We all know the saying about the best laid plans and you probably have also heard the saying about the road to hell being paved with good intentions.
There are loads of adages to help you commemorate the exact moment when things start to go downhill, but if you’re anything like me, you’d rather focus on the best, most effective way to get out of the mess you’ve found yourself in.
A portion of the title of this article is a bit misleading. Social media doesn’t fail people, people fail people; and many times people fail themselves because their expectations are skewed. Additionally, because most people are not social media “experts," they’re not quite sure what it takes to extract themselves from certain situations and it’s at that point when it becomes really convenient and easy to hang the blame on social media. Does, “I hate Facebook!” sound familiar?
To help you avoid that blame-infused scenario, here are some solutions to common sticking points to help you get back on track if you feel like you’re not getting the results you want from your social media activities.
1. Are you clear about why you’re using social media?
This is the source of many, many problems. People just start using Twitter or Facebook… or they just start blogging and the end-game isn’t clear. Once you determine where you’d like to go, the exact action steps will stand out from the fray a bit, making your next step less dubious.
2. Are you being consistent?
You get out what you put in. If your blog is not being updated with relevant content at least three times a week and using some sort of viral vehicle to connect with other people, you shouldn’t expect any results at all. Yes, three times per week. You needn’t write a tome. If you don’t have three blog posts’ worth of insight to offer over the course of a week, then you might want to consider another line of work.
3. Are you connecting?
I mean, really connecting? Are you taking time out of your schedule at least twice a week to pop into Twitter or Facebook and “show your face." It doesn’t have to be for hours, but take the time to connect. If you’re taking the time to connect with your market, chances are you’re building trust and within the social media sphere, trust expands income. If you say you don’t have time then don’t expect results.
4. Do you genuinely like your social media activities?
If you don’t like to blog, stop doing it or ask someone on your team to pitch in. Do something else. There are hundreds of social media activities you could be doing and some you’ll probably like. When you don’t like what you’re doing, it comes through in the end product.
5. Are you organized, on-purpose, and focused?
If you’re not getting results, it might be because your approach is all over the map. One minute your company is bullish on Facebook and the next minute it’s Twitter. Social media connections should be authentic (there’s that word again!), but the use of the tools should be nothing short of methodical, pre-meditated and laser-focused -- you don’t have time to waste.
Take some time to sit down with your team and get real about whether your expectations are in alignment with your efforts and approach. Then adjust what isn’t working in a way that resonates with the brand you’re trying to build.