There’s no longer anything “new” about social media marketing. Businesses have been successfully using social media outlets to promote their brand and engage with customers and prospects for years now. Social media activity is essential to a marketing plan because it’s where the people are. Millions of people check into social accounts on a daily, or even hourly, basis. Social media has become part of the larger picture now that social signals feed into the search engine ranking algorithm and help to convey trust to the search engines. It seems like a no-brainer to be active in social media, but there are certain challenges that businesses often face.
Here are 4 common social media hurdles that businesses must overcome:
Resistance from the higher ups
While it may seem like every business today is using social media and promoting their social media pages, that’s actually far from the truth. There are plenty of businesses out there of all sizes and from all industries that still have no social media presence. This is usually due to the fact that the higher ups within the organization still don’t “get it” and don’t see how it can actually improve their bottom line. While it’s true that social media marketing is a long term strategy, it can absolutely be beneficial to a marketing program as long as you are using it correctly.
Confusion about how to use it
Social media for personal use and social media for business use are two entirely different animals. While it may be OK just to test things out and see what’s what for personal use, it’s necessary to go into social media with a plan for business purposes. You wouldn’t attend a trade show or begin a new ad campaign without planning for it, right? Social media requires the same effort. If things aren’t organized or there is no structure to the strategy it’s easy to feel overwhelmed and confused and throw in the towel when you don’t see immediate impact. Stick with the plan and make tweaks as necessary as you begin to see what’s working and what’s not.
Lack of content to share
The purpose of social media is to be social and share with one another. If you don’t know what your social posts should consist of it will be difficult to gain any momentum. Get to know your followers and what they expect from you on a regular basis. B2B decision makers are typically looking for content that can help guide them and allow them to get to know a business and its practices. B2C consumers are often looking for special deals, promotions, and offers and tend to use social media as a customer service tool.
Lack of time
You need to be willing to invest resources in social media in order for the strategy to have any impact. You have two choices. You can make sure that someone in house can handle it and build it into their schedule. Or, you can outsource the social media work. A social account that is only checked every so often when some time opens up isn’t going to generate much interest.