By Kayli Kunkel
At Lexicon, we faced a hard choice. We had amped up our social media efforts this summer, and we found great success. Our blog was seeing more traffic than ever. Our Twitter was growing steadily every day. But the ROI wasn’t rolling in from everywhere. At Lexicon, we consistently evaluate our platforms to make sure they’re performing. And what we’ve learned is this: With social, you don’t need to be everywhere at once. Here are five signs that it might be time to reevaluate one (or a few!) of your platforms.
1. Your staff feels uninspired about posting.
For Lexicon’s social media team, Twitter was especially fun. We gained new followers every day. We took part in industry conversations. We directed steady traffic to our website. We had no trouble writing and designing posts because it was genuinely enjoyable — and rewarding — to engage.
Not every social platform will come as easily. Finding the right voice and content can be difficult and maybe even discouraging at first. But it’s important to stick with the challenges for long enough to identify patterns, especially if your efforts are showing growth.
On the other hand, if you’ve exhausted different strategies, your engagement is consistently slow, and your staff feels uninspired or frustrated, these may be signs that something is amiss.
2. You find yourself asking, “Hello? Hello? Is anybody out there?”
If you feel like you’re launching content off into a void, that just might be the case.
Despite our best efforts, various experiments, and paid posts, we haven’t been getting the kind of engagement we really aimed for on Facebook. Our targeting has turned up few results, and we’ve come to realize that Facebook isn’t the primary platform for those seeking our voice and services — and we aren’t the only ones to realize this! More specifically, our content was created for a very targeted audience — one that’s much more active on other platforms.
If you have the sense that the type of content your audience wants and needs performs better on one platform over another, reinvest time and energy there. It’s OK — and advantageous — to continually evaluate the effectiveness of each social network and redistribute efforts if necessary.
3. Your budget isn’t going far enough.
If your goal is to grow engagement organically, certain platforms might not be the right fit. Facebook, for example, has decreased unpaid reach, meaning you need to pay more money to reach a wider audience.
At Lexicon, our social strategy was to grow organically with good content. When we realized that goal wasn’t aligning with Facebook’s capabilities, we decided to revisit our strategy and focus efforts elsewhere, like Twitter and LinkedIn.
4. The metrics back you up.
Maybe you have a hunch that something’s gone amiss on your social channel. But don’t pull the plug until your data checks out, too. With built-in analytics on most platforms, there’s no reason not to do your homework. Though we’ve had a few successful hits on Facebook, our metrics pulled up a bigger series of misses.
Week after week, we saw red. If those little arrows aren’t aligning with your efforts, it’s time to readjust your strategy. And when the analytics support your hunches, follow the data!
Do you find success in certain platforms over others? What are your tips for finding and reaching your audience on the platforms they prefer to use?
Want more on social strategy?
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Using Web Metrics to Develop an Incredible Website
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