Reason #6 Why Your Social Media Sucks: You’re in the Wrong Place

28
Mar 2012

Welcome to our new series “Top 10 Reasons Why Your Social Media Sucks,” where we point out many common mistakes that prevent businesses from reaching the full potential of their social media marketing. Stay tuned for more missteps, errors, faux-pas, and boo-boo’s every Monday and Wednesday ’til the list runs out!

The Problem

fdrwrSo far in our series, we’ve covered the mistakes of the “what,” the “how,” and the “when” of your approach to social media.

Now let’s take a look at where your content is being posted. 

You know that point in the Bugs Bunny cartoons when ol’ Bugs pops out of the ground expecting to be in some glamorous, lush locale … only to discover he’s in the middle of a barren desert? Then we hear the famous line:

“I KNEW I shoulda made that left toin in Albakoikie …”

So maybe you’ve been pretty active in social media for a while and doing everything right … posting content that’s not all about you … timing your posts just right … saving the industry jargon for the boardroom, and … nothing.

What went wrong? Maybe you missed your left turn in Albuquerque—and wound up in a marketing wasteland.

When it comes to social media, all activity is not created equal: you need to bewhere your current and potential customers are, or you’ll be faced with a lot of wasted effort.

The Solution

Client: “Hey, Rach, can you get me set up on Pinterest?”

Me: “Umm, I can, but … are you sure your customers are active on Pinterest?”

Client: “I dunno … is that important?”

When you start integrating social media into your marketing strategy, it’s so easy to be drawn to every shiny object that comes into view. Pinterest is a great example: it’s new, it’s insanely successful, people love it, and marketers are lining up to grab their share of the pie … whether it makes sense for their business or not.

OK, campers, as Hans & Franz would say, “Hear me now and believe me later”: There’s no quicker way to sabotage your social media efforts than spinning your wheels in places where your audience isn’t.

So before you draft one more post, tweet, or update, take a close look at each of your social networks and make sure each one is helping you engage with your target market, not just the social Web as a whole.

Turnaround Tips

  • Go through your social networks one by one and get a big-picture impression of how much traction you’re getting with your target audience.
  • If you haven’t already, it’s time to start looking at your analytics at least once a month to see what’s working and what isn’t:

o    On Facebook, check your Page Insights.

o    For your analytics on Twitter and other networks, I really like twentyfeet.com; you’ll find it’s easy to use and reasonably priced.

  • As always, you can’t go wrong asking for your audience’s feedback; find out where they hang out in social media and focus your efforts on those networks.

So, how do you decide where to focus your social efforts? Tell us in the comments—we’d love to hear from you!

Read earlier posts in the series:

MythsFree Ebook: Top 10 Myths About Social Media for Business

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  • Added 5 figures to my business in less than 4 weeks

    Rachel took the overwhelm and stress out of writing content for my marketing campaign! When I approached Rachel, I was really concerned that I wouldn’t have the time to focus on writing copy for a lengthy marketing campaign that included sales pages, solo emails, newsletters and social media updates. Well, let’s just say I’m glad I hired Rachel because I couldn’t have done it without her support and expertise. I loved how she used my voice and words to craft content that helped me reach and attract my ideal client. As a result of working with Rachel, I added 5 figures to my business in less than 4 weeks, hundreds of new social media followers and exceeded my sales and list building goals! You know your marketing copy is working when you hear someone say, “I see you everywhere”. Thank you Rachel for helping me not only get seen by my ideal clients but get paid!

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    We are so happy to have hired Resonance for our social media needs. We spend most of our time serving our clients and studying our field so we can provide the highest quality possible. We no longer worry about our social media, as we have total confidence in the wonderful work Rachel and her team have accomplished.

    Our social media is active, promoted, and is ranking better than ever! People often comment about what they see on our Facebook page. Resonance has added a creative, and artistic twist to our social media that is appealing and captivating to our audience. This has allowed me more time to work with my team and clients, so I can focus on service towards the people that help our business grow.

    I know there will be wonderful content on Facebook, and that Rachel will answer to posts, comments and questions as soon as a comment arrives. I am often impressed at how quickly she responds! Thank you Resonance! I highly endorse Resonance and encourage companies who need social media strategies to work with Resonance! You won’t regret it! 

  • Produced ROI Result

    Form.io needed someone who could grasp the complexities of our product, capture the subtlety of our differentiating value propositions, and convey them in the right voice for an exacting customer audience…. Resonance delivered, by crafting a multi-faceted online content marketing strategy that drove traffic and conversion, producing the ROI result we were looking for….

  • One of the best “vendor” relationships I’ve ever had.

    My company had little or no time to spend on social media. Our needs were to ensure a steady stream of posts across three platforms (Facebook, LinkedIn and Twitter) by harvesting and re-purposing content from our own site and news streams. So I contacted Rachel Parker of Resonance Content Marketing.

    The result was two-fold. Not only did our ranks of followers grew steadily, the steady drip, drip, drip of content helped us train our personnel and direct their own individual social media efforts.

    Rachel and her team are extremely organized and open to discussion and new ideas. They deliver a rapid response to new opportunities — and an overall feeling of being on the same team. One of the best “vendor” relationships I’ve ever had.

  • Increased our likes and interaction rates

    Working with Rachel was a delight. Not only does she communicate very well, but she provided valuable insight about our social media platforms and followers. We have much better engagement with our fans and followers, which increased our likes and interaction rates.

     

  • Increased website traffic, New Lead Generation

    We were experiencing a lack of internal resources to consistently maintain the Ustream blog. So we turned to Resonance Content Marketing to write blog posts on current industry topics while maintaining a consistent tone with the brand. The result is increased website traffic, new lead generation from gated assets on blog, and better educated/qualified leads. And I now have more time to spend on marketing strategy with the confidence that the content we push out is extremely well written and engaging.

    Rachel is an amazing writer and has really managed to create engaging and relevant blog material on topics that aren’t always super interesting. On many occasions, she has been able to quickly turn around one-off requests and the results are always top-notch. She has also helped guide our content strategy based on her expertise in content marketing, which has been a huge asset to our team.

  • Event Sold Out Two Years In A Row!

    Rachel worked with me on creating a content marketing calendar and content for the Big Social Media Summit (Big SMS) three years in a row. She is very organized and knows just the right amount of posts on social, email newsletters and content to send.  Her content marketing efforts helping us sell out our event three years in a row!  I am expecting the same for October 2014.

    Rachel was hired to write content for our email newsletter and content for our social platforms. In addition, she had a budget to do advertising on social media. She participated in the event live and after the fact to assure buzz was created before, during and after the event. As a result, our event sold out.

    When I work with Rachel, I have total peace of mind.  I know that she is on target, on time, reliable and delivers over and above the results I expect.

    I trust Rachel totally with her ideas on strategy, marketing and the content used to not only promote our events, but also post on my behalf on social networks. I have been doing social media for 8 years, and I hire Resonance to post on some of my social sites as it saves me time, and keeps my social sites relevant and current. They always post great, engaging content that gets my social properties likes, comments and shares.

     

  • Professionalism and Sincere Desire to Help

    I just didn’t seem to be able to find the time or the right words to explain what I offer and how my company helps people accomplish their goals. Rachel was able to ask me some questions, do some research and capture my voice while writing my website copy exactly as I needed it to be written.  Now, the copy on my website is much more professional than what I would have created and having this task handled by Rachel and Resonance freed up my time to complete other tasks I am better suited to do.

    It was a joy to work with Rachel. Her professionalism and sincere desire to help was apparent from the first communication until the final delivery. I will definitely use Resonance again and highly recommend their services.

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