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Why Social Media Isn’t Working for your Business – and How to Fix It
“Social media is a complete waste of time. I’ve tried it, and it doesn’t work.”
How many times have you heard a business owner say this? Or perhaps you are the business owner who’s saying it?
The thing about this statement is it’s disguised as a fact when it’s actually an opinion. It’s a bit like somebody saying, “Dieting is really easy, I don’t see what all the fuss is about,” just because they managed to shed a stone of weight in a week. It all comes down to personal experience.
If you think social media isn’t worth your effort, you’ve probably had a bad history with it in the past. This is most likely because you didn’t quite know what to do to achieve the results you were looking for.
If social media didn’t work for your business, here are a few reasons why:
- You didn’t find your audience
Without putting a focus on appealing to a certain audience, you’re effectively just sending your posts out into the universe for everyone to see. It’s effectively the same as shouting into a large cave and hoping somebody might respond. With a bit of research, you’ll find your crowd across all social media platforms.
- You weren’t consistent
You might feel you don’t have time for regularly posting to social media, but unfortunately, algorithms favor people who have a consistent posting schedule. Posting regularly – which, by the way, doesn’t mean every day – will work in your favor.
- You were just trying to build followers
The bigger your follower count, the better, right? Well – sort of. It’s easy to get caught up in the number next to your profile picture instead of remembering the real reason behind your page. You’ll do much better with 200 people who genuinely care about your business than 10,000 who don’t.
If you’ve identified the problem, that’s a relief! It’s time to fix it by implementing the following simple tips:
- Make it clear who you are
Your followers are most likely following hundreds of other businesses as well as your own. To make sure you don’t become just another faceless brand, incorporate content into your posts that makes it known who you are. For instance, a Facebook post for construction companies could show off an impressive before and after photo of a project, or a seasonal discount for a summer or winter-related common customer issue.
- See what works well
The key to success on social media is to experiment with a huge variety of posts and see what sticks. There are hundreds of posts you could try out, each of them unique from the other. It’s a good idea to try out as many of these as you can.
- Look for your top commenters
… and see which content they react to best. If you spot a trend in which content most appeals to your loudest audience members, post this content more frequently. You’ll probably find that humor, images, videos and “trending” content like memes work best for engagement, no matter what industry you’re in.