Chances are that if one is regularly getting online (and is equipped with a pulse), then they have had run-ins with social media sites. For small business owners looking to cheaply market their service or products, social media is naturally the first step in creating a brand. However, many social marketers find themselves distraught when stagnation sets in a couple of months into their campaign. Small Business Trends reports that 39 percent of small businesses, though, are seeing a return on investment from their social media use.
What are the successful sites doing better than the majority? Is revenue generation limited only to those with the largest following, or is user error clouding success rate? Here are some things that could be being done wrong…
Other Business Problems
What is worse than low social media numbers is low social media numbers partnered with low sales volume. If a product lacks a following, it’s likely that its page will as well. Sites like Facebook, Twitter, and YouTube are marketing enhancers, not miracle workers. If one can’t build a clientele base in the first place, it’s unlikely that they will organically grow via the Internet.
Not Forging Connections
Although sites like Twitter and LinkedIn are almost primarily used for building connections, Facebook and YouTube seem to get lost in the mix. If Facebook is one’s primary social site, it’s important to make sure that connections are just as crucial to the model as content generation. A group of friends on a particular page represents a loyal demographic, and tapping into their friend base and pulling a couple of mutual beneficiaries out could provide essential value.
The 80/20 rule is a content-sharing rule invented by Mari Smith. The rule is, as stated, that 80 percent of the time a marketer should be sharing a mix of inside and outside content with no sales agenda. The other 20 is spent proposing sales. A page with constant advertising runs the risk of boring their audience, while the inverse is a soft model for anyone trying to make money. The 80/20 rule is a worthwhile constant to track through analytics.
Be More Consistent
A lack of consistency may be the most glaring problem facing unsuccessful social pages. Fortunately for business owners, it can easily be fixed with some proper scheduling. Not providing a page’s fans with consistent content is like closing the valve of information between viewer and provider. For a social site to function properly, the viewer must always be interested in what’s coming next, and when they are, success clocks in.