It can be helpful to take a step back from stressful situations and realize that not all can be accomplished in one day, week, month, or quarter. I sometimes refer to the advice given through Billy Joel’s 1977 classic “Vienna”. Joel writes, “Vienna waits for you” not as a literal destination but rather a metaphor for uncertainty. Joel’s lyrics state, “Slow down, you crazy child you’re so ambitious for a juvenile. But then if you’re so smart, tell me, why are you still so afraid?” Lyrics presently resonating with Social Media executives as pressure mounts for them to increase profit margins and satisfy investors.
There has been much uncertainty about the future of Social Media and its ability to thrive financially. Is it possible the social media bubble has burst? Of course, however, Social Media platforms continue to be an effective way for companies to gain market presence, cultivate a brand, and communicate with its customers. Emphasis on shaping corporate social media functions should constantly be evaluated in order to navigate the uncertainty facing the social media community. MJS Executive Search has put together a list of signs your Social Media strategy needs to be reevaluated:
By clearing defining goals and creating a cohesive strategy, you can effectively measure the success and failure of your social media campaigns.
Having a social media policy is crucial to avoiding potential public relation nightmares. Employees must be well versed on social media policies of your company to protect your brand.
Measuring a Return On Investment is an integral part of a social media strategy. Does your ROI consist of a monetary gain, or is your social media strategy in place for brand awareness and customer feedback. Clearly defining your ROI expectations should be key to your social media strategy.
Content! Content! Content! If content lacks consistency or quality, it is best if it is removed all together. Having large gaps in content (more than a few days) just shows potential followers, friends, and connections that you do not have a serious investment with connecting with them day to day.
Only responding to positive posts might seem as if a company is trying to hide something. While a company should embrace positive reviews and mentions, it must keep in mind that customers are also looking to see how you handle customer service problems.
Not responding promptly to customer complaints only shows that a focus on quality assurance is not a priority of your business. Leaving complaints unanswered enables a one-sided disparagement open to discussion.
Lack of original content makes your social media strategy look weak. Relying purely on the content of others only makes others look like the expert and not your company.
If you are losing followers, friends, or connections on a consistent basis, your social media presence lacks quality and is a key sign you need to rethink your social media strategy.
Paying for friend or followers is a poor investment decision. Not only does it go against the principles of social media, it discredits your organization and steers your goals away from quality content.
A focus primarily on achieving followers, friends, etc is not always a good practice. More followers do not automatically connect you with the right followers in the demographics you are looking for. A good strategy can help to quantify how many followers you should have.
If you have any tips you’d like to share, leave a comment!