By Holly Reisem Hanna
You see it everywhere, from your local news stations and big department stores to churches and schools in your area – everyone wants you to join them on Facebook and Twitter. You’ve heard about the major successes businesses are having with social media and you want your piece of the pie.
You've set up your accounts and you've been busy tweeting, pinning, updating your Facebook status and creating videos for YouTube. After weeks of pushing yourself into the social media realm, you’re drained and exhausted. And you’re not seeing the results that you had hoped for.
I hear this from a lot new business owners and bloggers, “I tried social media, but it just didn’t work for me”.
Social networking can be a wonderful tool to add to your marketing repertoire, but it has to done right for it to work.
Here are some probable reasons why your social media campaign isn’t working.
Many people hear the buzz about social media and they expect quick overnight results. But the truth of the matter is that social media is not a magic bullet. Like any other marketing technique, social networking takes time to develop and grow. You need to gain trust and nurture the relationship for it to multiply and thrive.
Well, what about all these viral campaigns we hear about? For something to go viral it either needs to be really funny (Evolution of Dance – By Judson Laipply), something truly amazing (Susan Boyle) or pure luck (Crock Pot Girls). For the average Jane, viral campaigns just don’t happen.
Think about it this way, did your spouse or partner demand that you go on a date or marry them? No. It took time to get to know each other; you had to be wooed and courted. Social media is the same way, you need to put in the time and effort to see the results – but once you do, it will happen.
Too Focused on Stats.
I’ll be the first to admit it – I’m addicted to stats. But with this said, stats alone are not a good measure for social networking. You may have 100,000 followers on Twitter, but if they are not your target audience it doesn’t matter how many you have. It is always better to have 100 highly targeted individuals following you, than 1,000 random people who don’t care about what you have to offer.
Don’t be fooled by big numbers, go for quality over quantity. Along with this, you need to be in it for the long haul. You can’t get discouraged after a month or two and throw in the towel. Keep the ball rolling with good content and conversation.
Most social media followings will start off slow and build little by little. As they grow, they will pick up momentum and your numbers will increase – it takes time. For those of you who are impatient and want to see faster results, purchasing a Facebook ad can be a quick way to increase your following. Usually I don’t advocate “purchasing” fans or followers, but because Facebook ads are highly targeted it could be a good way for you to go if you have the budget.
I’ve seen so many social media campaigns where they are just blasting their message at their audience. You need to remember that social media is all about being social. Respond to your audience, answers questions, solicit opinions and be responsive. Individuals want to know the face behind the voice. Let your community connect with you on a more personal level.
Remember social networking is meant to be fun, so have some fun, be silly and get creative.
If your social media campaign isn’t working, trying focusing time and energy on these areas. With a little practice, patience, and persistence you can increase your reach, build trust, cultivate new relationships, and successfully market your business.