Think you’re all set now that you’ve got your social media plan in place? Think again! It’s only a matter of time before everything falls apart and you’re left wondering what happened. There are actually several reasons why you should be incredibly concerned about your strategy. Here are four things to look at and try to figure out how to fix before it’s too late.
#1- The Social Landscape Changes at a Rapid Pace
Sure, you have an elaborate and well-constructed system set up now. But how long will that actually last? Social media moves at a rapid pace, just like every other technology. Suddenly in no time flat your plan looks outdated and stale simply because you thought you were on the right path the whole time.
Well, you may be on the right path, but you still need to keep moving. That’s why it’s important to always research new methods, tactics, and even brand new social media platforms that come out. While not every single one will make sense with your business, occasionally one will hit it big – look at Vine – and you’ll need to hop on it to keep up with your customers.
Put it on your calendar – whether you do it one a week, once a month, or once every three months, make it a point to investigate where the latest social media trends are flowing.
#2- You Put All Your Eggs in One Basket
Similar to the point above, you think one social media platform will solve all your problems. You’ve built up a Facebook page or found tons of followers on Twitter and don’t think you need to do anything else. After all, it’s working now, why wouldn’t it work in the future?
Besides the points listed above, putting all your eggs in one social media platform basket can go awry at any point. You literally could turn around and see everything you’re doing fail because people aren’t interested in your Facebook page or Twitter account anymore. They might just simply get bored and there’s nothing you can do. It’s best to broaden your horizons as much as possible.
Instead of throwing all of your material on Facebook, divide it up. Minor update? Put it on Twitter. Got a great picture of your new product? Pin it on Pinterest. Need some feedback on a new list of items or services? That’s perfect for Facebook. Give your audience a reason to seek you out on every platform you’re on.
#3- You’ve Assumed Your Audience is All the Same
We all have preconceived notions of who our audience is. You sell skateboards and think you only sell to teenagers or you write business blogs and envision people in suits. However, that’s almost never the case, as our audience is way more varied than we imagine.
Unfortunately when you treat your audience as the same they end up being the same. What I mean is if you treat everyone like teenagers you will only attract teenagers, thereby limiting who buys from you. In the end, if your social media is aimed at one demographic without branching out, you’re going to saturate your customer base.
#4- You Did No Research
I don’t mean just research for the future, even though that’s still really important. I’m talking about research before you ever sat down in front of your computer and logged into Twitter for the first time. What was your strategy?
It’s like going into social media assuming you know everything about your audience already – if you think you know everything there is about social media, you’re going to approach it one way. Doing some simple research and planning ahead can help you avoid any hiccups you’ll find early on, which can in turn help your longevity.
Some questions to ask yourself before you research:
How does my audience demographic skew?
How often do these customers engage with social media?
How can I bridge my company’s output with the customers’ expectations and interests?