3 Reasons Why Your Social Strategy Is Failing
More consumers are using social than ever and Fortune 500 companies have taken note. In fact, as of 2015, almost every (98 percent) brand now relies on a variety of social platforms to target their audiences.
But having a social presence doesn’t equate automatic reach or success in driving leads. So what do communication and PR professionals need to do differently?
First, they must locate any missing or incomplete pieces in their social media strategy. Here are three reasons why your brand may be missing the mark and how to revamp your social strategy to ensure success on a larger scale.
1. Going Solo
Does your brand rely on one person to support all of your social media needs? If you put social in the corner, your brand won’t shine; it will experience one misunderstanding after another.
Plus, if you separate social media, the resulting disconnect will be noticed not only across departments, but also publicly.
Bypass potential social crises by sitting down with members of each department to understand their needs, concerns and questions about the platforms. Assess if you’re targeting your audiences properly by working to identify which department will benefit from what platform.
2. Closed Ears
How does your brand filter through the 500 million tweets sent each day? If you aren’t part of the 37 percent of marketers using social listening, your brand won’t flourish on these platforms.
Additionally, if you keep your brand in the dark, you’ll unknowingly support the same silos you tried to break down by involving other departments in your strategy.
With the right social listening software, you can ramp up your customer service reputation by tracking customer complaints, or flag social conversations as potential sales leads. Track each department’s concerns and draw insights from the resulting data to help you push past competitors and establish your brand as an industry leader.
3. Missing Metrics
What is your brand doing to calculate and prove ROI from social? If you’re simply noting the number of likes and retweets, you won’t be able to properly garner the attention and monetary investment your social media strategy deserves.
Furthermore, if you’re spreading measurement across three tools, you’re not likely to feel confident with the insights you’re handing over to stakeholders.
Turn to a single platform that can monitor, track and analyze your social efforts in real time. By condensing your data into presentation-ready reports, you’ll be prepared to ask for a bigger slice of your brand’s marketing budget and you’ll have all the data needed to back up your proposition.
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