Why social media isn't working for your business – and how to fix it
“Social media is a waste of time. I've tried and it doesn't work. "
How many times have you heard this from a business owner? Or are you the business owner who said it was?
What is special about this statement is that it is disguised as fact when it is actually an opinion. It's a bit like someone saying, "Dieting is really easy, I don't get what all the fuss is about" just because they managed to lose a stone in a week. It all comes down to personal experience.
If you think social media isn't worth your while, you probably have a bad history with it in the past. Most likely, this is because you didn't know exactly what to do to get the results you want.
If social media hasn't worked for your company, the reasons are:
- You haven't found your audience
Without focusing on targeting a specific audience, you're effectively just sending your posts out into the universe for everyone to see. It's practically the same as screaming into a big cave and hoping someone will answer. With a little research, you can find your target audience on all social media platforms.
- You weren't consistent
You may feel like you don't have time to post on social media regularly. Unfortunately, algorithms prefer people with a consistent release schedule. Posting regularly – which doesn't mean every day, by the way – will work in your favor.
- They were just trying to build followers
The more followers you have the better, right? Well, something like that. It's easy to get caught up in the number next to your profile picture instead of remembering the real reason for your page. With 200 people genuinely interested in your business, you are much better than 10,000 people who don't.
Once you've identified the problem, that's a relief! It's time to fix it by implementing these simple tips:
- Make it clear who you are
Your followers are most likely to follow hundreds of other companies as well as your own. To make sure you don't just become another faceless brand, include content in your posts that will get the word out who you are. For example, a Facebook post for construction companies could feature a stunning before and after photo of a project, or a seasonal discount for a general customer problem related to summer or winter.
- See what works well
The key to being successful on social media is to experiment with a variety of posts and see what stays. There are hundreds of posts for you to try, each of which is unique. It's a good idea to try as many of these as possible.
- Look for your top commentators
… and see which content they respond best to. If you see a trend where content is most engaging to your loudest viewers, post that content more often. You will likely find that humor, pictures, videos, and "trending" content like memes are best for engagement no matter what industry you are in.