How Companies often Fail with Social Media
For almost a decade now social media, like Facebook® and Twitter® have forever changed the way we communicate. These changes not only created a fundamental shift in the way we interact as a society, but has lead to new forms of content dissemination and changed buying habits allowing consumers to take control of the buying process. People are now able to quickly learn how a business engages its customers without even stepping foot into a brick and mortar establishment and can influence heavily the way a company shapes their business practices moving forward.
Although many companies have the opportunity to greatly benefit from these social media accounts, too often do we see these opportunities squandered or worse misused creating potentially damaging user experiences and reputations. The reason being that many businesses have seemingly missed the punch line behind creating such an account. When social media first gained a foothold into consumer markets many businesses jumped on the bandwagon without a real sense of how these new opportunities could be leveraged.
In fact, many treated their company social media channels the same way they did their personal pages posting things like images of their cats (seriously!), throw-back Thursday’s, or what they had for lunch. Others started them with the notion that this was what needed to be done, because every other business was creating one and then let it fall to the way side. Anyone who has ever managed a social media account for a business knows that gaining traction early on when your account and/or business is new can be difficult, but regaining that traction after it has sat idol for 3-6 months is way more challenging.
Why? Because people need consistency so that they feel engaged on a more personal level. If a business decides to stop sharing their user base begins to feel ignored and that there is no reason to come back - i.e. there is nothing new here. Moreover, social media is named “social media” for a reason - it is meant to interact with people and if you are a company that means sharing things that are not only relevant to your consumers, but genuinely benefits them. One way to accomplish this is by creating content tailored to your ideal customers on a regular basis. However, it is not enough to create content but to give your followers an opportunity to have an opinion - a voice - and for you to listen and respond accordingly.
By turning your social media channels into a hub of useful information where people interact regularly you not only create leads for your business but a reputation that makes people want to do business with you.