, it then has a happy platform to land on where people are already looking for more from you. You want to post things that make them want to check in each morning just to see what you have to share.
Social media is easy to use and it’s free, which makes it the #1 marketing tool these days, but used badly it’s simply a waste of your time.
If you want to brainstorm some ideas for making it work better, give me a call: 403-374-0167 and let’s talk about your particular business and your particular situation.