Biggest Flaws in a Social Media Strategy
Biggest Flaws in a Social Media Strategy
What is a strategy? It is a high-level plan for bringing about a desired result, like achieving a goal or finding a solution to a problem. Most of the people often get confused between strategy and tactics which is a specific action to achieve a specific result.
Therefore, a successful social media strategy shouldn’t be just focused on tactics as it is nothing without a strategy. Well, there can be many flaws in a social media strategy. Here are four common flaws in an ineffective social media strategy, and tips on how to fix them.
- You don’t know your audience
It’s virtually impossible to write a successful social post without knowing who your audience is and what they’re passionate about. A successful social media strategy starts with defining audience personas. It is a semi-fictional representation of your ideal customer or core audience, based on market research and data you collect about your existing customers.
When building an audience persona, gather key information about your current customers or visitors, including demographics, career, behaviour patterns, interests, etc. Keep in mind that a brand can have several audience personas. For instance, let’s say a brand sells marketing software. They can have one audience of a digital marketer who would use the product, and another audience of the C-suite executive who would be responsible for purchasing the software.
Aside from identifying, understanding who your customers are can help determine which marketing platforms your brand should focus on, and which ones you should ignore.
For instance, if you are selling apparels for teenagers then your audience will be kids between the ages of 12-17 years. Understanding the behaviours and interests of your target leads to focusing on social platforms like Instagram and TikTok. However, don’t relay too much on what is working today. Always keep an eye on new social media platforms as they have an amazing growth opportunity.
- You’re not speaking with your audience
Using social platforms to promote a sale or encourage people to read your blog shouldn’t be the centre point of a social strategy. Community management and social listening are a crucial part of any successful social media strategy.
- Community management focuses on user retention and building brand loyalty with your existing customers.
- Social listening involves keeping track of mentions or discussions about your organization or brand on various platforms.
Therefore, a brand should always respond to both positive and negative comments and reviews to build a community of engaged followers who will become your loyal brand advocates.Use tools like Buffer, Hootsuite, Google Alerts, and another social media monitoring tool to set up alerts for mentions of your brand name, product names, branded hashtags and names of executives.
- Your strategy and tactics don’t support your business objectives
Another mistake that people make while making a social media strategy is their strategy don’t support their business objective.
For instance, a business objective for a brand that sells apparels is to sell their new customizes t-shirt. As a result, their social media strategy is to create content for both paid and organic to direct customers to their website to purchase customizes t-shirt. With a social media strategy in place to support its business objectives, they can now implement several specific tactics, such as increasing web traffic to blog posts that demonstrate different customize t-shirts for winters. Finally, now that the tactics have been defined, the company can create social posts that will help them achieve their business objectives.
So before creating any social media content make sure your tactic is within your social media strategy which supports your business.
- Not tracking key performance indicators (KPI’s) weekly, monthly, or quarterly
The only way to measure the success of your social media strategy is to regularly measure your KPIs to determine which tactics are working, and which ones aren’t.
Track performance on a weekly, monthly, or quarterly basis. Weekly reports can help identify the content types your customers engage with the most, and content or topics they are more likely to respond to. These are some of these key metrics you should track every week:
- Growth of the followers – How many followers you gained in last week
- Engagement – The number of users interacting with your content
- Reach – Number of users who saw your content
- Clicks – How many users click on your post
- Conversions – How many users complete a specified action–like sign up for a newsletter, read your blog post, made a purchase, etc.
Tracking your monthly report as it will help you to identify the signs of growth like new followers, engagement and conversion. Monthly performance reports can also help identify trends that can help you to shape your overall social strategy, like identifying the best times and days to post for maximum engagement.