You know social media requires dedication, and you’re posting regularly. However, you can’t seem to get your audience to engage with you. If you’ve put some effort into your company’s social media channels, it’s frustrating when your engagement stats are flatlining. Here’s what might be wrong:
- Your content isn’t varied.
Switch up your content constantly. Don’t post about the same topic repeatedly, and don’t post the same type of updates. Remember to incorporate visuals and other multimedia, such as animated GIFS and videos. By mapping all your content out ahead of time in a content marketing plan, you’ll ensure that you’re varied in topics and content type.
- You don’t know what your audience wants.
Your boss wants you to post all the office birthday and retirement party photos to Facebook. Is that really what your audience wants to see? Probably not. Think about your audience and what content will inform or entertain them. If you’re struggling with understanding your audience, creating audience personas can be an enlightening experience.
- You make it all about you.
Again, remember what your audience wants: value. By constantly touting your company’s news and recognition, you’re not adding much value for the audience. Think of other ways you can highlight other noncompetitive companies or organizations in a way that still ties in with your overall message.
- You need to grow your following.
Ever give a presentation to an empty room? That’s what you may be doing if your social media following is too small. There are ways to beef it up, though, so don’t worry! Get more followers by adding social media icons and streams to your website, engaging with people and other organizations on social media and by following others on the platforms.
- You need to evaluate timing and frequency.
Just because you're focused on your social media between the hours of 9am to 5pm doesn’t mean that’s when your audience is focused on social media. Do some digging on Facebook Insights to understand when your posts perform best, and tailor your content to that schedule. You can schedule to publish Facebook posts ahead of time to ensure you’re posting during the optimum times.
Being successful and engaging on social media may take more time than you thought. Turning to a professional public relations team to support your efforts is a great way to tackle social media engagement. Get in touch with Axia Public Relations to discuss how we can help you, or download Axia’s e-book The Essential Social Media Management Guide to learn the best practices for reaching your target audiences through social media.
Julie Miller is a marketing and communications professional with more than seven years of experience in the industry. She specializes in technology, digital marketing and communications. Julie has worked for Axia Public Relations since November 2015. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.
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