Why some businesses fail at social media marketing

photo courtesy of freedigitalphotos.net- computersIn recent years, the growing popularity of social media sites such as Facebook, Twitter, Pintrest, Google+ and more have driven more and more businesses to use social media as a marketing tool. Although many businesses have thrived from the use of social media marketing, some businesses still can’t get the hang of it. So why are some businesses failing while others are not? Here’s a list of reasons why some businesses aren’t getting the positive results they hope for in social media marketing.

1)      Lack of quality content – Some businesses just aren’t writing about what their fans care about. This could be due to lack of research and misunderstanding of the target audience. For example, if your company promotes healthy living and eating, you don’t want to share a post on Facebook about great fast food restaurant deals. Quality content is what gives a Facebook or Twitter page credibility. It’s important to pay attention to what your fans care about in order to understand how to write quality content.

2)      Not being “personal” or engaging enough – Businesses make the mistake of not being personable and sounding too “robot-like.” Consequently, fans and followers will start to look at your Facebook and Twitter posts as spam and will most likely “un-follow.” Users will more likely respond positively to posts that sound real over posts that sound generated. In order to encourage more positive fan activity, a business must create a persona, use effective language, and be responsive to fan comments and tweets.

3)      Not enough dedication, with too high of expectations – It’s a common misconception that social media marketing is free. Sure, signing up for a Google+ may be free, but the truth is, managing social media sites require a LOT of time, dedication, and patience. Some businesses are not being consistent enough with social media updates and are often discouraged when they don’t see quick results. One post every few weeks just isn’t going to cut it. In order to acquire a large fan base through social media, there must be consistent, day-to-day updates.

4)      And the opposite, posting TOO much – Too much of anything is never good.  Although you might think posting every five minutes will give you more social media presence, the truth is your fans will just be annoyed. Instead of overwhelming your audience with twenty meaningless posts per day, try to pick 2-3 QUALITY posts that people will actually read. Again, this goes back to quality content and being “personal.” Over-posting will seem robot-like as well.


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