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Disappointing Social Media Results? You – Not Facebook – Might Be the Culprit

Social media marketing is one of the fastest growing areas of advertising, along with mobile marketing (and the two are not mutually exclusive), and some companies have jumped into the social media waters with insufficient information or professional advice and found the results just a little tepid.  If you’re using Facebook, Twitter, and similar sites and the response is less than you’d hoped, you may need to take a look at some of the cold, hard facts that often point back to the marketer.  Keep in mind that developing a successful social media presence takes time – you have to acquire followers and get the word out – but if you’ve been in the water for awhile with few nibbles, you may need to reexamine what you might be doing wrong.

Needing to stay adaptive to the ever-evolving world of social media marketing is a must.  The sheer amount of information that is out there on the web is overwhelming, and if you’re going to stand out in the crowd you have to stay on top of trends and remain relevant.  That takes work, and it takes being aware of what’s happening in the social media world.  Since most marketers don’t have the expertise for that, this is one area where an SEO firm experienced in social media marketing can be beneficial.

Here are some of the mistakes that many business owners who work social media on their own (or even with the aid of an internet marketing pro who may not have social media experience) make:

  • Boring content.  Readers only have so much time, and there is a lot of competition for their attention, so if your content is blah or irrelevant, they’ll pass and move on to another marketer that’s more in tune with their needs and interests.
  • You only get one chance to make a good first impression – don’t blow it.  You need to grab potential “friends” with the first few words or you’ve lost them.  And you won’t get a lot of chances – those potential followers won’t be back.  Not only that, they may let others know not to waste their time.  The last thing you need is a thumbs-down.  It’s worse than no likes at all.
  • Lack of visual appeal. Most online users are drawn to the overall appearance of what they see on the screen.  If they don’t like what something looks like, they will move on.  Appropriate graphics and well-planned use of attractive photos and images can reinforce a positive overall feel to your social media page.  And don’t clutter – too many photos, charts, and images can be just as damaging as none.
  • Plug-ins that don’t work.  If your main site lacks a Facebook or Twitter plug-in or it doesn’t work properly, you could be losing a vast source of potential consumers.  One click to make it easy for your reader to share you with friends is vital.
  • Too many links to click through.  “Click here” is the name of the game for most users, and while it can facilitate moving your reader through to an appropriate destintation, too many of them will cause a visitor to say, “Enough already” and abandon ship.  Short and simple and as few clicks as possible to bring them to where you want them to land is the best policy.
  • Vague messages.  Okay, they’ve arrived at your Facebook page, what do they do next?  If you haven’t got a good, clear call to action, you may have plenty of readers and followers but no results.  You can’t blame that on Facebook; you have to direct traffic and let your visitor know what to do next.

If you have questions about how social media can work for you – or if you’re disappointed in your marketing efforts so far and need a second opinion – give us a call.  We’re no strangers to the world of social media marketing.


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