Your social media strategy is not working

for this reason your social media strategy is not working

Social media strategy – is it building on your business goals? Next, it’s time to ask yourself if your social media network strategy is working.

There’s no point in developing and executing a strategy if you don’t measure and check if what you set out to do is working or not. In the digital environment, many indicators can help you detect the weaknesses of your brand in social networks.

To make this diagnosis, we show you some of the symptoms that will determine the proper functioning.

Are you where your target audience is?

That all brands have a presence in social networks has been a reality for years. But, what is also natural, is that very few have known how to bet only on those networks where their presence makes strategic sense. Therefore, it is essential to focus efforts on those sites where your audience is.

Therefore, close those networks that are not generating community around your brand. For example, if your audience is on TikTok, don’t open it on Twitter.

Likewise, 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).

Less is more: focusing your efforts on those social networks where your audience is is vital for a strategy to work.

Do you comply with the proposed KPIs?

Measurement is essential to diagnose if what you are doing is aligned with what you want to achieve. And, although this is something you already know, your answer to the following question will most likely be hesitant: “Are you sure your social media strategy is building on the goals you once set?

Consequently, through the KPIs you set, you always check that you are getting results aligned with your objectives.

Otherwise, you will achieve (or not) successes that will not translate into business results in any case.

Is your commitment above 1%?

We assume that not everyone measures engagement in the same way. Therefore, the most reliable and universal formula compares the number of interactions per publication with the people reached by that publication (and not the number of followers since not all of them are impacted by our content).


Therefore, a Facebook page with a good engagement ratio will average 2% (being acceptable from 1%). Conversely, 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 will help you, above all, to surprise the user.

The most reliable and universal formula of #engagement compares the number of interactions per publication with the people reached. Tweet this.

Are you generating conversation?

When a profile barely has any active users, every time you publish content, it’s like talking to an empty audience. Many publications that pose questions do not get answers, a symptom 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 not to resort to trivial questions (for example, why would I tell a brand what I’m going to do this weekend?).

Is your social media content being helpful to users?

If your content is always informative and informative, you will not be able to generate interactions. Or, at least, you won’t encourage the creation of community (which is the raison d’être of social networks).

Therefore, combine informative or aspirational content with helpful content for the user to offer solutions to problems that you have identified in your audience. To do this, pay attention to the most frequent queries you receive because interesting content ideas can emerge from them.

Your users are the best source of information. Create valuable content by solving their most common questions or needs.

Are you generating interest in your product or service?

The most clear indicator of your audience’s interest in your product or service is their inquiries on social networks. Since networks have become one of the most popular ways to reach consumers, what happens in them should be an indicator for you.

Therefore, if your followers or potential followers ask you about the price, point of sale, or benefits of a particular 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.

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Jose Limardo

Jose Limardo

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