- 50% of business owners have increased their time on social media
- 55% state they use Facebook, Twitter and the other major platforms for customer acquisition and sales leads
- 60% say they see no results (source: Forbes)
Why do so many companies put so much time into activities that don’t produce results?
A paradox is an absurd or seemingly self-contradictory statement that, when investigated, is well-founded and true. These facts say there is a paradox (or paradoxes) about the way businesses use social media. Because spending so much time and seeing no results makes no sense.
Some social media paradoxes to explain these paradoxes are:
- Social media is perceived to be an end when it is a means to an end
- Social media is so attractive because it is the least social form of communication
- There is no such thing as a strategy for social media; there is only a business strategy in which social media fits
The Socio-media-logy chart above illustrates a social media paradox. Although to “run” is the fastest way to get someplace, the paradox is companies would see better results with social media if they took the time to “crawl” and “walk” first.
Here are 6 insights into the social media paradox.
- BUILD IT AND THEY DON’T COME: On average, there are 1,500 stories that can appear in a person’s Facebook News Feed each time they log onto Facebook. Even Facebook says their organic reach is declining. Over 2,000,000 blog posts are written and 864,000 hours of YouTube videos are uploaded every day. Your business may expect if you build, your audience will come, but the numbers say they don’t.
- TARGETING INVOLVES KNOWING WHERE TO AIM: It doesn’t matter how many social networks your business uses if you don’t where your target customers are most likely to be So, before you began, a little research goes a long way. Look at the social presence and growth of your competitors on their social networks. See what thy post; what is commented on and shared. Listen using keywords about your industry or brand using a social search engine like Topsy or HootSuite. Profile what social networks are used most often on Social Searcher; what days of the week, what time of day and when content is most shared on BuzzSumo.
- INFLUENCE COMES FROM KNOWLEDGE OF WHAT IS PERSUASIVE: 15,100,000 consumers go to social media before making purchase decisions. 81% said friends social media posts influenced their decisions; 79% like a company Facebook page because it offers discounts and incentives; 44% of women trust their favorite blogger. Do you know what’s likely to influence purchase decisions for your brand? Are you doing it?
- PERSUASIVE CONTENT TEACHES SOMETHING NEW: Social media is the least social channel if it is used to broadcast information that is put out on non-social channels. That’s why it’s most effective use is usually for a purpose not meet by other marketing channels. One that is socially oriented. Customer service, product in use demonstrates, new usages, crowd sourcing new ideas and customer feedback are just a few of the ways social media can be used to teach something new and amplify your selling proposition.
- TRUST IS BUILD WITH CONSISTENCY: Research shows that 42% of consumers who complain on social media expect a response within 60 minutes. 57% expect the same response time at night and on weekend, even if it’s not during normal business hours.Being reliable, honest, timely and showing integrity and qualities that build trust. They happen not in a single occurrence but by showing up authentically day after day, week after week and month after month. They pay dividends in good times and in bad.
- IF YOU CAN’T MEASURE IT, YOU CAN’T MANAGE IT: You can’t determine what is successful until success is defined. Success doesn’t have to involve a whole new nomenclature either. For example, it can be done with: 1) Reach = a measurement of the size of audience you are communicating with; 2) Engagement = the total number of likes, shares, and comments on a post; 3) Conversions = he number of people who achieved a desired result and 4) Sales = did your business make any money? It can also be done with just a couple of analytic tools like Google Analytics and Buffer.
Does this explain the social media paradox? Did it teach you something new? Does your business need help with the social media paradox?