Download Social Media Fails

TECHNOLOGY & SOCIAL MEDIA
BY SYED RAZA
Social Media Fails
How companies miss the mark with half-baked digital strategies
N
PITFALL 1
NOT BEING ACTIVE ON
SOCIAL PLATFORMS
Social media is the new way to deliver and
receive news in an instant. If a brand’s
social platform remains dormant, the
chances of their content being viewed
decreases drastically. Users appreciate new
content delivered regularly to keep them
interested. That is not to say that doing the
opposite is any better. Overdoing posts can
be just as much of a turnoff for potential
clients.
Find a proper balance of how often to
post, and also, when. Quantity tends to
vary across different platforms. For example, users generally post more frequently
on Twitter than Instagram. Ensure you
keep content running in a timely manner
to assure your online base is elated and kept
up to date with your content.
PITFALL 2
NOT ENGAGING WITH USERS
Whether responding to feedback, questions, or concerns, ensure you actually do
respond. Let your current and potential
clients know that they are your main priority. When customers engage with your
company and receive engagement back,
they feel comfortable with the company.
But it’s not just responding but
responding in a timely fashion. Most people do not like to wait around for an answer
or solution, and in some cases, will give up
and move to another company or brand
that can provide them with timely help.
28 FORUM MAY / JUNE 2017
PITFALL 3
HAVING NO SOCIAL
MEDIA STRATEGY
Social media for your business is the same
as playing a sport. Without a strategy, your
chances of success are a lot lower. Imagine
playing a basketball game with no knowledge of who is playing what position or
what plays to utilize?
Luckily, many resources can help you to
carry out your social plans and strategies.
Sites like Hootsuite and Buffer allow users
to schedule posts daily, weekly, and monthly. These sites can affirm that you have a
constant high-quality content flow going.
Whether you are doing the digital marketing yourself, or if you have a team, ensure
that there is a strategy being implemented
and agreed upon. Therefore, you will
always be prepared.
PITFALL 4
NOT INVESTING
IN OWNED ASSETS
Where there is greater risk, there is greater
reward — in most cases. Social media marketing can increase revenue exponentially
simply due to the volume of potential
users. But to get there, expect to invest
money into your platforms first. Many
social platforms such as Twitter and
Facebook give users the option to boost
posts or run campaigns. You simply pay a
certain amount and your posts and their
reach are amplified in accordance with how
much financing you backed it with.
Investing in tools to enhance blogs,
posts, and metrics is also extremely important. For example, if you plan to create a
plethora of video posts, consider investing
in proper videography equipment and
editing software. If you are building your
business from a personal blog, ensure your
blog is appealing and professional, and
consider purchasing your own domain.
The more you are willing to invest, the
more value your social presence imposes.
While social media has a vast amount
of benefits, it can fail if not tactfully
approached. The best practice is to analyze
brands from both perspectives — brands
that have risen on social media and brands
that have fallen short. By doing so, you can
see what strategies work for increasing revenue and clientele, and what strategies
could negatively impact your brand. When
used properly, social media has been
proven to aid companies in excelling and
maximizing their presence, both in the
online world and the real world. Avoid
mishaps and you’re on your way to social
media success. 
SYED RAZA is the director of marketing at
LSM Insurance in Markham, Ont. He can
be reached at [email protected].
HOW TO REACH US
On Twitter:
@advocis @deannegage
On Facebook:
facebook.com/advocis
On LinkedIn:
linkedin.com/company/advocis
PHOTO: ISTOCKPHOTO
early every brand today is on
social media. With the advancement of technology, social media
has a vast impact on not only
increasing reach and influence, but also
increasing potential clients. But when used
incorrectly, social media can have the
opposite effect on your business. Consider
these four no-nos.