Building relationships on any social media channel takes time and effort, but if you know how to actively create dynamic connections with your customers and fans you won’t risk losing them. If you’re not getting the results you want it’s time to reevaluate your approach. Here are four reasons why your company might not be succeeding in the social media realm and how you can change your strategy.
1. You don’t know what your customers want. The first rule of building a strong social media presence is knowing who your customers are, where they spend time, what are their worries and concerns, and knowing how to create a conversation around those topics. If you don’t know your audience inside and out, you will be missing huge opportunities to connect and engage with them. Study their habits and the conversations they are having online and actively participate in them.
2. You haven’t honed your brand voice. This seems to be a common problem for many brands. They don’t know how to take their mission and what they stand for and capture that voice appropriately. What do you want to be known for? What do you want your customers to say about you? Does your company want to have an educational, inspiring or humorous tone? What will resonate most with your customers? Plan this out carefully before you start building your social media strategy and actively make sure your voice is consistent with what you represent.
3. You don’t share high value content that creates a connection. Regardless of what your company sells, it’s absolutely critical to have solid content that your fans and followers will respond and engage with. This can range from blog posts, news, and photos, but make sure it’s something your fans will want to know about. Don’t just assume you know what they want. Monitor closely what gets liked and shared the most and continue to posting similar content that is received well.
4. Your company overly self promotes. If you’re posting more about your own company than about industry trends, high valued content or engaging videos or photos—your company will come off as an advertisement. Social media is about established a two way connect between your fans and the company. Think of it as grabbing coffee with a coworker, it should be a casual and comfortable place people feel like they can chat with you and your company.
Remember that building a strong and active social media presence takes consistent and planned out action. Create a plan and stay with it to keep your customers coming back for not just your product, but the community you’ve built around it.