So, do you know why your social media promotion didn’t work? In your mind, it should have. You planned and executed this super social media campaign, only to fail sharply at generating the slightest buzz. What could’ve gone wrong? Could it be your call to action (discount, coupon, or contest) didn’t work because you confused social media with advertising? If social media marketing isn’t advertising — what is it?

Social media marketing uses the current and ever-changing social networking platforms to promote calls to action and brand organizations, products, and services. However, this is done by ATTRACTING followers, not by exclusively broadcasting promotional campaigns. As counterintuitive as it may sound, if you use social media as advertising media, you most likely will fail. Think about it — attraction, not promotion. For any social media promotion to be successful, you must first appeal to the demographic who will benefit from the promotion. You need a following.

Why Your Social Media Promotion Didn’t Work

How Do You Attract, Keep, and Grow a Following?

  • Solve problems and relieve pain. Millions of people use Google daily, searching for answers to their concerns. Give them the answers — be the fix.
  • Share useful and interesting information. What might appeal to your audience? For example, if you market safety apparel, would your prospects find the latest OSHA regulations useful? If you marketed tomato paste, would product recipes be attractive to your customer base?
  • Promote dialogue. Social media is not a lecture. You are talking with people, not AT them. Ask for opinions, experiences, and suggestions from your followers.
  • Be real and have a little fun. Coming off as too corporate and cold will not make you attractive. Look at what major brands like Ford Motor Company, Oreo Cookies, and many others have done.
  • Never take sides on politics, religion, or any controversy Unless it supports your following. For example, if your primary customer is the trucking industry and legislation may affect them, a case may be made for discussing the legislation.
  • Grammar counts. This isn’t texting, and you don’t want to look unprofessional. As a content provider, know the language.
  • Communication should always be respectful. You should abstain from cursing or abusive language and refrain from attacking others – even your competition.
  • Do not oversell. It’s OK to offer promotions, discounts, and specials, but it should be done carefully, usually around 1/5th of what you broadcast.

Don’t Give Up 

Companies often give up on social media before they understand it. The only action taken is pushing and promoting special offers or “look at me” posts. And when that fails, it proves to them that social media doesn’t work for their business. Too many businesses’ Facebook, Twitter X, and LinkedIn accounts sit unused, and blogs are forgotten. If you want social media to work for you need to be social. Solve problems, listen and converse, share valuable information, have fun, and be authentic. Social media marketing foreshadows the future of marketing — when consumers have more of a say and a time when consumers have a voice and are heard. Ain’t it great?! How do you use social media in marketing? What’s worked for you? What hasn’t worked?

How Can I Help You?

I like to help people and organizations, but I have three criteria I consider before taking an assignment – I believe in what the organization stands for, I know I can help, and it looks like fun. If you have any questions, Contact Me. 

Does your business have a management training plan? Many organizations, large and small, use my book, The New Manager’s Workbook a crash course in effective management, as the basis for their leadership development program. Check it out.

Are You in Sales Management?

Are you leading people or managing projects? Do you set goals based on activities to continue, eliminate, or improve or do you strictly look at the results? Do you believe one sales strategy fits all your clients and all your sales team? If so, you’re walking the streets I paved, and those streets lead to disappointment. The good news is if you recognize these behaviors in yourself, you can change. I did. I eventually became a highly effective sales manager and so can you. This workbook is the place to start. The New Sales Managers Workbook

If you like this post, you might also appreciate, Words to Avoid on Business Social Media.

Photo by Jon Tyson on Unsplash