So, you’ve got a social media strategy. Your posts are written, scheduled, and loaded with links, hashtags, and @ mentions. You’ll see results by the end of the week, right? Wrong. Successful social media (which varies depending on your end goal) doesn’t happen overnight – especially if it isn’t being implemented correctly. Here are seven reasons why your social media strategy may not be panning out as planned:
1. You’re not being clear
Try to keep in mind that your audience is made up of people just like you. How likely are you to invest time into reading a paragraph of text and clicking “See more…” (a.k.a. my worst nightmare) in order to reach the general gist of a post? Not very likely. Keep your content light by being clear and concise, and include photos. People are also more likely to stop and read posts with photos than without them.
2. Your audience can’t relate to your content
A post with a photo is all well and good, but if it’s centered on a topic your audience can’t relate to, it’s useless. Have fun on social media, but be sure you’re posting relevant content that your audience will enjoy. For example, if you’re trying to reach moms between the ages of 30 and 40, try posting content about child care, health and fitness, and Target. (Moms love Target.) (Everyone loves Target.) (You can never go wrong with Target.) Make sense?
3. You’re posting inconsistently
Before creating content for your social media strategy, it’s imperative to do research on the best times to post. If you’re just starting out, try posting at least once a day during a time your audience is likely to check social media (lunch time or after work are good times to experiment with). Once you’ve got your posting times in place, keep it consistent. This becomes especially important when you incorporate hashtags into your posts. If you create a weekly post that contains a hashtag, your audience will look for that content every week. Don’t let them down!
4. You’re focusing on the wrong networks
Along with establishing the most effective post times, it’s important to be sure you’re reaching your audience through the proper social media vehicles. Keep in mind whom you’re talking to, when you’re talking to them, and the content with which you plan on engaging them. Once you’ve got these in check, you’re ready to implement your strategy.
5. You’re relying on organic traffic
I hate to break it to you, but organic traffic in the social media world is virtually obsolete. With big brands putting big money on posts to reach their really big audiences, your effort into attracting organic traffic will probably go unnoticed. What’s encouraging, though, is that a little bit of money goes a long way. So if your marketing budget isn’t quite where you want it to be, you’ve still got a chance. Try putting $5-$10 on your posts to begin with, and be sure to utilize targeting tools to narrow down your audience to just the right people.
6. You’re not linking to anything
Social media posts without a call-to-action and a landing page tend to be pretty useless. Keep your audience engaged by sending them to a source that supports your post. For example, if you’re posting about an upcoming event, direct your audience to the registration page. If you’re posting relevant content with an attractive visual, your audience is likely to seal the deal by clicking on your link for more information. Another important detail to keep in mind is to shorten your links so they don’t overcome your post.
7. You’re not being patient
Rome wasn’t built overnight. Your social media success won’t be either. Be patient. It takes about three weeks to determine trends in your data. Once you get a feel for how your audience is engaging with your content, you can begin (and continue) to make decisions based off of it.
The way your audience interacts with your content will always change; so don’t put all your eggs in one basket. Keep an eye on what’s working, what’s not working, and what you can try next. Happy strategizing!