Why Your Social Media Is Not Working

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25 common reasons companies social media efforts are not working and what to do about them. This presentation was given at www.digitalinkent.co.uk during the Speed Session's. Intended to be useful tips and guidance - as well as wake up the audience after lunch. Feel free to add some of your own in the comments and I will update. Thank you

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  • People embark on social media but rarely have they planned it out. Common mistakesCommon misconceptions
  • People embark on social media but rarely have they planned it out. Common mistakesCommon misconceptions
  • Why Your Social Media Is Not Working

    1. 1. 1Why Your Social Media Is NotWorking…And What To Do About ItJonnie Jensen – Digital CoachPresentation available at:http://linkedIn.com/in/jonniejensenhttp://twitter.com/jonniejensen
    2. 2. 2http://linkedIn.com/in/jonniejensenhttp://twitter.com/jonniejensenIt’s just marketingThink about the challenges ofyour whole business. Whatwould solve them? Social couldmake that happenhttp://www.flickr.com/photos/dysturbnet/2489702647/
    3. 3. 3http://linkedIn.com/in/jonniejensenhttp://twitter.com/jonniejensenI don’t need to know about it – leaderBusiness leaders need to lead.Your company needs a figurehead, your team need to knowyou support the initiative.Results and information need tobe acted upon, not argued overin a boardroom.http://www.flickr.com/photos/stuckincustoms/4130454716/
    4. 4. 4http://linkedIn.com/in/jonniejensenhttp://twitter.com/jonniejensenTurn off comments or moderate negative onesNegative comments give youthe opportunity to show youlisten and care aboutcustomers. Welcome them,deal with them, you happycustomers will start to do it foryou.http://www.flickr.com/photos/wbeem/5866669466/
    5. 5. 5http://linkedIn.com/in/jonniejensenhttp://twitter.com/jonniejensenGive it to the girl in accountsJust because they likes Facebookdoesn’t mean that person is theright person to represent yourcompany online. Give training,prioritise community managementover everything else, give clear goalsand make sure she has the supportof the rest of the company.http://www.flickr.com/photos/nozzer/2801929231/
    6. 6. 6http://linkedIn.com/in/jonniejensenhttp://twitter.com/jonniejensenWe’ll never sell anything through socialmediaSocial media informs your targetaudience about product benefits. Itbuilds desire. It has massive reach. Itcan drive traffic to specific pages onyour site. Add value and track traffic.Optimise landing pages. Build emaillists. Social media is part of thefunnelhttp://www.flickr.com/photos/mozzarellahead/3363399078/
    7. 7. 7http://linkedIn.com/in/jonniejensenhttp://twitter.com/jonniejensenI’ve got nothing to talk aboutContent strategy. What is yourcause? What does youraudience need? What do youwant them to know?http://www.flickr.com/photos/pixelhut/2380580643/
    8. 8. 8http://linkedIn.com/in/jonniejensenhttp://twitter.com/jonniejensenFollow everyone backYou don’t need to followeveryone back. If it creates toomuch noise then it wont helpyou be effectivehttp://www.flickr.com/photos/babasteve/7341687640/
    9. 9. 9http://linkedIn.com/in/jonniejensenhttp://twitter.com/jonniejensenI haven’t got enough timeNo-one has got enough time todo something they don’tappreciate the value of.Improve the training, motivateand empower based on thegoals and cause. Once habitsare created time will be found.http://www.flickr.com/photos/jonathankosread/6336363394/http://www.flickr.com/photos/jonathankosread/6336363394/
    10. 10. 10http://linkedIn.com/in/jonniejensenhttp://twitter.com/jonniejensenNo content planThe Sunday Times does not getwritten on Saturday afternoon!Without a content plan, contentproduction is hard work and falls toone person. Use existing content,repurpose email responses toclients, interview clients, use subjectspecialists in your business.http://www.flickr.com/photos/computerhotline/3255599908/
    11. 11. 11http://linkedIn.com/in/jonniejensenhttp://twitter.com/jonniejensenDon’t learn how to use the toolsYou want your time to be effectiveand efficient. Yet so many peopledon’t take the time to learn how touse the tools. The benefits are hugeso why wouldn’t you want tocapture them. Buy a book, watchsome YouTube videos, read a blog,get some training.http://www.flickr.com/photos/volk/1379996042/
    12. 12. 12http://linkedIn.com/in/jonniejensenhttp://twitter.com/jonniejensenDon’t track results effectivelyEvery digital activity has theopportunity to be measured. Trackhow many people click your links viashort URL tools like bit.ly and seethe amount of traffic it is bringing toyour site using Google Analytics.Track results, evolve and rewardsuccess in your team.http://www.flickr.com/photos/leo-avelon/1424296447/
    13. 13. 13http://linkedIn.com/in/jonniejensenhttp://twitter.com/jonniejensenNo clear or communicated goalsWhat will be the measure ofsuccess? Whether in the boardroom, for the community manageror to encourage support from acrossthe company if you don’t have a setof goals you will not know how closeyou are to achieving them. No goals= no directionhttp://www.flickr.com/photos/chris_gin/3844982692/
    14. 14. 14http://linkedIn.com/in/jonniejensenhttp://twitter.com/jonniejensenStaff not supported or incentivisedYou want your team to participate.Most likely they don’t. Considertheir role. How will the socialactivities benefit them? If that needis met then it will create success andthat will support the business.Acknowledge and reward success.http://www.flickr.com/photos/kagey_b/247682717/
    15. 15. 15http://linkedIn.com/in/jonniejensenhttp://twitter.com/jonniejensenNo clear causeWhy are you doing this? Doesanyone in the company care?You can’t expect your audienceto be excited about it if no-onein your business is. Your causecan underpin everything youdo.http://www.flickr.com/photos/ciadefoto/5146494215/
    16. 16. 16http://linkedIn.com/in/jonniejensenhttp://twitter.com/jonniejensenNot engaging with others #hashtags,@mentioningExpand your reach. Your postingyour content up but if you don’toptimise it using hashtags andkeywords and mentioning relevantother people then you will only everbe talking to the people whocurrently follow you.http://www.flickr.com/photos/mape_s/333862026/
    17. 17. 17http://linkedIn.com/in/jonniejensenhttp://twitter.com/jonniejensenSharing content at the wrong timesThink about when your audience isonline. Think journey to and fromwork, lunch, evenings andweekends. You may see hugeimprovements. Use Buffer orHootsuite to schedule when youcan’t post manually.http://www.flickr.com/photos/eric-delcroix/2636590671/
    18. 18. 18http://linkedIn.com/in/jonniejensenhttp://twitter.com/jonniejensenNo personalityBe sociable! It’s called social fora reason you know. Bring a levelof personality that engages andbuilds relationships. Dull in reallife is even more dull online.http://www.flickr.com/photos/kevharb/3487697808/
    19. 19. 19http://linkedIn.com/in/jonniejensenhttp://twitter.com/jonniejensenNot adding valueThe currency of social media isvalue. The more value you addto others the more you will besought out. At the very leastentertain. Think what yourcustomers need to succeed.http://www.flickr.com/photos/ambernussbaum/4879389971/
    20. 20. 20http://linkedIn.com/in/jonniejensenhttp://twitter.com/jonniejensenNot curating content or contributing toothersTo show your industry knowledgesubscribe to RSS feeds of leadingblogs and media sites. TryFeedly.com to replace GoogleReader. Share the content and leavecomments on their blog posts.http://www.flickr.com/photos/28802358@N05/4410502506/
    21. 21. 21http://linkedIn.com/in/jonniejensenhttp://twitter.com/jonniejensenNot recycling contentYour creating content but youshare it once. Go back, find themost popular and topicalcontent and recycle thatcontent. You can schedule inHootsuite and Sprout Social.http://www.flickr.com/photos/robbie_v/5759748095/
    22. 22. 22http://linkedIn.com/in/jonniejensenhttp://twitter.com/jonniejensenNo Follower StrategyWho are the people you wantto connect with? Think who willshare your content with othersand engage with you. Check onKlout.com and PeerIndex.comhttp://www.flickr.com/photos/eyesplash/8387505832/
    23. 23. 23http://linkedIn.com/in/jonniejensenhttp://twitter.com/jonniejensenPoor use of email marketingDon’t think email doesn’t work. Ifyours don’t it means you aresending out bad emails to peoplewho don’t want to read them. Builda strong database off the back ofsocial activities and make greatemails.http://www.flickr.com/photos/tranchis/3523630730/
    24. 24. 24http://linkedIn.com/in/jonniejensenhttp://twitter.com/jonniejensenNot thinking about what people wouldsearch for to find youIf you haven’t considered whatpeople will search for to findyour services then its down tochance that you have createdrelevant content and it won’tbe optimised.http://www.flickr.com/photos/premshree/3127083741/
    25. 25. 25Let Live+Social help sought out yoursocial media problems!Jonnie Jensen – Digital CoachPresentation available at:http://linkedIn.com/in/jonniejensenhttp://twitter.com/jonniejensen

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