Improve or Quit? What to do if one of your social media channels doesn’t work for you

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There are new social media platforms popping up all the time. Many businesses are quick to jump on any social media bandwagon thinking that having an account will increase their sales. Then, they wonder why one, or more than one, of their social media accounts are not giving them sales. So what should you do if one of your social media channels doesn’t work for you? Should you work to improve it or throw in the towel and quit? Read below for reasons why your social media channel may not be working for you, how to fix it and when to quit.

 

  • Social media accounts are about engagement.
    Business who wait for sales to roll in after simply creating a ‘page’ or account will ultimately be disappointed. Social media platforms should be used to build rapport with your clients and potential customers. It’s about getting them involved with your business, product or service. The byproduct of building this engagement with customers through your social media accounts is sales.
  • You need a strategy.
    Not all social media platforms work the same way. Content you would post as a Facebook status will be very different than what you would produce for your You Tube channel. You need a strategy for each social media channel that works within its platform.
  • Know who your audience is.
    Knowing the demographics for each social media platform is important. They are vastly different for Twitter than they are for Pinterest. Speak to each demographic in a relevant way. Don’t forget that you are posting for customers that know you as well as for people who are still figuring out who you are and what you sell. Don’t post things like “BUY NOW” because potential customers don’t know you yet and will stop following you without learning about your product or service.
  • Consistency: The golden rule.
    Don’t leave your social media accounts inactive – keep posting! There is a learning curve when using social media platforms. It can take time to find your voice, create a personality, build relevant content as well as what time of day to post in order to reach your customers.

Now that we’ve gone over some reasons why your social media channel may be failing, what should you do about it?

If the points above are things that can be fixed, don’t throw in the towel yet. Social media platforms are indispensable for modern businesses. For some customers if you don’t exist online, you don’t exist at all. Social media channels are a great way to build rapport and loyalty with your customers as well as reach millions of new customers.

You may be asking, so is there ever a time I should quit my social media channel? The answer is… Yes.

If you are using a social media channel with target demographics that are not applicable with your potential customer base, or that uses a platform that doesn’t match your product, quit! For example, if you are offering services and your target clients are primarily males over 40, trying to keep your Instagram account relevant may be a waste of time since Instagram has a very young, mostly female following and is image based. There are instances when quitting one of your social media channels is a good move.

Using your social media channels properly can produce great results in terms of sales and increased business. What social media platforms does your business use? Have you decided to quit any of them? Or what did you do to improve a channel that wasn’t working for you?

elena Sciberras

elena Sciberras

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