You’ve probably heard at least one outrageously successful story about a businesses that’s killing it on Twitter. But that doesn’t mean all brands will get the same kind of success on Twitter—even if they’re in the same industry. You see, the best social media strategies don’t start with clever, compelling content, a plan for when and how often to post, or finding key influencers.
The best strategies are built on one factor: finding out where the business’ target audience hangs out.
Let’s uncover why this one step is so important and determine whether your business needs to pull the plug on a social media account that’s not pulling its weight.
Fan numbers is NOT what it’s all about
Let’s say your business has been diligently posting to its Facebook fan page for months, slowly building up followers. Now, you’re entire office is proud of its 50,000 followers and your marketing team is glowing from their efforts. While seeing five-figure numbers can make anyone giddy, what counts is not the total number of fans.
What does count is the quality of follower. You see, it’s possible to have a lot of junk fans, or people who aren’t really interested in your products or services and who will never share or like your posts. These fans hold absolutely no value for your brand. Zero. Zilch. Nada.
In fact, these kinds of fans can actually damage your brand, because they wreak havoc with Facebook’s algorithm for what shows up in real fans’ feeds.
Engagement DOES matter
Again, having a lot of fans—or even a respectable number—don’t mean much to your brand if they aren’t the right kind of fans. Social media platforms are ideal for promoting your brand, educating consumers about your products and services, and driving engagement. But if your fans do little to promote and influence other users in the social stratosphere, you’re probably not on the right platform—yet.
You can test your fan base by posting different types of content to see which—if any—content is liked and shared. For example, photos or videos usually achieve a high engagement rate on social media, due to their inherent ability to relate story. If you regularly post graphics but users don’t click through to links or share, that’s a good sign that your audience isn’t engaging, and you could be on the wrong platform.
Don’t beat yourself up about it
So, you’ve found yourself in the unenviable position of deciding what to do with failed social media efforts.
Should you ditch social media and go back to billboard advertisements?
Often, it’s the process of trial and error that leads brands to some of the most effective strategies. If you need to let go one of your social media accounts, that’s OK. Try another platform, but this time, start slow. Grow your brand on the new platform by carefully evaluating the quality of followers and testing engagement.
A leading content marketing company recently offered” their Facebook account after evaluating its efficiency and ability to drive engagement. And they haven’t looked back. Instead, they’re seeing real value in building their brands on other social media platforms where their primary audience lives—and interacts regularly.
Is your business suffering from low fan numbers of social media?
Have you investigated the quality of your large fan base?
Your team may have put all of its eggs in the wrong social media basket. Often, small businesses don’t have a marketing expert on board, or if they do, the employee simply doesn’t have the time to handle the additional tasks of driving a social media campaign.
Outsourcing the job to set your business up with a plan can go a long way toward building a solid foundation upon which to grow your brand’s social media presence.