Just because you spend your whole morning tweeting doesn’t mean your social media is working how it should. Getting on the social networks is half the battle but using it correctly requires strategy and consistent refinement. Social media is more than just a push marketing effort. When done correctly it can be a very powerful form of communication but you have to be willing to work at it.
Here are 4 reasons why your social media strategy simply doesn’t work how you would like it to:
Not Enough Meat & Potatoes
Social media needs substance to really work well. Whether your strategy is content sharing, viral contests or just status updates you need to have something solid behind the approach. Try mixing things up a bit to really offer robust forms of communication.
Too Much Self Promotion
Some self-promotion is perfectly fine but if your whole strategy is updating your services as status updates it is not going to resonate well with your audience. If you want your audience to make it back to your website try giving them a good reason to come back. Try writing blog posts and pushing them through your social networks in conjunction with some self-promotion to have a well-rounded approach.
Poorly Designed Profile
Always make sure your profile is filled out 100%. If the social network you are using offers some sort of customization option try to get it as close to your brands colors as possible. What you don’t want to do is use the generic out of the box design if the profile allows for more customization. Make sure your logos render correctly and if you have to use images use the right size images so the images don’t appear stretched out.
One thing you don’t want to do is get really excited about social media, get cranking for a few weeks and lose interest for some period of time after. Lack of consistency in social media is only going to work against you. You are better off spacing your efforts across a period of time than just having bursts of activity followed by nothing.
Author Maciej Fita runs Boston-based Brandignity.com which offers SEO services along with reputation management, social media and a variety of other internet marketing related services helping clients large and small find their online digital voice.