Why your social media strategy is failing
- Mar 26, 2018
- 2 min read
I'm often hired to look at an existing social media strategy and work out why it isn't meeting the brand's objectives.
Once you have identified why your current strategy is failing, you can make changes to achieve your company's goals.
This is the most common reason why a brand's social media strategy is going wrong:
Your statistics are irrelevant!
Everyone loves a nice statistic, as it makes it sound as though there is some sort of logic underpinning your strategy.
This is only true if the statistic you're citing is relevant.
For example, your client is a major car manufacturer. You are asked to prove that Facebook is a good channel to engage potential and actual customers, and sell cars.
Bad statistics:
a) Online adults (94%) are most likely to follow a brand via social networking (source: MarketingSherpa)
b) In 2015 Facebook influenced 52 per cent of consumers’ online and offline purchases, up from 36 per cent in 2014 (source: The Drum)
I mean, that's great - these are nice statistics, but they'd be even nicer if they were remotely relevant to the strategic goal you've been set.
Good statistics:
a) 84% of automobile buyers are on Facebook
b) Facebook adverts for cars are twice as likely to be clicked on than adverts for other products
c) 66% of car buyers or owners who saw an automobile ad on Facebook clicked on it
d) This is a 100% increase since 2014, showing car buyers’ interactions with Facebook ads are growing rapidly
These are good statistics because they are relevant to the particular industry or sector you are examining, they focus on the specific social channel and they make a logical argument.
Comments