One of the biggest small business problems with social media is obscurity – people just don’t know you’re there and if they don’t know you’re there – they can’t engage your services or buy your products, right?. But even when you do manage to get your like/follow numbers up, some people just aren’t getting much traction, reach, engagement or love on social media. While some of this can be blamed on the social media platform algorithm (or that they keep changing), a lot of the blame sits squarely with you.
Sorry, but it’s true.
So, why is it happening? What are you doing wrong?
Perhaps it’s one (or more) of the reasons below.
You’re running hot and cold
Do you get super motivated and create heaps of content, schedule or post it up for about a week and then there’s crickets for the rest of the month? You can’t run hot and cold on social media or people will quite simply forget about you and move on. You must be posting on a consistent basis to stay front of mind.
You’re not posting often enough
Okay now you don’t need to stress about posting 12 times a day on Twitter, 6 times a day on Instagram and twice a day on Facebook. There’s such a thing as overkill – people will get sick of you – but if you’re only posting once a week – unless it is viral worthy killer content – it’s not often enough.
Work on these as guidelines:
- Instagram – once or twice a day
- Facebook – maximum of twice a day
- Twitter – 3+ times per day
- LinkedIn – once a day
- Google+ – 3 times per day
You’re posting at the wrong time
Are you posting on your schedule? Are you posting when it’s convenient for you? Are you posting when you remember to or it occurs to you? Wrong! You need to post (or have posts go live) when your audience is ready and looking. It might work for you to post at 9am but what if that’s when you audience is running the kids to school or just settling in for their first meeting of the day….crickets.
Stay on top of your insights – they’ll show you the times and days that your audience are on and engaging on the platform. If you don’t have access to your insights yet (or they are a bit all over the place) post at different times and determine when you achieve the best interaction and traction.
As a quick, very general guide:
- Instagram – after hours
- Facebook – 1pm for the most shares, 3pm for the most clicks and 9am-7pm generally
- Twitter – 5pm for retweets, 12-6pm for the highest CTR
- LinkedIn – 7-8am and 5-6pm, Tues 10-11am for the best click results
- Google+ – 9-11am
You’re just not memorable (ouch)
Don’t take it all personal and get upset. It takes, on average, 5-7 impressions for people to be able to remember a brand (and that’s the big ones). So, stand out, be personable, make people feel good when they see your name, collaborate with like-minded business, be consistent in your approach, make sure your branding is on point.
You’re automating too much
For goodness sakes – put the social back into social media. These platforms are designed to be a two way conservation. If you automate everything, schedule everything and don’t interact then how on Earth can you seriously expect your followers to do so. Automating a bit of your social is a fantastic idea – ensures you have posts that are designed to reach your business goals/strategy, will be posted at the right time, and save you some time but do not forget to monitor, engage, ask questions, respond, have those all important conversations.
You’re expecting people to flock to you
Hate to break it to you, but you’re not Beyonce…people will not come to you out of nowhere. You’ll need to work for it. Follow, engage with your biggest fans, determine key influencers in your industry and engage with them.
You’re not giving any real value
Not saying you have to give away your secret recipe. Not saying you have to tell everyone exactly how you do what you do. But, you must add value and sometimes this means giving a little bit of what you do away – yes, for free. But it’s about highlighting you as an expert in your field, and reinforcing that you know what you’re talking about. How else are people going to know that you’re awesome at your thing?
You’re expecting too much, too soon
Building a following on social media and having that following engage takes time. Sure, you can boost the hell out of some posts and receive a bit of instant gratification but that’s all you’ll get. Your numbers will spike and then you’ll be right back where you started from.
It’s just like making new friends (as an adult – it’s super easy when you’re a kid). You need time to get to know each other, determine you have the same ideals and principles, and learn what each of you brings to the table. If you’ve just started out – slowly does it – don’t expect it to happen overnight. Unless something goes viral and then you will become an overnight sensation – the trick then is to hold onto them and keep them interested.
You’re forgetting the visual
Content with relevant visual content receives 94% more views. Probably enough said really. Do you stop and read text only posts in your social feeds or do you just scroll on by?
You’re too self-centred (sorry, not sorry)
If you use your social media platforms and posts to only ‘sell’ or promote yourself then why would your audience maintain interest. Aim for giving back, adding value, building a relationship, having two-way conversations. And work on the 80:20 rule. Share posts that add value, are interesting, sharing content your audience will be interested in 80% of the time and promote yourself and/or your business in only 20% of your posts.
You’ve put all your eggs in one basket
Don’t get me wrong – I never advocate being across all of the social media platforms – that’s typically a waste of time and money but you do need to consider all the platforms – even if it’s one that you don’t like (or get) personally. Do you know where you target audience hang out? Have you considered the other options? Perhaps you don’t think they use Twitter or Snapchat – but what if they do and you’re not on it? At the very least you should grab your business name/handles on all of the popular platforms – try them out – see what works – for your audience – not you. Remember, it’s about them, not you.
If you’re still getting crickets perhaps it’s time to look at your strategy and implementation with a fresh set of eyes. Sing out and we can have a chat about it.