As someone who helps businesses with their social media presence, I spend a lot of time analyzing what works and what doesn’t on the social web. And, I love sharing my findings here to help your business.
One of the things I’ve noticed about social media is that there are some common characteristics of businesses that are destined to fail online. I can give you all the social media tips and tricks in the world, but if you don’t start with the right mindset, you’ll have trouble gaining traction.
I don’t want that to be your business. If you don’t either, make sure you avoid these
five reasons I see business crash and burn with their social media efforts:
Lack of strategy.
Companies that don’t know why they’re engaging in social media or what they want to get out of it will struggle to get results.
Before you dive into social media, take the time to
answer a few key questions
to determine your goals and the best approach for how to reach them. This will help your efforts be more focused and put you in a better position to be successful on the social web.
2. No measurement.
As marketers, our mantra is this — you can’t manage what you don’t measure. This especially goes for social media.
Despite what some people may tell you, you absolutely
measure the effectiveness of your campaigns and ROI of your efforts. If you’re not taking the time to do this, how do you know what works?
It’s not part of the company culture.
Companies that don’t understand the two-way nature of social media will have difficulty being successful with it.
Social media, when done well, should be woven into the fabric of your company culture. This means you’re willing to respond to criticism, answer tough questions and encourage employees to act as ambassadors for your brand. If your company isn’t willing to embrace this mentality, you’re headed for trouble.
Lack of resources.
Social media is
free. Although it costs nothing to sign up for the various networks, you must dedicate time and resources to manage your company’s presence on the social web.
All too often, companies don’t consider the time it will take to manage this effort and
their social profiles turn into ghost towns. Don’t let that be your company. Whether you manage social media internally or hire someone to help you, you must make sure you’ve allotted the proper resources to get the job done.
Although social media offers an incredible opportunity to connect with your target audience and
grow your business, it is not a silver bullet. Success with social media will not come overnight.
Yes, you can and should expect to get results, but social media is a marathon, not a sprint. It’s a long-term strategy for growth, not a get-rich-quick scheme that guarantees instant success.
What do you think?
Why do you think businesses fail on social media? What would you add?
A portion of this post originally appeared as my guest article for the Nashville Business Journal.