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!
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 be where your current and potential customers are, or you’ll be faced with a lot of wasted effort.
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.
- 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:
- 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:
- Reason #10 Why Your Social Media Sucks: “It’s All About Me”-ism
- Reason #9 Why Your Social Media Sucks: You’re Posting Too Often
- Reason #8 Why Your Social Media Sucks: Not Posting Often Enough
- Reason #7 Why Your Social Media Sucks: Jargon and Industry-Speak
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