8 Rea­sons Your So­cial Media Cam­paign Is Fail­ing

Newspapers & Technology Magazine - - Industry Insight - ▶ by JOHN RAMPTON CONTRIBUTOR TO FORBE S.COM

Over one-third of the world’s pop­u­la­tion uses at least one so­cial media plat­form, and of course, mar­keters have taken no­tice, That’s why dur­ing the last quar­ter, Face­book brought in over $9 bil­lion in rev­enue. But just be­cause many mar­keters are find­ing suc­cess on so­cial media net­works doesn’t mean that suc­cess is guar­an­teed.

In fact, so­cial media mar­ket­ing is not for the faint of heart. To be suc­cess­ful, it is im­por­tant to learn the best prac­tices and avoid com­mon pit­falls that cause so­cial media cam­paigns to fail. This ar­ti­cle will re­view eight of the most com­mon mis­takes so­cial media mar­keters make, so that you can cre­ate bet­ter and more suc­cess­ful so­cial media cam­paigns.

Ig­nor­ing the data

Today mar­ket­ing is a data-driven busi­ness. Mar­keters in­ter­ested in cre­at­ing suc­cess­ful so­cial media cam­paigns should fo­cus on mak­ing de­ci­sions sup­ported by an an­a­lyt­ics plat­form. An­a­lyt­ics tools have the abil­ity to help mar­keters un­der­stand how the tar­get au­di­ence re­acts to con­tent so that mar­keters can make more in­formed de­ci­sions quicker.

While so­cial media an­a­lyt­ics tools are im­por­tant in gen­eral, they are es­pe­cially im­por­tant on pop­u­lar plat­forms where com­pe­ti­tion is fiercer. In­sta­gram is one such plat­form. In­vest­ing in an In­sta­gram an­a­lyt­ics plat­form can help your busi­ness run more ef­fec­tive so­cial media cam­paigns on one of the world’s largest net­works.

Com­mon fea­tures shared among qual­ity In­sta­gram an­a­lyt­ics tools in­clude the abil­ity to mon­i­tor post en­gage­ment and fol­lower growth, pre­dict when it is best to post a spe­cific piece of con­tent to max­i­mize reach, and mea­sure web­site vis­its via a track­ing link in your In­sta­gram pro­file.

Mis­un­der­stand­ing the tar­get au­di­ence

A com­mon er­ror many so­cial media mar­keters make is div­ing head first into mar­ket­ing without first un­der­stand­ing the tar­get au­di­ence. In or­der to make wise so­cial media mar­ket­ing de­ci­sions, you need to first know what so­cial media plat­forms your tar­get au­di­ence prefers. You should also un­der­stand the pain points shared by the tar­get cus­tomer, and how the tar­get cus­tomer prefers to make pur­chas­ing de­ci­sions.

Rec­om­mended by Forbes

With this in­for­ma­tion in mind, it will be eas­ier to se­lect a chan­nel, con­tent strat­egy, and call to ac­tion strat­egy that will yield strong re­sults. Once de­vel­oped, you can use a so­cial media an­a­lyt­ics tool to mon­i­tor per­for­mance and make ap­pro­pri­ate tweaks based on the data.

Fo­cus­ing on the wrong plat­form

The same peo­ple use dif­fer­ent so­cial media plat­forms for dif­fer­ent pur­poses. Fur­ther­more, dif­fer­ent de­mo­graph­ics use dif­fer­ent plat­forms en­tirely, as a study by PEW Re­search re­cently re­vealed.

To en­sure your so­cial media mar­ket­ing cam­paign will be suc­cess­ful, be sure to tar­get the plat­form that is most aligned with your cam­paign goals. If for ex­am­ple, you are in­ter­ested in en­gag­ing se­nior busi­ness-to-busi­ness ex­ec­u­tives, LinkedIn is prob­a­bly a good plat­form to use. On the other hand, if you would like to en­gage the mil­len­nial col­leagues of se­nior ex­ec­u­tives, In­sta­gram would be a bet­ter plat­form.

This is where un­der­stand­ing the tar­get au­di­ence comes in. If you have done your re­search, you’ll know who the tar­get au­di­ence is down to de­mo­graphic in­for­ma­tion. Armed with this data, a quick re­view of the PEW Re­search find­ings will make it clear which plat­form is best for your so­cial media mar­ket­ing cam­paign.

Cre­at­ing for­get­table con­tent

For­get­table con­tent is bound to be less ef­fec­tive than con­tent that of­fers a unique per­spec­tive and a mem­o­rable brand voice. This prin­ci­ple is noth­ing new. The same idea that is true with Su­per Bowl com­mer­cials also ap­plies to so­cial media mar­ket­ing cam­paigns.

To cre­ate mem­o­rable con­tent, first un­der­stand what your brand voice is and what you want the tar­get au­di­ence to know. Then sur­vey the com­pe­ti­tion, and un­der­stand what con­tent your tar­get au­di­ence has al­ready seen plenty of. From there, you can use these three pieces of in­for­ma­tion to tri­an­gu­late a spe­cific and mem­o­rable mar­ket­ing an­gle.

Re­ly­ing on an un­qual­i­fied agency

There are a num­ber of highly qual­i­fied so­cial media mar­ket­ing agen­cies that can take your cam­paign to new heights. Un­for­tu­nately, there are many un­qual­i­fied agen­cies as well. If you are cur­rently re­ly­ing on a mar­ket­ing agency to ex­e­cute your so­cial media mar­ket­ing cam­paign, con­sider mov­ing the cam­paign in house if things aren’t go­ing well.

Af­ter all, so­cial media mar­ket­ing is closely re­lated to com­pany vi­sion and brand voice. No one will be able to un­der­stand both of these points bet­ter than some­one in-house.

While it is ok to out­source parts of so­cial media mar­ket­ing, in-house mar­keters are still the best way to go in terms of con­trol­ling the broader vi­sion and high-level ex­e­cu­tion to en­sure suc­cess.

Fo­cus­ing on the wrong ob­jec­tives

It can be dif­fi­cult to use so­cial media to drive bot­tom-of-the-fun­nel met­rics. Ac­cord­ing to one sur­vey, 46% of mar­ket­ing re­spon­dents re­ported that they can­not as­so­ciate so­cial media cam­paigns for rev­enue. The same sur­vey found that 80 per­cent of mar­keters use met­rics re­lated to reach and en­gage­ment to eval­u­ate suc­cess with re­gard to so­cial media mar­ket­ing.

So­cial media cam­paigns can pro­duce mean­ing­ful re­sults. How­ever, it is usu­ally quite chal­leng­ing to im­pact bot­tom-of-the-fun­nel met­rics with so­cial media alone. Mar­keters should fo­cus on im­prov­ing brand aware­ness and fol­lower en­gage­ment.

Mar­keters in­ter­ested in us­ing so­cial to im­pact the bot­tom of the fun­nel should pair so­cial media cam­paigns with other strate­gies to get there.

Pro­vid­ing a poor vis­i­tor ex­pe­ri­ence

Many so­cial media mar­ket­ing cam­paigns are de­signed to mo­ti­vate the tar­get au­di­ence to visit a com­pany web­site. If this your pri­mary goal as well, be sure that you are pro­vid­ing web­site vis­i­tors with a pleas­ant web­site ex­pe­ri­ence.

The PEW Re­search study cited ear­lier in this ar­ti­cle found that a ma­jor­ity of so­cial media users use so­cial on a mobile device. That means that vis­i­tors re­ferred to your web­site through so­cial media will be us­ing a mobile device. En­sur­ing that the web­site is mobile op­ti­mized will im­prove the re­sults of your so­cial media mar­ket­ing cam­paign sig­nif­i­cantly.

Over­look­ing the value of in­flu­encer mar­ket­ing

The vast ma­jor­ity of mar­keters who use in­flu­encers find the strat­egy to be suc­cess­ful. One 2017 study found that 94 per­cent of re­spon­dents thought so­cial media in­flu­encers were ef­fec­tive at driv­ing mean­ing­ful re­sults.

Mar­keters should be sure to ex­per­i­ment with in­flu­encer mar­ket­ing to im­prove the over­all per­for­mance of any so­cial media mar­ket­ing cam­paign.


So­cial media mar­ket­ing can be in­cred­i­bly ef­fec­tive. That’s one rea­son why more money was spent on digital ad­ver­tis­ing than TV for the first time in his­tory. For so­cial media cam­paigns to be suc­cess­ful, it is im­por­tant to fo­cus on the data and on the tar­get au­di­ence.

Once these two el­e­ments are in place, you and your team can be­gin cre­at­ing unique con­tent. By fo­cus­ing on the right ob­jec­tives, cre­at­ing a cre­ate digital ex­pe­ri­ence and working with so­cial media in­flu­encers, you can el­e­vate your so­cial media cam­paign even fur­ther.

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