In spite of your striving, your social media efforts just aren’t connecting with people. You’re not getting replies or even “likes,” and your number of followers has been stuck for weeks. It can be tough to identify the problem, but these are some of the reasons that businesses find themselves being neglected online.
1. You may not be updating as much as you should. Constantly update accounts, share information, talk to others, and be part of the online community. If it’s hard to find the time, make it part of your schedule, or delegate the task to a social media marketing firm.
2. Or you may be updating too much. Don’t post five updates a day; you’ll overexpose yourself and make it a burden for others to keep up. Look at how often others update. What works for them? Don’t be afraid to experiment, and don’t hesitate to discuss the question with other business and marketing people.
3. You may not be responsive enough. The key word in social media is “social.” Take the time to answer questions. Provide useful details, links, and recommendations. Find the people who are discussing your business and hop into the mix. If you aren’t responding, people feel they’re being ignored, and some really will take it personally.
4. Don’t always be selling. It can actually alienate customers. Keep it low-key. Let them get to know the person behind the brand. When Bill Gates delivers a speech about higher education, he’s not selling anything, but he’s still marketing for Microsoft. When people feel they’ve built a personal connection with you, they’re more interested in what you have to say.
5. You may not be offering real value. While there’s nothing inherently wrong with personal or tweets or posts (see #4 above), your goal is to create a framework for your sales and marketing. Offer promotions and discounts, surveys, superior customer service, and superlative content. You want consumers to look forward to the useful info, the practical tip, or the great bargain that you’ll be offering next.
6. Promote your web presence. Make sure people actually do know that you’re on Facebook, Twitter, LinkedIn, and YouTube. Customers aren’t going to find you without a little push in your direction.
