Why doesn't social media work

3 reasons your social media strategy isn't working

"Social media doesn't work for my company." Unfortunately, one hears this sentence far too often. A lot is currently changing in the world of social media. On Facebook, for example, it is becoming increasingly difficult to organically reach a large number of followers and to achieve a high level of interaction. Other, younger channels come to the fore - and of course they have to be played in a completely different way and above all with different content. Many marketing and communication experts let themselves be put off by this and just carry on as before. They miss out on the great potential that social media offers them as part of the marketing mix. These three mistakes are particularly common - and are actually easy to avoid.

1. Your target audience is not well defined

The be-all and end-all of any communication strategy, and social media are no exception, is a precisely defined target group. This is the only way to avoid unnecessary wastage. Brands can theoretically reach countless people via Facebook, Instagram and Pinterest. That is why it is all the more important to determine exactly who your content should address. This is the only way you can know and determine what your content should actually look like.

And: You want to connect with your audience via social media, they should identify with your brand. Facebook groups, for example, can be a good tool for personal topics - in the B2B area, expert contributions via LinkedIn or XING might fit better into the strategy. In order to conduct such evaluations, you need to know who exactly you are trying to reach.

2. You are not consistent in your posting strategy

Especially on channels like Instagram, it is important that you consistently stay with the frequency of your postings. Social media algorithms love consistency! When developing your strategy, think carefully about how often you want to be active in the different networks. This increases the chance that your content will actually be shown to as many people as possible within your target group.

It doesn't have to mean that you post content on all channels on a daily basis. Better to look carefully at how much relevant content you can produce. Of course, this has to do with both the topic and your human resources. Don't forget to schedule time for community management here, too. Replying to messages and comments can take more time than creating content in certain subject areas.

But back to the posting frequency: If you regularly publish content at certain times, you not only make it easier for your target group to interact with your brand in the news feed. You also gain the trust of your followers and thus strengthen the image of your company. And: When someone visits your profile for the first time, they see that it is regularly updated - and so much prefer to come back or, ideally, follow your channel directly.

3. You only rely on building followers instead of engagement

Many social media managers pay with their activities only to gain new followers. Of course, it's important that your fan base grows. But social networks work differently - they are communities that are about exchange. And that can only happen if you have the right people among your fans. Fans who interact with your content and who could ultimately be interested in your product.

The more fans you have, the lower your engagement rate will be at some point. It is a natural process. But still, it's important that the followers you attract are genuinely interested in your content. Follower numbers in the millions are only actually a success if there is at least a chance that they could also convert.

Time to change your strategy?

Your success in social networks depends on a well-defined - and realistic - strategy. Think carefully about what you want to achieve with your content, who should consume it and how you can implement it. And of course it should be clear that this strategy has to be reviewed regularly and adjusted if necessary.