With the recently announced shift in Facebook’s algorithm, many brands are looking at their social content with fresh eyes. Here are five reasons your social media may not be performing the way you’d hoped. Read the full article here.
- You’re Overestimating Your “Community” Size
- While it’s important to have a community, it’s easy to think followers are waiting excitedly for more branded content. The reality is users don’t really want to be friends with brands but they do want to know authentic ways your brand can improve their lives. Focus on proving your brand’s value rather than assuming consumers already know it.
- You Aren’t Using Paid Media
- The era of free organic reach is over. Organic content still has value in the customer journey but paid media helps ensure your content is shared with your audience when they are most likely to act. A little budget can still go a long way on social but paid media is necessary to any strategy.
- You Focus on Tactics Over Strategy
- Exciting new tactics emerge every day – but tactics without strategy can do more harm than good. A consistent strategy that utilizes appropriate tactics – both new and old – will serve you better in the long run.
- You Don’t Have All the Data
- Measuring, analyzing, and reacting to data correctly is integral to finding out what works and what doesn’t. Make sure that you’re not only tracking correctly, but that you also understand how attribution models work and how to interpret them correctly.
- You Try to Emulate Big Brands
- Brands like Coke and Nike always seem to have sky-high performance on social – but these brands have decades of equity behind them. Doing the same thing Coke does as a smaller, less-established business with a much lower budget likely won’t work. People simply don’t have the same associations with smaller brands yet. Focus on building that equity, then go to bat with the heavy-hitters.