As a follow-up to our Valentine’s Day webinar on the digital love story for the ages that is marketing + PR, we thought we’d address the biggest social media marketing challenges our audience shared with us that we addressed some of in the webinar and more of in our latest office hours.
We wanted to address them all in one place to be as helpful as possible.
Got questions or something we missed? Find us on Twitter @UnionMetrics.
Your biggest social media challenges
Based on feedback from our audience, these are the biggest challenges many of you face with your social media:
- Standing out from all the noise
- Generating trust in a world of fake news, bots
- Measuring success when social media is a constantly moving target
- Finding and reaching third party “experts”
- Proving value to higher ups
- Making sure you don’t miss the early signs of a potential crisis
- Authenticity of influencers
Standing out: This is tricky, especially as social channels become busier and busier as more people join them for both personal and business purposes. There is no magic shortcut here, though, it’s the same old hard work of knowing your audience, continually measuring how your content performs, and incorporating that feedback into your ongoing strategy.
One thing that can help? Thoughtful experimentation. If your brand hasn’t experimented with video marketing, try out a few things on the channel that makes the most sense and see how your audience responds. Try your content at different times, with slightly different wording. You can never control all of the variables when it comes to social, but you can set things up to test as purposefully as possible.
Generating trust: Never buy followers or engagement (it’s obvious to almost anyone when you do) and be sure any influencers you work with have been vetted and make sense for an ongoing working relationship with your brand. If a crisis does crop up for your brand be transparent and authentic in your response, no matter the source of the crisis itself.
Measuring success: You have to decide which KPIs are most important to your brand, but don’t cling so tightly to them that they can’t shift if your industry starts to shift with your target audience and therefore so does your overall strategy. There is a truly overwhelming amount of data available and that makes it easier to measure things just because you can. Make sure you’re measuring what matters for your brand.
Finding and reaching experts: Comprehensive social listening and monitoring is key for this; if you’re plugged in to the conversation that’s ongoing across social channels in your industry, you’ll see who pops up that your brand should follow and engage to build an ongoing relationship with. These are the people you can tap in times of crisis to help your brand tell your story.
Proving value: As things are increasingly measurable, it can become increasingly difficult to know what to measure, especially when it comes to proving your value. The digital PR framework can help, especially if you’re trying to communicate your value to those who aren’t comms professionals and don’t understand the day-to-day inherent in that role.
Crisis awareness: Comprehensive social listening and monitoring is also key for this; you can’t prevent a crisis if you don’t know what the conversation around your brand is. Some crisis situations are self-inflicted by a brand or someone who works at a brand while others come out of nowhere (Tesla vs. Crockpot, to name a few recent examples). Either way, a brand needs to have a plan in place to respond and metrics in place to be able to break everything down before, during and after. Here’s a comprehensive guide to get you started or help shore up your existing strategy.
Authenticity of influencers: If your brand has been working to build influencer relationships over time, it’s much less likely you’ll find yourself in a crisis situation due to partnering with an influencer who hasn’t been properly vetted, and much more likely you’ll already know their past work and general approach to communicating with their fans, followers and the audiences of brands they work with. That makes it much easier to identify the influencers who are most influential with your target audience.
Need that comprehensive social monitoring and listening?
They’re not exactly the same thing, as we’ve discussed in the past.
But our analytics can help with both. Sign up for a demo on your schedule to see what they can do for your brand.