Five Ways Brands Miss Opportunity With Social Media

What’s great about the social media space is we can reset & refine our current approach all the time as we identify high impact tactics that take the least amount of effort; all the while amplifying awareness and distinction.

But in order to build intense loyalty and future proof our brand(s), we need to be aligning our values & goals with our actions online.

And that’s where we often fall short – missing the basic fundamentals.

This is a great “what not to do” list for every social game plan.

• Not Paying Attention
  While 8 in 10 consumers will choose brands “showing interest in the audience,” half of consumers say they unfollow brands because of poor interaction.
  (See below.)
• Not Using Data To Its Fullest Potential Knowing the audience starts with studying signals to better understand what types of content attract attention and create meaningful interaction. Data is offered by all social platforms in order to develop content that triggers reaction.
• Not Acknowledging The Audience
  Showing interest in the audience is one of the most powerful tactics to deploy in the social space, and weirdly it’s one sorely overlooked.
  Look at this data from a recent study commissioned by Sprout Social. Interaction is the most important step to being seen as a robust, social brand.
  

  Fans hope for (expect) a response in a timely manner. Failure to respond can negatively impact the perception of your brand.
  The less interest we show in the audience – the less interested they become in us.

• Not Being Highly Visual
  A pattern we see year after year, people prefer to interact with images and video content.
• Not Making People Feel Something
  Consumers want useful, coherent, unpolished content – tapping emotions.
  
  
  
  Comb through your content and be critical – does each post fall through one of those buckets? It’s never too late to pivot and do better.

Given the fickle nature of audience measurement, we should focus on content that resonates (getting shared or saved), generates (comments & reactions), piques interest (clicks, subscriptions, downloads, etc…), and fully involves the fans; calling everyone by their name.

Because if we continue to not place more care in the content and value every interaction, we’re giving the audience permission to find and form loyalties elsewhere.

Let us know how we can help: lori@lorilewismedia.com.

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