You are on all the right social channels. You are posting content consistently. But you are just not getting much value from your social media efforts. Here might be a few reasons why.
You Are Looking for More Responses
Is that really so bad? Should you be looking at that metric?
I know, I know. This goes against everything you have ever read about social media as a conversation. We write about the value of conversation all the time. But think about it, all statistics show that more than 90% of your audience consumes content and less than 10% will contribute. This is like having a conversation with someone who listens but simply refuses to respond…not much of a conversation, huh? But the content is what is keeping them around, they are learning and thinking and will respond in their own way. Keep working on getting responses, but there are many other valuable stats to look at too.
You’re Not Getting to the Right People
About a decade ago when I started consulting on social media that #1 concern was reputation management. “What will they say about us?” Most organizations have come to realize that Pandora’s box has been opened and people have the ability to say anything they want to say. That makes for a very noisy web. The response I have seen is that more and more organizations are responding by simply adding to the noise. FAIL
The key to an effective social media program is to get the right message to the right people at the right time through the right channel. This is nothing new in the world of communications. What is new is that people have many channels to choose from. Not long ago the choices were print, a few channels on TV and a few channels on radio. Now the choices are unlimited from blogs to text to social networking sites to video sharing sites. Our job is to make sure that our audience can get the message the way they want through the channel they choose to get it from. This is what we refer to as optimizing your communications for social media.
Social Media is Another Thing You Have To Do
If you are stressed about how much time social media takes, you are doing it ALL wrong. The speed you are able to get personalized articles delivered as opposed to searching through pages and pages of “old media” is truly astounding. You can schedule several posts, repurpose content for different channels and be alerted when your attention is needed. You should be using technology to save time. Not as an add-on while you keep doing things the old ways.
An effective social media program is about personalized channels and strategic data flow of relevant content. This creates value. Add in the ability for your audience to post their questions, insights, and reviews, what you get is conversation and community. The impact is enhanced business intelligence, more effective R&D, more successful marketing programs and increased customer satisfaction. If these are not the results your social media program is delivering, it is not working!