There are many reasons that might explain why your company’s social media pages are not getting the results that you expected. Perhaps you are not posting the content that users want. Maybe you are using the wrong tactics for the goals that you have established. You could be using the wrong platform to target your audience. You could even be measuring your results incorrectly, which would make it difficult to connect your performance to your expectations. Regardless of what the issue might be, it is crucial for you to address the problem and adjust your strategy accordingly. Below we have targeted some common areas where you might be falling short and provided tips to help improve performance.
- Enhance your page with your brand’s personality by including links to other channels like a website or blog.
- Empower employees to connect with your company’s page. Highlight your employees in your content and leverage their networks.
- Provide valuable content and reply to followers’ comments. You should be posting regularly and consistently. Post various types of information such as company news, industry expertise, leadership experience, and relevant news.
- Join online groups or follow industry leaders to network, share content, and establish industry expertise.
- Post evergreen content and get more traffic to your page with information that is engaging and relevant. Content is indexed so consider using a variety of SEO techniques.
Not Posting the Right Content
- Pique curiosity by highlighting something your audience doesn’t know about, entice users to interact, consider your audience, and focus on new information.
- Promote communication by having a call to action, starting a discussion, creating surveys, or promoting events.
- Build excitement and get your audience to engage with contests or user generated content.
- Define your audience. Know who you are trying to target, be specific, think on an individual level, and create content based on their preferences.
- Know your platform. Twitter posts should be concise and posted often. Use video content for Facebook, as there are around 100 million videos watched per day on Facebook. For Instagram, use visually appealing content with to-the-point copy that shows your company’s personality.
Unsure About Your Social Media Strategy
- Evaluate the goals for your social media strategy.
- Lay out your organization’s brand and ensure all efforts support that brand.
- Define your target audience.
- Determine what platforms will help reach your prime audience and commit to those sites.
- Conduct competitor research to evaluate industry engagement standards, social reach, and determine how to differentiate from others in the same industry.
- Develop all content with your audience and goals in mind.
- Measure your results and make adjustments if you begin to see consistent decreases in engagement.
Measuring the Wrong Metrics for Your Goals
- If your goal is to increase brand awareness you should measure follower count, total reach, impressions of post, and comments/likes/shares.
- If content distribution is your goal, look at total impressions, post reach, website traffic, links clicked, and click-through-rate.
- If you want to generate more leads then monitor lead records, downloads of gated content from social media traffic, users interacting with content, and conversions tracked after leaving social media site.
- If you’d like to increase website traffic you should be checking the number of visitors from social media, overall traffic share, bounce rate of social media traffic, and total clicks on post.
- If your goal is to directly communicate with your target market watch content shares, likes, and comments. Also, lead conversions, engagement and social actions from targeted posts. Increased followers, direct messages, and mentions are important too.
- If the purpose of your page is to post industry information evaluate engagement of readers, comments/feedback, shares, views/impressions, and increase in direct messages.
Companies should always be adding value to their followers if they plan on using social media. Work on staying relevant to your industry and being consistent with your brand. Ensure that you have a well-established strategy before blindly posting content to social media. Also, even though it was not mentioned in the above points, do not be afraid to spend money on sponsored posts or ads through social media platforms. As more companies join the major social media platforms, it gets harder for brands to organically reach their audience. Policy changes coming from social media companies, such as Facebook, only makes organic reach harder to achieve. What’s the point of creating great content if no one ever sees it? Plan out your social strategy, execute, and optimize your posts for improved results on social media.