So you’ve been posting and hashtaging like nobody’s business, but your posts aren’t getting as many likes as you’ve hoped for…Unfortunately that’s because social media requires more effort than it looks. Posting on these saturated platforms does not cut it. You first and foremost need is to add social media to your if not daily, weekly (it pains me to write weekly because that is so little) job checklist.
Updating and interacting is crucial. If you abandon your business social media account you come across as either lazy or even incapable of managing that aspect of your business. If you no longer want to manage your account, you are better off deleting it. Of course, you will be loosing your audience and potential leads. In short, keep at it! It will pay off!!
Why is it not working?
Here’s the killer question, have you been engaging your audience? This is not just asking questions in your captions. This means replying to others’ questions. You’ve got to give attention to get attention. This is VITAL for Instagram and Twitter success.
On all social media platforms, when your posts get comments and likes your posts will show up more frequently in searches. This is when we dive into the big world of algorithms. The tricky thing is that algorithms change so the tips and suggestions written today might not be as effective for next month. One thing is for sure- being active on social media (obviously in an appropriate manner) will HELP your business grow.
Here’s the backstory.
Facebook was the first to take on this world by storm (for social media). Facebook wanted to tailor what its users were seeing based on their wants and likes. Have you heard of targeted ads? This goes hand in hand. This is what can really stink for businesses. You can’t just hope that your posts will get attention because they look pretty. You actually have to find that targeted consumer, get their attention and toughest of all…maintain it. Facebook isn’t exactly, hmmm how should I say this…completely altruistic in this approach. Business are encouraged to pay for sponsored ads to expand their audience. Not to suggest that this bad, but it does mean money coming out of your pocket from a previously “free” platform. Smart Facebook, so very smart. Just as every industry follows the money, Instagram, Twitter and Pinterest have also jumped on that bandwagon and are riding it all the way to the bank.
What Do I Do?
The easiest way to play this game is to schedule social media into your routine. Grab your cup of coffee (let’s be real, glass of wine) and write a strategy. What does your audience like and how can you portray what you’re selling as a part of their desired life. Target your content. Got a hang of that? Great! Now find those customers or companies that share your interest and get commenting. I suggest your keep it genuine- no one likes a phony. Writing “Great Photo!” is a simple way to start this social media romance- strictly professional of course. In turn, you are likely to get comments on your photo! Woohoo! Your photo just raised in relevance for those audience members that you don’t have or even already have!
Hold the Glass.
Yeah that’s right. You will not reach your entire audience with every post. These algorithms even do that. Have you noticed that you don’t see that one random relative’s posts of Facebook? This is what algorithms do. If you aren’t checking Uncle Randy’s profile or haven’t checked since the day you connected 3 years ago, you’re not what some would call a “Super Fan”. You’ve connected and have no interest in seeing another photo of Uncle Randy’s biggest catch from his previous fishing trip. Facebook understands you. Facebook also understands that people “like” pages and connect with people without really wanting to see each update. You as a business, need to take control of what algorithms can do for you. Attention is the most valuable treasure in marketing. We want your attention.
Well what’s the point?
Once you have gained a beautiful, nay, stunning audience- opportunities will be at your finger tips. Want to sell some extra wine with a discount. BOOM post a photo and watch your inbox. Become your own media outlet and make money during those slow summer months. You won’t even have to go to a wine tasting party! Keep at it and it will pay off.
We want you to succeed! Follow us on social media and we will do our best to follow you. If we haven’t, send us a message. Cheers and happy posting!