What do you do if your social media strategy isn't yielding the desired results?

It's 'desired results' that are holding you back. The problem Social Media teams have is actually the lack of meaningful insights to base success on. For example: If you only have 'post metrics' e.g. impressions, likes, comments, clicks etc.... it's very difficult to measure the true impact your content/strategy is having on your target audience. You may reach more people with a post that didn't resonate with your target audience at all, and conversely, you may achieve fewer impressions/engagements on a post that actually indirectly generated a tonne of leads for the business. It's critical to leverage a tool that provides insights that uncover exactly how much pipeline and revenue have been influenced by your social content.

Definiere konkrete, messbare Ziele, die mit deinen allgemeinen Geschäftszielen übereinstimmen. Bestimme, was du mit deinen Bemühungen in den sozialen Medien erreichen möchtest, wie zum Beispiel die Steigerung der Markenbekanntheit, die Steigerung des Website-Traffics oder die Generierung von Leads. Überprüfe deine Präsenz auf jedem sozialen Netzwerk, um sicherzustellen, dass deine Profile vollständig, konsistent und für die Suche optimiert sind. Überprüfe Profilinformationen, Bilder, Biografien und Links, um sicherzustellen, dass sie die Marke angemessen repräsentieren. Analysiere die demografischen Merkmale des Publikums, Engagement-Metriken und Feedback, um zu verstehen, wie gut du mit deiner Zielgruppe in Verbindung stehst.

I tend to look at the social journey as a whole i.e. the social post -> CTA (call to action) -> desired outcome (i.e. sign up for my newsletter). Review the metrics for each touch-point. For the social post - Was my copy clear and simple? - Did I provide a video/image that helped explain or attract? - Did people engage with my post (i.e. likes)? For the CTA - Did people click on link? For the Desired Outcome - What was the traffic to the page? - Did I get sign ups for the newsletter? - What was the bounce-rate? After looking at all of this, I would try a different strategy based on the data/metrics.

When your social media efforts aren't hitting the mark, it's time for a strategic deep dive. Begin with a holistic view of your approach—dissect every layer to uncover disconnects between your vision and outcomes. Scrutinize not just what you're saying, but where and to whom. It's about ensuring each piece of content doesn't just speak, but speaks to the right people, in the right voice, and on the right platforms. Delve into the analytics with an eye for patterns: what thrives, what dives, and why. This audit isn't about fault-finding but about aligning your digital dance with the rhythm of your audience's needs and your brand's goals. It's a recalibration towards relevance, resonance, and results.

Set Objectives: Define specific, measurable goals that align with your overall business objectives. Determine what you want to achieve with your social media efforts, such as increasing brand awareness, driving website traffic, or generating leads. Review Profiles: Evaluate your presence on each social media platform, ensuring that your profiles are complete, consistent, and optimized for search. Check profile information, images, bios, and links to ensure they properly represent the brand. Assess Engagement: Analyze audience demographics, engagement metrics, and feedback to understand how well you're connecting with your target audience. Look at likes, comments, shares, and click-through rates to gauge the effectiveness of your content.

If after lots of experimentation and testing, if things dont work, sometimes taking a second opinion works, as it gives you different perspective.

Before actually auditing the strategy, audit the KPIs. What are these goals that you are not reaching and do they align with the business over all, direction, KPIs etc.

Take a step back and thoroughly review your current strategy. Look at your content, engagement metrics, channel performance, and audience demographics. This will help you see the big picture and pinpoint where things might be going off track.

Make sure you are following your pillars as well. It's not enough to know your weaknesses, but understand why something doesn't perform well. Another important part of your audit should include what your competition is doing.

When auditing your social, ask yourself: Would I share my own posts with a friend who's unaware of my brand affiliations? If it feels more like pushing an ad, then it's time to pivot. Your content should add value, not just take up space. Cross-check content against these 4 pillars for stellar social: 1. Brand-First: Ensure your content resonates with your brand's core identity. It should be unmistakably yours. 2. Product-First: What sets your offerings apart? Your content should spotlight why your product or service is the standout choice. 3. Audience-First: Deeply understand and address your audience's desires and challenges, making them feel seen and valued. 4. Platform-First: Align content with platform's style and trends.

You would be able to identify which strategy is working if you test and iterate: A/B testing is crucial. By diversifying your content across content pillars and content goals would allow you to understand our audiences' preferences as well.

Identifying gaps in your social media strategy is crucial for refining your approach. Begin by defining clear objectives and assessing current performance against them. Compare your strategy to industry best practices, analyze audience feedback, and review competitor strategies to pinpoint areas for improvement. Evaluate platform performance, content strategy, and resource allocation to ensure alignment with your goals. Solicit feedback from stakeholders and develop actionable solutions to address identified gaps. By systematically addressing these areas, you can optimize your social media strategy for greater effectiveness and success.

~ Pinpoint the specific areas where your strategy may be falling short or lacking effectiveness. This could include gaps in content relevance, audience engagement, platform selection, or conversion tactics.

With your audit in hand, pinpoint specific areas that are underperforming. Is your content not resonating? Are you on the right platforms? Are engagement rates lower than expected? Identifying these gaps is crucial for targeted improvements.

It's important to keep UTD with trends and to do both internal and external audits. I like to review our content and it's performance monthly- then our competitors quarterly. It's good to see a comparison of what worked/didn't work for us and vice versa. This also allows us to rework our strategy and adapt quickly if the content is becoming "stale."

~ Stay abreast of the latest trends and industry best practices in social media marketing. Research successful strategies employed by competitors and leading brands in your niche.

Effective research tactics include defining clear objectives, using diverse sources, refining keywords, evaluating credibility, taking organized notes, synthesizing information, staying current, seeking feedback, and maintaining ethical standards. By employing these strategies, researchers can gather relevant and reliable information efficiently.

Look into the latest social media trends and best practices within your industry. See what’s working for others, including your competitors. This research can provide valuable insights into what might work for you.

Take a class! Follow other creators, ask questions, and look into social media software for performance monitoring/posting. I think a common mistake people make is going into cruise control mode. Social media is ever-changing, and it's so important that you take the time to research.

You ALWAYS need to test and experiment prior to settling down one route! 💪🏻 Research what your competitors are doing, research what other brands and creators are up to, see what’s trending, research the platforms and TEST TEST TEST 🙌🏻 If a video flops, trial it a couple more times with different audios, posting at different times and using different hashtags to see if it’s the content or something else… Overall - if you don’t experiment and test your content you’ll never truly know what works best! 🫶🏻

Don't be afraid to try new things. Social media trends evolve rapidly, and what worked last year might not work now. Experiment with new platforms, formats, and strategies. Use A/B testing to refine your approach based on real data.

Check your analytics. This will help you understand what went wrong, improve your strategy and go in a new direction if needed.

In my experience it is not just about metrics. If you're not connecting to people on some level - and this is regardless of what you sell, product or service - no matter how many goals, metrics or strategies you implement, it will all fall short. Some ideas to overcome this: Connect with your audience: people by from people, not just a product Be more creative - quit censoring your inspiration; talk about what is relevant, exciting, or inspiring to you and your audience Reach out - in order to be rich, develop your reach Finally, there are metrics, but no formulas. Experiment, incorporating and converging different skills, services, segments, or even multiple industries when creating content.

Experimenting with new ideas is a structured process that involves several key steps. Firstly, it's essential to generate a pool of potential ideas or hypotheses, considering various perspectives and creative angles. Next, prioritize these ideas based on factors like feasibility, potential impact, and alignment with your goals. Once you've identified promising concepts, design experiments or pilot projects to test them out in real-world scenarios. It's crucial to establish clear hypotheses and metrics for success to guide your experimentation.

Don’t be afraid to shake things up. Try new content formats, post at different times, or engage with your audience in new ways. Small experiments can lead to big insights into what your audience prefers.

Continuously test and try your strategies. Social media is constantly evolving, so it's vital to adapt and refine your strategy over time. Experiment with different approaches, analyze the results and make adjustments accordingly.

You SHOULD experiment with new ideas and pay attention to the data you get when trying those new ideas, but you can also ASK your audience what kind of content they'd like to see. You could do a poll embedded in a platform or through a third-party provider. You could also do a focus group format. Choose a handful of followers and ask if they'd answer a couple questions you have about your social content. Sometimes opening it up to the audience (depending on your industry) can uncover amazing insights that can help you grow.

FIRST, stick with the main things you need to be doing like posting, nurturing your community through the comments, selling in your stories... but then PLAY from there.🛝✨ If you keep trying to do the same style of posts/ hooks over and over and you're not seeing results.. it's time to switch things up. I would even go as far as flip flopping your daily schedule as much as possible because it will get your brain thinking and creating content/ offers in a new way! Ps. Don't spend too much time in this phase gobbling up other people's content because that will bring on more analysis paralysis than ever. lolol😂 Experiment with new styles of recording videos, memes, or types of posts you're creating and have fun with it.

It's important to have a plan, yes. But the social media landscape is constantly evolving, so you need to stay adaptable. Stay read up on algorithm updates. Monitor your performance and see what is and isn't working. Have the changes you've implemented given you the desired results? Or do you need to adjust slightly or even pivot completely? Stay open and keep learning.

If you can't track it- then why are you doing it? Something I was told once about Marketing that's always in the back of my mind. Analytics are SO important. If you cannot see what is and is not working then how can you improve? Sometimes it does take multiple attempts to find what works and that is OK. Experimenting with content to see what works for your audience is extremely important.

First of all, understand it's normal and marketing is not always sunshine and rainbows. So what do you do when this happens? Well, here's what helps me: • Gather data and insights • List down shortcomings and improvements • Brainstorm ideas with the team • Make a strategy readjustment • Readjust your goals and KPIs (make them realistic) • Track the inputs, outputs, and KPIs • Follow the plan religiously for an extended period of time It's important to be patient and wait for your efforts to yield results. After that, you can repeat the process until you achieve the outcome. Good luck!

~ Regularly monitor the performance of your social media campaigns using relevant metrics and analytics tools. Keep a close eye on key performance indicators such as engagement rates, reach, conversions, and ROI.

Content Quality: Assess the quality of your content. Is it engaging, relevant, and valuable to your audience? Consider conducting a content audit to identify what types of content perform best and adjust your strategy accordingly.

Keep a close eye on how your changes are affecting your social media performance. Use analytics to monitor progress and be ready to tweak your strategy based on what the data tells you.

Social media is always evolving, and so should your strategy. Regularly review your approach, applying what you’ve learned to continuously refine and improve. This cycle of auditing, adjusting, and improving is key to staying relevant and achieving your goals.

With any type of strategy, it's not final, you need to review and be prepared to make changes. Make these types of changes is a sign of progress, not failure, especially on social media where changes are constantly taking place.

One option is to collaborate with influencers. Partnering with influencers or industry experts can help amplify your message and reach a broader audience. Choose influencers whose values align with your brand and whose followers match your target demographic.

If your social media strategy isn't delivering the desired results, try these steps: Review your goals, analyze your audience, and evaluate content performance. Optimize your posting schedule, engage with your audience, and consider exploring paid advertising. Continuously monitor and adjust your strategy based on real-time data and insights to improve your results over time.