7 uncommon issues that have a big impact on your social media marketing strategy
An inspiring social media strategy is now essential for companies looking to make a name for themselves online. But it’s rarely smooth sailing on social media, no matter how well-thought-out a brand’s strategies are. In this article, we’ll talk you through seven uncommon issues that could greatly impact your social media marketing strategy.
What is a social media marketing strategy?
A social media marketing strategy is a plan designed to guide a company’s work on social platforms. The best social strategies combine thorough audience research with key goals, to create a social marketing strategy that’s specifically designed to meet its targets.
Social strategies cover everything from how a company presents itself on social platforms, to the top platforms to use. They also include guidance on the best times to post, how to create content for social media, how staff should interact with customers on social platforms and how to approach social selling.
7 uncommon social media marketing challenges
Social media can be a minefield. Even the biggest brands encounter media marketing challenges, from unexpected dips in reach to falling follower counts. Here are some uncommon social media marketing issues that we always recommend teams keep an eye out for.
1. Depleted engagement
Always measure the engagement of social posts, bearing in mind that engagement can dip at any point. If you notice engagement starting to slow or even reverse, take a step back and reassess your social strategy. Check whether you’re attracting the right demographics. If not, start working on new content to pique their interest.
2. Difficulty attracting the right audience
Some brands see follower numbers growing, reach improving and engagement going well, but still struggle to achieve the goals of their strategy. Often, this is due to a disconnect that sees content being seen by users who aren’t likely to take an interest in the brand and its products. Make sure you really understand your target audience so you can create engaging content designed specifically for them.
3. A loss in follower numbers
There are many reasons why brands lose followers. Sometimes this can happen as a result of poor customer service or rising prices, but often it’s down to a faux pas that gets followers’ attention. And that’s why it’s always worth having a social crisis plan, complete with thorough guidance on what to do should such an event occur.
4. Declines in reach
Reach can decline at any point. Usually, if it does, it’s down to factors outside of a brand’s control. Keep an eye on your reach and be ready to make quick changes if you see it trending in the wrong direction.
If you do encounter declines in reach, check previous posts to see which ones received the best reach. Consider trying out new strategies like influencer partnerships to improve brand awareness and quickly boost reach.
5. Low interaction
Social media strategies should be designed to start conversations. Make sure your content plan is jam-packed with fun ideas that encourage engagement and get audiences talking. Incorporate questions, competitions and Q&As to boost interaction and strengthen your reputation at the same time.
6. Poor communication within the company
Some social media marketers struggle as a result of poor communication across departments. This often means that marketing teams aren’t aware of new targets and promotions that could be used to guide social strategies. Create initiatives within your company to encourage collaboration and teamwork to avoid this problem.
7. Lack of direction
Even the most inspiring social strategies can lose their way from time to time. If you find that your social media plan is suffering from a lack of direction, take the opportunity to start at the beginning and create a new plan with your current goals in mind. Don’t be afraid to rip up your original strategy – the best social plans never stop evolving.
Focus on your social media marketing strategy to avoid unexpected challenges
All kinds of issues can negatively impact a company’s social media success. But the good news is, a thorough and well-thought-out social strategy can help teams overcome many of these challenges. Create a data-driven social strategy with your audience in mind and you’ll be well on your way to reaching your social goals.
About the author:
Position Digital is a digital marketing agency that’s all about turning content into cash. We do SEO, content marketing, digital PR, outreach, email and social marketing with heart and grit – and we love working with startups and growing brands. Follow us on LinkedIn or Instagram to get in on the action.