Where do brands go wrong with social media?
Targeting followers& aiming for engagement
What’s wrong with that?
Brands grow by reaching as many people within their target segment as possible on a regular basis.
What to do about it?
Through proper campaign goal optimisation – i.e. broad targeting to achieve the broadest reach possible within the target segment.
Relying onorganic reach
What’s wrong with that?
Organic engagement drops significantly from year to year.
What to do about it?
Produce less content but promote every single post.
Lack of brand elements
What’s wrong with that?
Brand elements are one of the building blocks of every brand. In order for branding to be successful, they need to be communicated regularly.
What to do about it?
Employ brand elements (logo, tagline, mascot, brand ambassador, jingle, etc.) as frequently as possible.
Or also:
Producing loads of content that won’t be seen by the target group
What’s wrong with that?
Content production is costly. And if published content is not seen by the target audience, then you’re throwing money down the drain.
What to do about it?
Produce less content but promote every single post.
Setting the wrong goals
What’s wrong with that?
Goals should be aligned with the never-ending acquisition of new customers. This is achieved by reaching as many people within the market as possible on a regular basis.
What to do about it?
Set campaign goals that achieve as broad of a reach as possible.
Inconsistent communication
What’s wrong with that?
The market must be able to tell at first glance exactly who’s communicating with them.
What to do about it?
Have a unified and consistent communication strategy: unified topics, a consistent visual style and brand elements, etc.
Aiming to go viral
What’s wrong with that?
You don’t get to decide whether your content goes viral or not. Attempts to make viral content only shatter the consistency of your communication strategy.
What to do about it?
Never aim to go viral. Take advantage of consistent, on-brand communication.
Minimum engagement within the target segment
What’s wrong with that?
Brands grow by reaching as many people within their target segment as possible on a regular basis.
What to do about it?
Broad targeting to achieve the broadest reach possible within the target segment.
