When NOT to use social media
Social media is a great tool to use to reach your audience, get your message out there and grow your audience as well as your business profile. But why is yours not working? You’ve tried everything you know how to do and still, nothing.
Here are a couple of instances of when not to use social media as a marketing tool for your business.
Your audience isn't there
As much as social media is hot and trending as a communications channel, it does not necessarily mean that the people you are trying to reach are there. Even if they are, perhaps your product does not belong on socials. Before you invest any time in developing a social media presence, do your research. Is your audience on social media? What kind of media do they tend towards most? What kind of content do they prefer to consume and respond to? The internet is a big place, and there are many avenues to explore outside of social media. In fact, you may want to go back to “old school” marketing tactics like setting up a stand at the mall, promoting on the radio, or handing out flyers in the street. There is no point in using flashy, new tactics if it won’t reach your target market.
You can’t afford it
Social media can be a DIY project. But that does not mean that it is free. As much as you won’t necessarily be in cold hard cash (although to successfully sell you’ll more than likely have to boost/sponsor) it will definitely be human capital. You will have to calibrate everything to ensure that it:
Is in sync with the current setting (zeitgeist),
Is at a scale which you think is going to fit,
Serves the purpose it is intended for.
You must study what your competitors see, see what they are doing - not for the purpose of replicating. The content that you create must be engaging so that your audience wants to know what you’re saying about your product/service and your brand. Over and above this, you must report and check in to figure out what’s working. Social media is ever-changing and you need to be up-to-speed at all times.
On the other hand, if you are not savvy in the field, you can hire a professional to do all this work for you, and do it right. Either way, you will be spending - money or no money.
You’re afraid of opinions
The internet is a brutal place. People will unequivocally speak their minds with no fear. Therefore, you too must have no fear. There will be both positive and negative comments about your brand/product/service. This may be due to a number of reasons. The price of what you are selling may come under some fire or the quality, the quantity, your turnaround time, etc. This should not be taken personally, and if you’re the kind to take everything to heart, perhaps social media is not for you. It is always about how you learn from criticisms. That said, you should not let people’s opinions scare you away from social media. Always strive to be the best at what you do and that will speak for itself.
You don’t update regularly
For many people, having an online presence and not using it well - or even at all - is worse than not having one. There’s nothing more frustrating than finding a source of information that has no information; not even not finding a source of information at all (at least then you know that it simply isn’t available).
If you’re not on top of your social media game, why should customers believe that you’re on top of anything else? Can they trust you to deliver anything in a timely manner? Are you up-to-date on anything?
Now, this is not to say that you should be talking just to talk. Content does not always have to be organic, nor does it have to say or do too much. What it does have to do is align with your brand, beliefs and voice.
Lastly,
You’re acting like a brand you’re not (or trying, anyway)
Coca Cola has spent years and millions of dollars building its brand and repute. So has Nike, Apple, etc. if you are trying to model your social media marketing strategy after any such brand, you have probably lost the plot.
There is nothing wrong with aiming high, yes. But as they say (and clichés suck, but) Rome was not built in a day. It is unlikely that, if you take their ideas and try to make them your own, they will work. Consumers are going to need to be constantly reminded of who you are and what you’re trying to achieve and why. Also, why they should care.
You are going to have to spend some time and - probably - money building your brand, gaining your audience and then growing it.
Social media can be such a powerful asset and an excellent opportunity to connect with so much more of your target audience than most other forms of marketing. However, it’s not for everyone. And you may not be a fit, while your brand is. Don’t be afraid to seek assistance. People are out there waiting to interact with you and your brand.
Go got ‘em!