8 reasons why social media marketing has had little effect

Some readers complained to me that they also opened a corporate account on Sina Weibo and were very serious in their attempts, but felt that the effect was very little and even difficult to evaluate. They start to have some doubts, is social media marketing really effective? Is ROI really higher than traditional marketing? Can the effect of social media marketing really be evaluated? A lot of companies may be for this reason that causes the social media marketing to be very little or even give up, I sorted out, social media marketing failure may be the following reasons

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one, from the attitude, your business is really doing social media marketing it?

Many companies have done social media marketing, probably because of seeing other businesses doing, or is the boss in order to catch up with fashion, we all say social media marketing, their own enterprises do not do, a bit embarrassed, so, casually find a person, on the Sina Weibo Weibo registered account, casually sent a few micro-blog, And fans casual communication, and finally, the implementation of this matter to the people casually forgotten.

There are also many enterprises, simply do not believe that social media marketing can really bring miracles, they may be doing social media marketing, but because do not believe, so can not be very serious to do, as a task to do, how can there be good results?

Social media marketing dishonesty the slightest bit.

second, from the point of view, many enterprises do not understand why to do social media marketing?

To enhance brand influence? Improve product sales? Improve customer service satisfaction? Increase your fans? Or to give full play to the creative ability of employees? Do you have any goals for your business when it comes to social media marketing? Is it a one-time thing? There is no goal at all, just because of the leadership task, to do one day of the day, there is no goal set, or the goal set is also very vague, or the goal is to set the root of what is shown, such as how many tweets a day, how many fans to achieve, in addition, At present, the evaluation of social media marketing is more difficult, so many enterprises even have goals because they can not accurately assess and slowly become no goal.

So how do you set goals?

First of all, I think to analyze the situation of their own enterprises, some enterprises need to improve the visibility, and some enterprises are required to improve product sales, because enterprises vary.
Secondly, the goal should be specific and measurable, can not set some large and empty nothingness goal, otherwise it is aimless;
Again, starting from a small target, such as a daily conversation with five fans, is much better than chatting with 500 fans.

three, from the choice platform, to focus.

Many enterprises have opened enterprise accounts on multiple platforms, Sina Weibo has an account, everyone online, watercress also has, even on Twitter, Facebook has opened a corporate account, but each platform is a cursory to do, or even abandoned, I see Sina Weibo on a lot of enterprises, but , has not been updated for a long time, or is there a user in the micro-blog contact them, and no one to reply, such a situation than not to open an account is worse, it is like you published a few customer calls, but the customer calls some phone has been no one to answer, in this case, the user will be satisfied?

Therefore, in the choice of platform this matter, must be cautious, to see their own strength, not a biting, shop stall too large, and there is no human and material resources to carry out maintenance. Choose suitable for their own business platform, once the choice, you must concentrate on doing, can not be abandoned.

The company's own official site and blog is necessary, social media marketing is to a large extent to establish a stable consumer community;

four, from the content of the release, to users useful and interesting.

Many companies posted on Weibo content, in my opinion, is not practical, not to mention fun. Some enterprises even as a news release window, the company's news directly copied over the site, and very do not pay attention to the format, although only a short 140 words, but there is no certain format, users will look very difficult, some enterprises in the content on the very good, illustrated.

For the content, some of my suggestions:

1 practical priority, users need real content;
2 Do not sell themselves, dialogue, and user dialogue, in the social media marketing, business is the host, the user is the protagonist;
3 to be interesting, do not make your social media marketing platform into a second corporate official site, you can put some fun and interesting information,
4 The most important thing is to say "words", don't get like the news broadcast;
5 text, pictures, audio, video form of content can be tried;
6 typesetting is very important, whether on Weibo, or on their own blog, you know, users will not read, they will only "browse";

About the content, you can look at the Socialbeta before the article, social media marketing content Strategy First 5 reasons.

Five, from the way of participation, to listen first.

Many enterprises because of the habit of advertising in newspapers, radio, television, in some social networks also use this outdated way of participation, a come up is to release the message, the hair is gone, there is no and users to "talk" meaning, even if you encounter some users, try and business dialogue, Companies can also be a very official tone, so that users simply do not feel that they are in dialogue. This type of broadcasting participation in social media is a problem in many companies, and this may be an inertial thinking that social media marketing is no different from traditional methods.

So how do companies get involved in social media? I think there are several aspects:

1 Learn to listen first, and see what your users are talking about, what they are focusing on, and what they are interested in. How your competitors are doing, and how the best companies in your industry are doing.
2 to learn to talk, your fans are not to listen to you, you should let your fans to engage in dialogue between users of the user and the business dialogue between;
3 respect every fan, do not ignore each user's suggestion, to know Word-of-mouth communication is a double-edged sword;

Six, from the social media strategy.

Many companies are looking at a few blog posts to start a social media marketing attempt, without a complete set of social media strategies, and no organic combination of other marketing approaches, many companies have made the most common mistake in applying social media: There is no clear goal or strategy, Stay on the tactical level entirely. Social media Marketing is a systematic process not to send one or two micro-blog, write two articles can be done, for enterprises, in the social media marketing before the need to develop a general strategy of social media, even when the initial attempt, at least should be in accordance with the objectives, strategies, Tactical and evaluation of this structural approach is appropriately attempted.

For the development of social media strategies, you can view the previous articles of Socialbeta, 5 recommendations for corporate social media strategy in the 2010.

Seven, from the evaluation of social media effectiveness.

Everyone is saying that social media marketing is very difficult to evaluate, indeed, social media marketing is more difficult than other marketing methods, many things may not be through simple data can be evaluated, such as brand influence, user preferences, user loyalty and so on, And there are some things that can be evaluated.
Some enterprises may be because of social media evaluation is difficult, there is no scientific serious to implement, leading to social media marketing in the enterprise into a very awkward position, the company boss may be a whim, spent human and material resources, but the end result, the boss can not get this manpower and resources to cause the value of flowers That bosses lose interest in social media marketing because they don't see a clear ROI.

If your business is not up to the form in this area, suggest a look at these articles on social media assessment.

Eight, team, team, or TM team.

Many companies may outsource social media marketing to other companies, I am not saying that outsourcing is not good, but that do social media marketing, need to have a special intention of the team, I do not know how many enterprises have their own dedicated social media team, may have some companies are casually find an intern in doing, in their eyes, Social media marketing is not to send a few micro-blog, add a few watercress group?

However, I see a lot of companies like Ctrip began to recruit social media managers such positions, I think in the future, this more and more, if your business or intern in the random hair microblogging, then, hurriedly find a special person.

Enterprises such a social media marketing team, sometimes not only external, more often to change the concept of enterprise, so that every employee inside the enterprise has a social media marketing awareness, only the full set up the moment and the concept of user dialogue, is really to the power of social media marketing.

Well, what else do you need to add, welcome to leave a message, thank you.

Source: http://www.socialbeta.cn/articles/social-media-8-tips.html