4 Reasons Brands Fail At Social Media

By | October 3, 2016
Social media isn't new.  It isn't some unknown X factor or revolution
that is freshly sweeping the world up and changing communication as we
know it - it's already done that.  In fact, it's been doing that for
several years.  So why, then, do so many people in the marketing world
treat social media as some new, foreign thing that they just aren't
quite sure how to wrangle?  Put more bluntly:  Why do so many marketers
and businesses fail so miserably at social media?

1)	Don't view social media as an extension of advertising.

We get it, social media is ultimately another gateway to your product or
service, but the reality is that treating these platforms like just
another selling tool is setting you up for failure.  Social media is all
about paying attention to the places that interest you, and people are
not interested in your ads and constant promotions.

2)	They don't think of themselves as a media company.

One of the big mistakes companies make is thinking that they are only as
wide as their product when it comes to social media.  Instead of
thinking of social media as a way to sell product X, think of your
channels as a way to create interesting content for people who happen to
be a part of the audience that would also like product X, and worry
about them actually making their purchase later on.

3)	Their ratio is off.

There are a number of different formulas that different blogs and
experts will recommend, but the general consensus is, that in one way or
another, you diversify your content so that you are able to balance out
what you bombard your communities with.  For example, keeping your
promotional, self-serving and "salesy" type posts to 10% of your total
posting volume or less is generally a good rule of thumb.  Feel the rest
with engaging, funny, interesting, or educations posts – take your pick.

4)	Their interaction game is week.

It's called SOCIAL media for a reason.  Brands used to be able to talk
at consumers in a one-way interaction chain that involved them giving
information and informing the thought of the consumer, and that consumer
not having much direct feedback (since that wasn't really possible
through print, TV, etc.).

Now, however, it's easy for customers to engage with brands instantly in
any number of channels, and they expect to be listened to.  The best
marketers make sure to respond to every comment, good or bad, every
re-tweet or share of their content, etc. when on social.  The ROI from
winning over a few regular social media guests and supporters can be
more massive than you might think.

Looking Forward To Your Success! 


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