Planning, implementing and executing a successful social media strategy is easier said than done. There are many components that can influence how well your brand performs online. Here are warning signs of a weak social media strategy that you need to be aware of before your efforts turn upside down:
1) Lack of Focus on a Few Social Networks
There are many social networks that can be leveraged but ask your team: "Why are we using Facebook? Why are we on Twitter?" Facebook does have more than 450 million users but will this be a priority for you? It's tempting to chase the new, shiny thing and jump on the bandwagon without investing enough in a few specific social networks.
Focus on a few social networks to create a strong presence in a few venues compared to near non-existence on 200 social networks.
2) No Responsibility for Executing Social Media Activities
Putting your brand out there on social networks isn't just putting up a Twitter profile; it's a culture shift. When there is exciting news within your company such as a new strategic partner or an event that was very successful, these kinds of milestones should be shared with your market. Your clients are looking to bask in the glory of your success; give them that opportunity.
Consistency is necessary for implementing a successful social media strategy. If there is little to no activity on your social profiles, prospects will perceive it with less value and go to the next popular profile: your competitors' profile. Roles and responsibilities must be determined to have employees buy in and become an active part of the efforts online.
3) Daily Tasks are not Aligned with Social Media Strategy
Social media isn't like traditional marketing channels. Your brand can't simply have a Twitter profile and expect thousands of people to view your tweets and click your links. The reason why social networking is popular is because of the strength of relationships. It takes time to build and maintain those valuable relationships with your clients. Employees need to take the smaller steps to accomplish objectives.
Small steps include replying to conversations with clients and prospects, monitoring your brand keywords online, conducting competitive analysis, etc. But if there's a solid strategy in place, consider how the current day-to-day activities are aligned with the goals of the strategy.
4) Metrics Are Not Being Measured
It's important to have a few key metrics that will be used to determine if your brand's social media initiatives are a success or need tweaks. Without metrics, your strategy means nothing. The results dictate what worked, what didn't and what needs to change to positively influence those metrics.
5) There is No Social Media Strategy in the First Place!!
Steps like signing up for Twitter and Facebook is a great step in order to secure your brand's name but your brand can't just start posting haphazardly. Just because you have the accounts doesn't give you a good enough reason to start posting; that is not a recommended strategy for managing your social networks.
Ask yourself/your team, "do we really have a strategy?" If you're not honest about this, all of your hard work will mean nothing. If you don't have a social media strategy, stop putting it off and get started.
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