18 Aug 2016

Why Does Social Media Fail?

Whether it’s a brand or an individual, we all know how important social media is for being successful and therefore crafting a social media strategy has become an indispensable part of any marketing strategy today. Establishing a social media strategy is more than just posting an update or informing people about a new product/service. A successful social strategy is when you are able to engage, interact and drive conversations with your audience.  

“Success isn’t engagement, it’s engagement that leads to CONVERSION.” #SocialPowWow –morgancarrie  

That said, many social strategies fail and this post will highlight the possible reasons for such failures. 

Unclear Objectives, Vision and Poor Planning

They key to objective setting is to know your vision well. Strategies can’t succeed if you don’t have them in writing. It’s of utmost importance to have a formalised written document capturing exactly what your vision is and how you plan to achieve it. Successful strategies are based on the understanding of how your customers are and how they fit in to your vision. 

Unaligned Teams

“Alignment sounds easy, but the reality is that it is very difficult. Keep at it! Communicate!!” #SocialPowWow – morgancarrie 

Social Media Is Easy, Free: A Job of an Intern?

A good strategy comes with experience! Social media might sound easy and well, it is easy if you treat it as a “broadcast platform.” However, to build a social media strategy, you need to understand your target audience, listen to what they need and craft a strategy accordingly.

Social media surely doesn’t come for free…a thorough and creative social strategy requires investment of time and effort. In this digital age, a little mistake can tarnish a brand within seconds. Remember, an inexperienced professional will only add fuel to fire. Invest time in training them rather than handling the responsibility to build a brand’s presence and reputation online.  

Social media is a talkative platform – 99% of mistakes are missed, but that 1% can really blow up fast. #SocialPowWow – @morgancarrie

Ignore Social Monitoring

One can’t engage with the audience and make a connect with them unless the mentions are constantly monitored and a tab is kept on what the audience is saying. It is equally important to see what’s been spoken about the competitors and the industry in which you or your brand is. If you want your social strategy to be successful, you got to be proactive in monitoring and responding wherever relevant and possible. 

Assumptions

Never assume what your target audience might like or not. A/B testing on social media is the only way to understand consumer behavior. If you’re not getting desired results, remain flexible. Be willing to change, think and adapt. 

A/B testing + Consumer behavior + Data analytics = will help you understand which strategy works best with your target audience.

Same Content, Different Platforms

You are setting yourself for a social media failure if you are sharing the same content on different social platforms. Understand your audience, demographics and tweak content to suit each platform. On social media, one size doesn’t fit all! 

Relevance V/s Volume

It’s better to be relevant than to share content regularly that doesn’t resonate with your brand. It’s not “always” about the volume but till the time the content shared is relevant, engaging enough for the audience – they would love to keep a look out for the content you post. It’s OK not to post or tweet every single day! 

Automation V/s Engagement

Don’t automate every piece of content you share on social media. Human intervention is a must when managing social media platforms. The key to successful social media engagement is not to sound like a “robot” but to be “human” with your audience. Show you care and are involved with your audience. This is where such engagement will drive conversations. 

It doesn’t matter if your social strategy failed. Failure is good, it’s how you learn from your mistakes and improve. As Carrie Morgan says, social media is fluid – it’s a FANTASTIC place to experiment constantly!

After all, with every failure you are getting closer to your next big win.

The article first appeared on LinkedIn.

TESTIMONIALS

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Ancita always came across as an eager learner and willing to go the extra mile. She's got good language and social media skills and uses these to her advantage. She was also dependable and I believe she would be a good asset in any organization. I wish her well for the future.

Rony Thomas, Head of Communications, Amazon

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Ankita supported us in connecting with the CMO community on social media in India - she is knowledgeable, articulate, prompt and superbly organized. She is fast to learn and agile to create business impact, which distinguishes her in the projects she works on.

Rajesh Kumar Jindal, Vice President, Head of Marketing, SAP

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Although Ancita was part of the PR team, she gradually started taking interest in digital communication which I believe is an apt field for her. She effectively used her communication skills learnt in PR to deliver results in digital media which is a much needed talent in the industry. We worked together on google maps and on a project called PMOAppContest chat where Ancita ably demonstrated her creative and storytelling skills. She defined the flow of the chat and was a key campaign owner. The initiative was a huge success in India. Ancita is committed, disciplined and a diligent person and I am sure she is a great asset to her team and her organization.

Abhilasha Padhy, Communications Manager, Google

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Ancita is a Star performer at Six Degrees. She takes initiative and has a ‘To Do’ attitude. This has reflected in her taking up the onus of focusing her skills on Digital within the firm during the last one year and even on her own through an initiative like the SocialPowWow. She has a strong understanding of developing engaging content for audiences to increase relevance for brands. We believe that she has great potential to develop as an integrated communications professional.

Rishi Seth, Group CEO, Cohn & Wolfe Six Degrees

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PR professional, blogger, digital enthusiast. Driven, hardworking and result oriented, Ankita is always game to take up new challenges. Energetic and efficient, trust her to get things done. With keen interest in digital marketing she has been involved in various integrated comms campaigns and delivered successfully.

Cijo Mathew, General Manager, 20:20 MSL

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Ancita is one of the most dependable people I have ever come across. She is diligent, attentive and sharp which makes her a great asset for the team as well as clients. Within few years in PR, Ancita managed to build great media relations and helped her team crack some of the best stories. She is a great team player

Priyank Dubey, Communications Lead, ESPN

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Ancita and I have been working closely for 4 years now & it has been an inspiring journey thus far. It has been amazing to see her transformation from an curious social media learner to a professional digital media expert. Her knack for the understanding the digital landscape is special. While she certainly is an expert in various aspects of digital marketing but her initiative "SocialPowWow" has been really impressive. Today it's one of the most popular Twitter chats in India. She is great human being, hard worker & thinker. Her infectious smile can be an asset in any work environment. Wishing her all the success in any endeavours she chooses for herself.

Nitin Bhatia, Managing Director, Meltwater

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A dedicated, smart and media savvy publicist. Her sound understanding about the real estate business and clarity of thought makes her a go-to person for all communication queries. Strong command over english language and a collaborative team player makes her a best fit for a challenging role. I highly recommend her for a profile that requires a go-getter, passionate, dedicated, knowledgeable and intelligent person.

Nikhil Savio Gutal, Deputy Manager, Marketing & Communication, Cushman & Wakefield

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Ankita was one of the most diligent and hardworking students in our batch. There's a lot to learn from her, esp. her sense of punctuality, sincerity and work efficiency. It really was a lot of fun being together in the same class during our post graduation programme. I wish her good luck for all her future endeavours.

Sayani Bagchi, Area Sales Manager, Britannia Industries Limited

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Ancita is an extremely dedicated resource and a great value add for an organization. Her attention to detail, intelligence and proactive approach has always delighted the people she works with and the clients she services. Ancita is absolutely great with digital media and gives creative, yet practical ideas. I wish her all the best for future!

Shreya Sabharwal, Vice President, Ernst & Young

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Ancita has been a valued colleague at Six Degrees. She's focused and dedicated at work and brings in fresh thinking and approaches to mandates that she's entrusted with. Equally importantly she's a stickler for details and micro-manages things till the work gets done!

Rahul Mishra, General Manager, Cohn & Wolfe India

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Ancita is a thorough professional who is particular about deadlines and quality of work. You can always bank upon Ancita on any work that is on her task list. A proactive individual who not only pushes herself but her team too.

Siddharth Kumar, Deputy General Manager, Cohn & Wolfe India

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Ancita is a thorough professional and absolutely meticulous with her work. She took a lead in Digital when it was the upcoming hottest trend and that is commendable. Always ready to pitch in with ideas on a campaign,love her energy. She is and will be an asset to any organization that she chooses to be associated with. It has been a pleasure working with her here.

Pooja Poddar Jain, Account Director, Cohn & Wolfe Six Degrees

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Ancita is very good in her craft of digital PR and comes with sound knowledge on digital. She is a great team player and has shown great capabilities to lead any team project. She is a great colleague, it has always been a pleasure to work with her and is very easy to work with.

Shalini Gunashekar, Associate Account Director, Cohn & Wolfe Six Degrees

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SocialPowWow chat is one of the most innovative conversations involving small businesses and thought leaders. Ancita deserves a lot of credit for being the go-getter in bringing everyone together.

Cheval John, Founder & CEO, VallanoMedia, LLC, Houston

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I'm impressed and inspired by Ancita Satija for creating an initiative as cool as SocialPowWow and making it a movement. How many young professionals go above and beyond to make a mark and leave a legacy? Ancita has set an example for others to follow. I am sure this weekly tweet chat will grow to become much more than just a chat.

Amith Prabhu, Founding Dean @SCoReInd, CoFounder @PRAXISInd & @PRomiseFdn

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SocialPowWow is one of those must attend twitter chats like #TwitterSmarter #Hootchat #MediaChat with vibrant, engaged communities discussing relevant & trending topics on social media and with a smart and friendly host like Ancita!

Zen Yinger, CEO, ZenSocial, North Carolina

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Congratulations #SocialPowWow for completing two years. You have always been amazing in getting interesting people to exchange views on interesting and relevant topics. You are the platform that brings out-of-the-box minds together across the globe in the world of clatter. Stay there with us -- as a friend, as a trend spotter, and stay relevant. Wishes for many more.

Sounak Mitra, Associate Editor @moneycontrolcom

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I had the pleasure of working with Ancita, during my time at Burson Cohn and Wolfe. Ancita is affable and very easy to work with - great qualities to have in a team mate! She's a dedicated employee whose positive spirit helps guide the team that she’s in. Her experience and knowledge in digital, from copywriting to social media strategies makes her an asset to any organisation.

Thimah Hameed, Vice President - Regional Digital Strategy Marketing Lead, DBS Bank