Social media strategy. Is it building on your business goals? It's time you asked yourself if your social media strategy is working.
It is useless to develop and execute a strategy if you then do not measure and check whether or not what you proposed in its day is really working or not. In the digital environment, there are many indicators that can help you detect the weaknesses of your brand in social networks.
In order to make this diagnosis, we show you some of the symptoms that will determine the proper functioning of a strategy.
Are you where your target audience is?
That all brands have a presence on social networks has been a reality for years. But what is also real is that very few have known how to bet only on those networks where their presence takes on a strategic sense. It is essential to focus efforts on those places where your audience is.
Therefore, close those networks that are not generating community around your brand. If your audience is on TikTok, don't open it on Twitter. And in the same way, do not open profiles for specific campaigns that, once completed, you will have to close (and therefore you will lose the people who have been interested in your product or service and have interacted with it).
Do you comply with the proposed KPIs?
Measurement is essential to be able to diagnose if what you are doing is aligned with what you want to achieve. And, although this is surely something you already know, it is most likely that to the next question your answer is hesitant: "Are you sure that your social media strategy is building on the objectives that you set for yourself at the time?"
Therefore, always check, through the KPIs you set, that you are obtaining results in line with your objectives. Otherwise, you will be able to achieve (or not) triumphs that will not translate into business results in any case.
Is your engagement above 1%?
We start from the premise that not all of us measure engagement in the same way. But the most reliable and universal formula is the one that compares the number of interactions per post with the people reached with that post (and not with the number of followers, since not all of them are impacted by our content).
Therefore, a Facebook page with a good engagement ratio will be one that has an average of 2% (being acceptable from 1%). An engagement below 1% is a sign that the content is not engaging with the audience. In that case, rethink your content categories and look for the creative twist that helps you, above all, to surprise the user.
Are you generating conversation?
When a profile barely has active users, every time you publish content it is as if you were speaking to an empty audience. Hence, many publications that ask questions do not get answers, a sign that the brand is not managing to generate conversation with users.
Therefore, it is essential to locate the areas of interest of your target audience to generate conversation around those things that concern or interest your audience. And do not resort to vain questions (for example, why would I tell a brand what I am going to do this weekend?)
Is your content being useful to users?
If your content is always informative and informative, you will not be able to generate interactions. Or, at least, you will not incite to create community (which is the reason for being of social networks).
Therefore, it combines informative or aspirational content with useful content for the user, so that you can offer solutions to problems that you have clearly identified in your audience. To do this, pay attention to the most frequent inquiries you receive because interesting content ideas can arise from them.
Are you generating interest in your product or service?
The simplest indicator of your audience's interest in your product or service is their inquiries on social networks. From the moment that networks have become one of the customer service channels most used by consumers, what happens in them should be an indicator for you.
Therefore, if your followers or potential followers are asking you about the price, point of sale or benefits of a certain product or service, you must be aware that they are interested in it. Take advantage of this through exclusive promotions and make business decisions based on what you observe and analyze.
Are you relevant?
Relevance (along with usefulness) should be one of the main values that brands aspire to today. The way we measure relevance is through external references or mentions in the media or blogs.
Therefore, if your brand hardly generates references (organic) of this type, it is a sign that the network of contacts must work more to make your product or service known to more influential people, offering at all times something of value that encourages them to reference. spontaneously your brand.
Is your content identifying?
For a brand to become a digital entity and stand out from the enormous over-information to which the user is subjected, it must be easily recognizable. To do this, it must have its own graphic line that makes it easier for the user to recognize content even outside the profile in which it was originally published.
Therefore, if you are abusing stock images or creating content similar to that of others, it is time for you to raise the need to develop a graphic line that gives a unique personality to the content you publish from now on social networks.
Learn: 8 simple tips for brands on Instagram
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social media marketing