Skip to main content
Tag

social media

6 reasons why you should stop doing social media

By A Helping Hand, Customer Understanding, Marketing Performance

Social media: love it or hate it, it has become part of our lives, both professionally and socially. Even if you aren’t using it, I bet your friends and acquaintances are and they are bugging you to use it as well.

For this article, let’s put aside personal use and look at whether you should stop using social media professionally.

Consistency is king

Your followers and connections are a fickle lot. They will love much of what you post and then Share/Comment/Like/Retweet, right up until the point they forget about you.

Why will they forget? If you aren’t appearing on a regular basis. We all have so many messages chucked at us on a daily basis, including lots more connections and followers on social media, it is easy to forget someone and lose track of what is happening.

If you’re just Shouting

Social media is called social media for a reason. If you want it to work for your business, you need to be sociable. If all you are interested in doing is posting your latest special offer, you are going to be wasting your time. If this is you, you really should stop using social media.

You’re just being negative

If all you do is criticise others, particularly without offering a solution, you’ll quickly get a reputation. Check out some of our MPs to see what I mean. Nobody likes to be criticised, especially if you are just being negative and not suggesting an improvement.

You’re not there at all

Not being there at all is even worse than being inconsistent. This is particularly relevant when you consider the activity of prospective clients or staff.  Almost without fail, the first thing someone does when they hear about you is check your online presence. They find your website and then follow that with your social media presence. If your Twitter/LinkedIn/Facebook accounts haven’t done anything for 6 months, what are they going to think?

You’re better off shutting down your account than having one that hasn’t been used for some time.

No traffic being generated

Your social media activity is, presumably, being done to generate new clients. If not, I am wondering why you are spending valuable time on there. The question is: how much website traffic are you getting from your social media activity?

If you don’t know, I refer you to our previous blog about Google Analytics and then recommend you see how much traffic you are getting.

If you aren’t getting any traffic, there are three probable reasons:

  1. You aren’t saying anything worthwhile (see point two above)
  2. You forgot to put any links to your site on your profile or in your posts (has been known)
  3. Nobody who is likely to buy from you uses that social media platform (see next point)

Any of these are bad and you need to identify which one is causing the issues and fix it fast.

If you disagree, I have a challenge for you: nip down to your local bank and try and pay your mortgage with Likes!

Your Target Audience doesn’t use it

Are you using the social media platforms you do because you use them in your personal life and so know what to do (?!?!) or is there another reason?

Have you considered which platforms are the ones your target audience is most likely to be using? Let me give you some examples:

  • If you sell to Managing Directors of technology businesses, they are highly unlikely to be on Facebook (at least in a business mood) so activity on there would be a waste of time. Moving to LinkedIn (18,366 in the UK alone, plus another 8,648 CEOs) would be a far better option.
  • Launching a new restaurant in St Albans via LinkedIn may not be the best idea (although there are 84,394 people from St Albans on LinkedIn, including 1 food critic). Adding great images of the food and the restaurant on Instagram and/or Facebook may be more effective as people are thinking more about their leisure time

Signing Off?

Do any of the above resonate with you?  If they do, you need to carefully consider whether you should stop using social media for your business. After all, your time is precious and you need to maximise your use of that time to generate leads for your business in order to grow.

I hope this helps

[av_button label=’Want some assistance in working out what the Right Marketing Channels are for your business?’ link=’page,315′ link_target=” size=’large’ position=’center’ label_display=” icon_select=’no’ icon=’ue800′ font=’entypo-fontello’ color=’theme-color’ custom_bg=’#444444′ custom_font=’#ffffff’ av_uid=’av-2rvy7l’ custom_class=” admin_preview_bg=”]
social media likes

Likes don’t pay the bills – a targeting case study

By A Helping Hand, Customer Understanding

social media likesSocial media is a wonderful thing. Used well, it will drive brand awareness, maintain connections with your stakeholders and generate leads. But used poorly, it can chew up your time for very little return.

As you will see every 4th week, going forward from here, we will be using a case study to demonstrate what our blogs have been discussing for the previous three weeks.

An e-commerce company I have worked with has been using social media as part of its marketing mix for several years now. They would run competitions monthly to engage their followers and encourage them to interact and increase the reach of their brand. It seemed to be working too. The number of Likes continued to increase.

However, there was a problem. Our research showed that their typical buyer was a middle-aged man. This man lived in a suburban or rural location with a fairly big house and garden.  With an average unit sales value of around £300, the buyers needed to be fairly affluent.

When we ran the same research within their social media audience, the results were somewhat different. Middle aged women in urban locations were entering the competitions to win prizes that they would rarely use.

The audience they were attracting on social media was not there to get to know the brand, to flow through to their website and buy from them. They were simply there to win the prizes.

So what does this say about their social media?

They are attracting the wrong people!

But they have 1000’s of Likes and Follows I hear you say. The problem is that they aren’t getting what they really want: sales.

There is little point in spending time and money running social media campaigns that attract the wrong people.

The solution:

  • Post content that will attract their target audience.
  • Perhaps run Q&A sessions around what they sell to help people use their purchases more effectively.
  • Encourage customers to follow them on social media and post comments/images of their purchases in action.

What they need is their customers’ peers to engage on social media, so that they are tempted into buying. I’m not saying this is easy, but it’s got to be better than wasting money giving away stuff that isn’t encouraging others to buy.

I hope this helps

 

Key social media tips

By A Helping Hand, Social Media

There are nearly 12 million people in the UK on LinkedIn, 37 million Facebook Pages worldwide and nearly 40 million UK Twitter accounts. To be noticed amongst all these and to develop quality sales opportunities, here are a few social media tips that either I know to work or are tips that I have been given by people I trust who use them everyday. I hope they prove useful for you.

Social media is about helping people, it is not simply about broadcasting your sales messages.

  • There is a clue in the name in what you have to do to be successful – be socialable.
  • Build relationships so you know what interests your connections and what they are looking for in business terms
  • Provide useful and interesting material that shows you know what you are talking about
  • Be consistent so that you maintain the relationship and maintain your position in their minds for when someone needs your services.

Don’t sell – help

  • We have media recording devices at home in order to avoid most of the adverts. Your connections on Twitter, LinkedIn and Facebook will simply disconnect to avoid your adverts.
  • If you help people by making useful connections for them, they will return the favour – think Givers Gain.
  • Provide evidence on how you’ve helped others so your connections start to trust you.

Automate and outsource sensibly

  • Social media tools such as hootsuite or tweetdeck are useful but they cannot build relationships for you. Use them for scheduling some activity but remember that you have to interact to build relationships
  • There are lots of companies that will do your social media for you but they will never know your business as well as you do. Outsourcing does not mean letting go!
  • Use tools such as Tweriod to find out when your followers are online. Be active when your connections are active so that there is a greater chance they will see you.

Volume is only sometimes useful

  • 50 connections with good relationships on LinkedIn is better than 1,000 people who you know nothing about.
  • You won’t generate interested followers simply by following 1,000’s of others. They will only follow you if you can be useful to them.

Personal and business are different

  • Don’t set up a business using a personal profile on Facebook. There is a good chance they will find it and then simply delete it as it breaks their terms of service.
  • Personal profiles are about you. Talk about you and do it in the first person.
  • Business profiles/pages are about your business so use appropriate language and images.

 

I hope these prove useful for you and I will endeavour to update this when I find other useful snippets.