There are several things to be said about effective social media marketing. One of them is that social media is not static. If you’re being effective with a social media program it is often because you are doing many things right, not the least of which is continually making adjustments.
The famous quote from Albert Einstein says it best – “Insanity: doing the same thing over and over again and expecting different results.” There’s not many other places that this phrase holds more true, than with social media marketing.
If you are not getting real results with your social media marketing, there is only one reason. What you are doing in one or many areas isn’t correct. Lack of results in this space isn’t because social media doesn’t work, it’s simply due to missing activity, improper strategy or most importantly improper activity that is preventing your desired results.
You need to ask yourself a simple, but extremely important question and answer it honestly. Not only do you need to do this, but you also need to be prepared for the answer you uncover.
Are you getting the results you expected from your social media marketing efforts?
If you are able to be honest with this question and accept the real answer, then you need to weigh the options.
Answer = No
If you have answered this all important question honestly as a resounding NO, then you need to make some adjustments to what you are doing. But you can’t make adjustments for adjustments sake. You need to know what you don’t know and that requires information.
There are not too many other marketing disciplines that have a bigger learning curve than social media. There are so many best practices, tools, mistakes and resources required, most professionals take years to get up to speed. What’s more? Things in social media change on a daily basis, making the learning curve even more challenging.
Ask yourself these questions:
1) Do you know what you don’t know about social media marketing?
2) Do you have the time and ability to learn what you don’t know and execute it well enough to get results?
3) Are you spending more time learning about social media, then you are executing it effectively?
4) What 4 things are you currently doing in your social media program that are alienating your audience and results?
5) Do you have a detailed strategy and is it the correct strategy?
Hard questions aren’t they? Doing social media marketing is easy, getting real results is not. You may need to make some adjustments. What are your options?
Learn – There are many books, consultants and courses out there that teach social media marketing. I suggest doing a lot of research because many are from people who have never really achieved social media success, other than promoting their celebrity, books or training.
Invest – One option is to hire a social media professional or agency to handle it for you. Find one that has the experience and expertise to execute your social media management well. Tip – If someone tells you they can do that for $500/mo or less, run. It takes far more than that to make social effective.
Refocus – Another option is to seriously consider whether your brand, product or niche can be effective using social media and/or whether you can afford to invest the time and money required to make it a success. I personally believe almost every single market can be effective with social, but that only depends on having the proper knowledge, experience and resources.
Answer = Yes
If you answered YES to getting the results you expected, you’re not even close to finished. Fine tuning and refining what you’re doing will uncover new opportunities to increase your current results. At this stage of your social media efforts, discovering which components of your strategy and tactics are the ones that are contributing most to your results need to be accurately identified and leveraged.
Ask yourself these questions:
1) Do you know the tactics, strategies, topics and content that is getting the best results?
2) Do you know which of these are not getting the best results?
3) What activities need to be adjusted upward to increase the results you are getting and how much of an increase of these activities is scalable?
4) Does removing less effective activities impact your overall results positively?
5) What missing components could be added to what is working well to increase your net results.
Now let me be very clear. When I say results, I am referring to REAL results. Things like traffic, leads, walk-ins, sales and revenue. I am not referring to soft results like engagement, likes, followers or branding. While these are also important metrics to track, they are not the measurement of whether your social media is actually getting results or not.
There are millions of marketers, brands and people spending an exorbitant amount of time attempting to execute social media marketing. At the end of the day, just like any other sales or marketing efforts, there needs to be a return that can be measured against the input of time, resources and money. Failure to understand this will doom your social media marketing to activity, low optimal output and little meaningful results.