Tackling Challenges that Come with Social Media Marketing

By Vera Shawiza / March 22, 2019




Social media marketing is a powerful way for businesses of all sizes to reach prospects and customers.

A lot of customers across the globe get to interact with brands through social media, and if a business does not get a chance to speak directly to their audiences through social platforms like Facebook, Twitter, Instagram, and Pinterest, then they are missing out greatly.

Great marketing on social media can bring remarkable success to any business, creating devoted brand advocates and even driving leads and sales.

Social Media marketing is a form of internet marketing that involves creating and sharing content on social media networks in order to achieve marketing and branding goals. Social media marketing includes activities like posting text and image updates, videos, and other content that drives audience engagement, as well as paid social media advertising.

Even as social media has taken over the marketing business, a number of challenges can be faced by the same marketers in the process of doing their work as discussed below:

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 is 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 has not 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 make the mistake of buying followers or engagement 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 do not cling so tightly to them that they cannot 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 are key for this; if you are plugged into the conversation that is ongoing across social channels in your industry, you will 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.

Crisis awareness: 

Comprehensive social listening and monitoring are also key for this; you cannot prevent a crisis if you do not 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. 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.

The authenticity of influencers: 

If your brand has been working to build influencer relationships over time, it is much less likely that  you will find yourself in a crisis situation due to partnering with an influencer who has not been properly vetted, and much more likely you will 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.



About Vera Shawiza

Vera Shawiza is Soko Directory’s in-house journalist. Her zealous nature ensures that sufficient and relevant content is generated for the Soko Directory website and sourcing information from clients is easy as smooth sailing.Vera can be reached at: (020) 528 0222 or Email: [email protected]

View other posts by Vera Shawiza


More Articles From This Author








Other Related Articles










SOKO DIRECTORY & FINANCIAL GUIDE

ARCHIVES

2019
  • January 2019 (256)
  • February 2019 (216)
  • March 2019 (287)
  • April 2019 (254)
  • May 2019 (273)
  • June 2019 (100)
  • 2018
  • January 2018 (291)
  • February 2018 (219)
  • March 2018 (278)
  • April 2018 (225)
  • May 2018 (238)
  • June 2018 (178)
  • July 2018 (257)
  • August 2018 (249)
  • September 2018 (256)
  • October 2018 (287)
  • November 2018 (284)
  • December 2018 (187)
  • 2017
  • January 2017 (183)
  • February 2017 (195)
  • March 2017 (207)
  • April 2017 (104)
  • May 2017 (169)
  • June 2017 (206)
  • July 2017 (190)
  • August 2017 (195)
  • September 2017 (186)
  • October 2017 (235)
  • November 2017 (253)
  • December 2017 (266)
  • 2016
  • January 2016 (165)
  • February 2016 (165)
  • March 2016 (190)
  • April 2016 (143)
  • May 2016 (246)
  • June 2016 (183)
  • July 2016 (271)
  • August 2016 (249)
  • September 2016 (234)
  • October 2016 (191)
  • November 2016 (243)
  • December 2016 (153)
  • 2015
  • January 2015 (1)
  • February 2015 (4)
  • March 2015 (166)
  • April 2015 (109)
  • May 2015 (117)
  • June 2015 (121)
  • July 2015 (150)
  • August 2015 (157)
  • September 2015 (189)
  • October 2015 (170)
  • November 2015 (174)
  • December 2015 (208)
  • 2014
  • March 2014 (2)
  • 2013
  • March 2013 (10)
  • June 2013 (1)
  • 2012
  • March 2012 (7)
  • April 2012 (15)
  • May 2012 (1)
  • July 2012 (1)
  • August 2012 (4)
  • October 2012 (2)
  • November 2012 (2)
  • December 2012 (1)
  • 2011
    2010
    2009
    2008
    2007
    2006
    2005
    2004
    2003
    2002
    2001
    2000
    1999
    1998
    1997
    1996
    1995
    1994
    1993
    1992
    1991
    1990
    1989
    1988
    1987
    1986
    1985
    1984
    1983
    1982
    1981
    1980
    1979
    1978
    1977
    1976
    1975
    1974
    1973
    1972
    1971
    1970
    1969
    1968
    1967
    1966
    1965
    1964
    1963
    1962
    1961
    1960
    1959
    1958
    1957
    1956
    1955
    1954
    1953
    1952
    1951
    1950