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Dealing with Struggling Social Campaigns

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Social media is, as you’ve likely come to learn, an uphill battle. Not only are your competitors striving for the same likes, shares, and follows as you are, it is also a challenge to balance time and effort between Facebook, Twitter, Google+, LinkedIn, Instagram, and other online assets. Dealing with struggling social campaigns becomes a main priority, and below you’ll find everything you need to know.images (1)

When is my campaign failing?

With analytical tools and simple social media moderating, you should be able to tell when marketing on a platform starts to tank. Often, businesses will create a Facebook account with great expectations and, less than a month later, stop posting to their 57 followers. It’s a bad sign when a company’s media pages turn stagnant (i.e. people stop following).

The same goes for websites, blogs, forums, and other assets as well. You or your Web developers should track page views and comments to see how frequently readers scroll through articles. The goal is to increase unique page views from new customers.

Struggling social media, however, is not always your fault. LinkedIn, for example, is something just about every new professional signs up for. Company profiles are popular as well, though in recent months a trend has emerged and fewer people are using the professionally-inclined social media site. Why? Because businesses aren’t using it like other platforms. Overall activity infects your own campaigns, and you should use this is a sign that it is time to reinvigorate your campaign efforts.

How do I reenergize my social media?

Dealing with struggling social campaigns is never easy. Fortunately, there are several things you can do to proactively increase page views, readership, followers, likes, and shares. Below are platform-specific strategies for boosting your social media relevance and followership:

  • Facebook: Stop posting like a business and start posting like a personality. People aren’t forced to follow your company’s pages so it becomes your job to make them change their minds. To do so, strike a balance between entertaining and business-based posts. The goal is to pop off of newsfeeds in order to attract interest. Focus more on posting images, short videos, and articles that relate to your industry and customers.
  • Twitter: Use Twitter for re-publishing your best Facebook posts. Twitter is also great for sharing industry info as long as it is relevant to your followers. More so than Facebook, you should re-tweet your followers’ posts, like what they like, and communicate on a public one-to-one basis.
  • Google+: Still dealing with struggling social campaigns? Jump on the Google+ bandwagon. This platform is cherished by Google (of course) and is a great way to bolster your company’s exposure on search engines, map listings, and review sites. Post LinkedIn-style content and follow active posters in your industry.
  • LinkedIn: Start using LinkedIn as an industry sounding board. Most people, however, use this platform for finding jobs. One way to generate interest is to post job-related materials that potential employees might find interesting. More importantly, you need to follow and take part in large groups created by organizations and other companies.

Other than the big four, platforms like Pinterest, Instagram, and Tumblr are useful to a certain extent given the industry. The aforementioned three sites are great for sparking creativity and engaging current followers.

Three Key Strategies

Here are three easy, implementable strategies you can use to grow your social campaigns and bring them out of extinction:

-Professional Publishing

Create a publishing schedule that includes all of your online assets. This will actively help your brand stay up on newsfeeds and will counter any over-posting difficulties. Companies that “over-share” often risk dropped followers.

-Social Linking

Keep in mind that all of these platforms interact with one another. What you post on Facebook, for instance, is easy to repurpose for LinkedIn. Don’t copy the same material; instead, rewrite content to fit a new audience. You should also utilize hashtags and other branding materials to keep your online personality consistent.

-Trending News

Tap into current industry and world news trends. You can do this by tying your company’s position into news articles and other sources. When dealing with struggling social campaigns, however, it is best to do this from a minimalist’s standpoint.

Photo By Reno Techs

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This article was written by Zsolt Bicskey

Zsolt’s professional background includes work with many companies throughout his native country, donning the mantles of CEO, HR and IT professional, and more.Currently his major focus is on: corporate social media marketing, lead generation, local search optimization, video marketing and mobile marketing.