Why Social Media Fails

You may be wondering why I’m making a post admitting that social media programs fail.  After all, I’m a social media advocate!  But, I have always felt that honesty is the best policy.

Truthfully, there are just a handful of reasons why social media programs fail.  The first, and most common, reason is that businesses forget to be social.  They sign-up for Facebook and Twitter and start making posts.  For a little while they are excited…much like a child with a new toy.   But then, something happens…they don’t seem to be getting any responses to their messages.  So they double up on their posts, and then notice their followers stop increasing.  Their response is to throw up their hands and give up.

What they fail to realize is it’s not Facebook or Twitter that failed…it was their message.  For months they pushed their message out; but not once did they ever do anything to engage their audience.  That’s because for years companies have pushed their message out to the masses with traditional media.  Unfortunately, the same companies try to do the same thing with social media.  They miss an incredible opportunity to carry on a conversation with their audience.  In short, they leave the social out of social media.

Another reason most social media programs fail is because, just like that new toy I mentioned earlier, the shine wears off and companies just stop paying attention to their program.  All I can say is “How rude!”  I compare it to starting a conversation with someone at a party, then turning you back on them and walking over to speak with someone else.  If you are going to run a social media program, you need to be in it for the long haul.  If you are thinking about starting a Facebook page or setting up a Twitter account to give it a try, do yourself a favor…don’t bother.  In short, if you are going to start a social media program, you need to know upfront that it is a commitment…it will take time and resources.  If you put in the effort, you will be rewarded.

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