We’ve all seen it. A brand or corporation decides that it wants to get into social media and is “gung ho” for a month or two and then the reality sets in. Social media takes time, focus, energy and most of all planning to maximize. We’ve all seen the abandoned Twitter feeds, stagnant blog sites and ancient Facebook pages that held so much promise a few months ago.
The key to social-media success lies in careful planning as we have discussed (link to 8 steps). Here are five common signs of a lack of social-media planning:
- Singular focus on selling – Every post, tweet and Facebook update reads like an ad. It is clear to all viewers that this company is trying to leverage the new media to sell in the old way- “buy my product, please.” Maybe, if you’re just selling delivery pizza, this approach works…maybe.
- You have no measurable objectives – There is so much to be learned if we only take the time to measure. That means looking beyond followers and fans and taking advantage of the trackable nature of this medium
- You have too many measurable objectives – There is so much to measure, once you get started it can get overwhelming. It’s easy to fall into analysis paralysis and curl up into a fetal position. Breathe deeply and drill down to the metrics that matter. Is your content being shared? Are visitors returning regularly? Do your posts or updates on a particular product have a measurable impact on sales?
- Sporadic posts— regular content updates are important, they build the relationship, encourage repeat visits to your site and establish credibility- where is your editorial plan and content distribution calendar?
- Responding- from DM to Facebook comments – If you are not responding then you have a problem. This is a personal and interactive space. Social media is often compared to a party. If someone starts talking to you, don’t be the brand that smiles flatly and looks around the room.
SocialDirect is a social media marketing agency located in Winston-Salem, North Carolina. We help regional and national brands connect with their customers.
