Why Social Media Doesn't Work - Revisited

October 2012

Has Social Media Taken a Turn? We Find Out...

It has been over three years since we wrote our article 'Why Social Media Doesn't Work'. Since then we have had many individuals and organisations ask if things have improved in the world of Social Media. Has the game plan changed and have there been advancements in Social Media?...

The answer is likely to be yes, although as the popularity of Social Media has grown so has the associated traffic or 'noise' as thousands of companies bombard Social Media users with more and more offers, promotions and sometimes pure dribble.

Do you write Tweets but your list of followers grows very slowly?

Writing a Tweet once a week or day is now far less effective than a year or two ago; it will hardly get you noticed among the hundreds or thousands of tweets people receive on a daily basis. Some companies tweet hourly or even every minute, so as soon as you publish a Tweet it is lost or vanishes off a readers list within a matter of minutes. This increases the need for more frequent Tweets, repeats at different times and more compelling copy to grab the readers' attention over the next.

Most companies don't have the resources to write attention-grabbing Tweets on an hourly or more frequent basis. This is why it is usually better to employ the services of an external marketing company. Tweets can be replicated on Facebook and many other Social Media sites; it is important to ensure a correct flow for each area of Social Media.

Are You Targeting & Engaging Your Target Market?

Not only do your Tweets need to be attention-grabbing, they need to be targeted. Are you targeting and engaging with the right age groups, social circles and at the right times?... If not, a few thousand followers may sound impressive but are they potential customers?

Once you have targeted the right audience, engage with them. You don't necessarily have to ask their favourite colour or food, but write a question specifically related to your industry. You may be surprised just how many people are tempted to reply or send it on to their social network.

Continued →

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