Social Media Review: How to Decide Whether You Need a New Strategy

According to a recent research, over 50 percent of businesses need to rework their social media strategy. This does not mean that so far they’ve been doing it all wrong; it just means that their present social media marketing strategy isn’t in line with their audience on social media platforms.

Undoubtedly, social media is huge, and is only getting bigger and if your marketing strategy is not updated as frequently as the changes come in, you’re definitely missing a large chunk of your targeted audience.

Contrary to the common perception, a social media marketing strategy is not something that can be perfected. What sales and marketing managers have to be diligent about is closely following the change in the trend adoption and audience behavior on an almost daily basis and then adjust their strategies accordingly. For instance, while your content calendar may have a particular theme set for the day, you have to leave room to deviate from the plan to accommodate breaking or viral news. This is a very simplified example, but you get the point.

Additionally, if you are using social media for marketing without any substantial results, then perhaps you are doing it all wrong and have to rework your strategy completely. If you don’t know where to begin, read on, and see whether your social media activity shows signs of these symptoms. Targeting the Wrong Audience:

The sole purpose of using social media for marketing is to get in front of a highly targeted audience. These are people whom you know and understand completely in relation to your services and can connect with by fulfilling their needs. And you don’t have to look too much farther than your existing analytics.

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If you don’t know your audience or are targeting an entirely different group, then you have to rework your strategy completely and start all over again. You’ll notice a gap in your targeting if your KPI’s like engagement rates, referral traffic from social media and the reach of your posts don’t perform well or lag behind considerably.

Several social monitoring tools, such as Facebook Insights, Brand Monitor and Google Analytics Social Reports allow you to get all the information you need about your audience and campaign performance.

Lack of Value

If content is fire, social media is a highly flammable fuel. Hence, you have to work on ways to ensure that you provide high quality content to your audience that offers them real value that further entices them to share your content or sign up for your services.

If your content does not add any value to your audience, they will be less likely to engage with it, regardless of what you post. And although it can sound like an ambiguous word, “value” can be anything, such as discounts, special offers or knowledge shares , and if done correctly, it can prove to be a short-term investment with long-term results.

If you feel like you might be lagging behind with content, make sure you rework your strategy and create engaging and value-centric content that your audience can easily consume and digest. Be right there with your customers throughout their way to purchasing and ensure that your brand comes to their mind first when they need what you offer. Be creative and get there first.

Response Time Lag

Unlike other forms of advertising and marketing where the advertiser speaks and the audience listens, social media marketing is all about two-way conversations where the consumer can interact with a brand, raise their concerns, and request further information. Consumers are less likely to purchase products from a brand that does not communicate with them directly.

If you are not communicating with your audience at all, you will end up losing all your connections and followers, consequently making the, chances of higher social media acquisitions quite slim. Hence, the only way out is to rework on your strategy, start all over again, and ensure that you interact with your audience in the quickest and the best possible way.

Make sure that you have a team that is quick to respond to the issues of prospective clients, provide solutions to their problems and generate targeted leads, which you can convert into sales later.

Not looking beyond the giants:
Undeniably, Facebook and Twitter are two gigantic social networking websites that collectively have billions of users from all parts of the world. However, as enticing these social networks might seem initially, chances are there that they might not suit the type of products or services you offer.

Hence,  if Facebook and Twitter are not helping you achieve your targets, you should immediately start looking for other social networks that your targeted audience is using. Pro tip: don’t forget about blogs!

There are several industry specific social networks in operation – like Glassdoor and deviantArt – where you will be able to share information with a highly targeted audience and get more refined statistics and data.

Ignoring the Relationship between SEO and Social Networking:

Since the advent of Google+, everybody was talking about social media and its intersection with search engine optimization. Although they were right a couple of years ago, recent changes in search engine algorithms have made social signals an integral part of SEO.

At present, Google states that social signals, which include Likes, Pins,  ReShares and Retweets can help drive traffic to a website and generate quality backlinks, which further improves the overall ranking of a website.

If you have planned two different strategies, one for search engine optimization and another for social media marketing, it’s high time you completely rework and blend both these strategies into one perfect tactic that helps you achieve your goals.

Not Measuring Your Social Media Performance:

While digital marketing makes analytics a lot more accessible and measurable, it’s important to focus on which ones matter.

However, if your social media strategy focuses on getting more followers on your social pages rather than monitoring the benefits of that particular page, you are doing it completely wrong. Rather than simply creating shareable, readable and engaging content, you have to ensure that your content improves your bottom line.

Make use of tools that provide you complete information about the number of visitors directed to your website through social media, the specific piece of content that increased your referral traffic and the kind of content that your community did not appreciate. Understanding all these metrics will help you plan a robust social marketing strategy that will enhance your brand reputation and improve your bottom line as well.

Comments: 2

  • Ben Green says:

    Good insight Tarun. Without measuring performance, our marking efforts are almost useless…What do you use to measure success?

  • Jen says:

    What are these tools you speak of (that will show me the # of visitors directed to my website via social media)?

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