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3 Reasons Why Social Media Isn’t Working for Your Business


“Social media doesn’t work…”

If I had a dollar for every time I’ve overheard this sitting in a coffee shop or restaurant – well, I’d probably have an extra $100 dollars in my bank account or more.

We once sat with a business owner who told us that social media wasn’t worth it, and when we checked out his accounts, the images uploaded weren’t great, the posting was inconsistent, and let’s not even go into the captions. A few months later, that business was gone.

I’ve also had the privilege of sitting in the restaurants that my agency handles social media for, and there I’ve witnessed, first-hand, people marching up to the counter to order, phone in hand, Instagram open, pointing to a photo we’ve posted and saying “I want this”.

So what’s the difference between the people in the first scenario and my client?

For the most part, it’s simple – there are some basic mistakes that entrepreneurs and businesses repeatedly make in social media marketing which are limiting their capacity to grow an engaged audience.

Here are some of the most common missteps that I see:

1. They don’t know their audience

This is crucial, because not having this part figured out means that you’re trying to talk to alla, which means you’re really just shouting into the void and hoping that somebody might hear.

If you’re unable to make a connection with people, then don’t count on being able to sell them anything. Understanding who your target audience is – what they want, what they need, where you fit in, etc. – is critical to maximizing your social media marketing performance.

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2. They are not consistent

In this new world of social media algorithms – and really, all along – being consistent is key to growing an audience.

But to clarify, this doesn’t mean that you need to publish every single day. Being consistent means coming up with a schedule that works for you – then most importantly, sticking to it. Even if it doesn’t feel like you’re getting immediate results, posting regularly gives your audience a reason to keep coming back to your profiles, while it also helps to have fresh, relevant content when someone looks you up or comes across your business. 

The key to maximizing your social presence is strong messaging, and content that’s aligned with what your audience needs to see.

Post regularly, keep your audience informed, and over time, you will gain more trust and credibility.

3. They are just trying to build a following

I’ll say this time and time again – the days of just accumulating followers like baseball cards are over.

Without being intentional, and thinking about whether you’re building an audience that’s right for your business, you’ll just have a room full of bodies. Numbers might look pretty, and make you feel good, but unless those people are likely to become paying customers, they’re not helping your cause.

Building numbers also ruins your data – a major benefit of social media marketing. If you have 1000 Page followers, but 900 are, realistically, never going to spend money with your business, that means that all your analytics and audience insights are useless, making it even harder to establish a clear understanding of what your audience needs.

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Yes, it takes time to establish brand awareness and build a following, but a following of people who are actually engaged in your message is far more valuable than chasing numbers in an effort to maybe, hopefully, impress somebody that comes across your profile.

Audience numbers can be faked, which most consumers are now widely aware of. It’s the content and quality of your business that’s far more important, and will deliver better results in the long-run.

The Key Differentiator

Here’s the thing: The difference between people who say that social media doesn’t work and the ones who are gaining clients, making sales, and consistently growing their audience with quality leads from their social media profiles is simple. They have a process that works.

They’ve figured out what their audience wants to see, they deliver it on a consistent basis, and they are constantly observing and tweaking.

Although this may sound like a ton to do, it’s not.

In reality if you’re spending more than an hour on social media a day, you’re probably just wasting time with “busy work”… and that’s not beneficial for anyone. Break down the key tasks you need to complete each day, map out a schedule, formulate a plan based on your audience data. Then deliver, according to that.

The key differentiator for those that are seeing social media marketing success lies in planning, and establishing a clear understanding of what your audience needs.

En version av detta inlägg publicerades först på Dhariana Lozano’s blog.



Elon Musk beskriver nya bockmarkeringar i alternativa färger för att förtydliga verifieringen


Elon Musk Outlines New, Alternate Color Checkmarks to Clarify Verification

Elon Musk has revealed more details of the coming revamp of Twitter’s $8 verification program, which was initially launched three weeks back, but then pulled from live production due to a raft of impersonations which caused significant confusion in the app.

Those impersonations also led to stock price dips, corporate apologies, misreporting – the $8 verification plan, while only available to some users, for a short amount of time, immediately caused significant issues for Twitter and it’s as partners.

So Elon and Co. took it back, in order to revise and re-shape the program in a more brand-safe, user-friendly way.

And now, Musk has revealed more details as to exactly how the updated $8 verification plan will work.

First, to limit the potential of misrepresentation of corporate and government accounts, Musk says that those profiles will now get a different colored checkmark, which will ensure that people can’t just buy a blue tick and then pretend to be Coca-Cola for example.

Enligt Mysk:

“Gold check for companies, gray check for government, blue for individuals (celebrity or not)”

App researcher Alessandro Paluzzi Postad dessa exempel of how these new ticks might look in the app.

It’s a sensible move, which will avoid similar incidents like this tweet from an $8 verified account, which tanked Eli Lilly’s stock price.

Eli Lilly tweet

The updated gold checkmark will ideally limit the potential for future users to do the same, because they won’t be able to buy the official gold tick – though there will be a period of adjustment and education on such for users.

The alternate checkmarks will also likely kill off Twitter’s new gray ‘Official’ tick, which looks pretty ridiculous.

Twitter Official checkmark

Of course, the new variations of checkmarks do also add the potential problem of another elusive marker that people will be trying to get. But we’ll cross that extra complication when we come to it.

Another concern with this approach is that it’ll require manual checking, as Twitter can’t know for sure that it’s a brand or government account without some kind of confirmation.
Initially, Twitter has thus far opted to avoid any kind of manual confirmation in this new process, due to the additional labor requirement, but now, Musk says that this will be integrated into the updated process:

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“All verified accounts will be manually authenticated before check activates. Painful, but necessary.”

How Musk and Co. do that with any level of efficiency, with 65% less staff, I don’t know, but it seems like they’re going to at least try to find a way to check each $8 subscriber before approving their blue tick.

Musk also noted last week that any change in user name will result in a blue tick being deactivated till Twitter approves the new name.

So, like, a lot of manual monitoring, with a lot less staff.

Also, for the traditional blue checkmarks, there’ll be no differentiation between those who’ve been given the marker, and those who’ve paid for it:

“All verified individual humans will have same blue check, as boundary of what constitutes ‘notable’ is otherwise too subjective.”

Which is true – there are a lot of blue checkmarks on random accounts, and it has been a confused system. But at the same time, there are also a lot of high-profile individuals who could be at risk of impersonation under this system – which, incidentally, is why the blue ticks were introduced in the first place (in 2009, an MLB star sued Twitter for allowing a scammer to use his likeness to dupe people in the app).

Det finns också detta:

“Individuals can have secondary tiny logo showing they belong to an org if verified as such by that org.”

So an additional qualifier for spokespeople, CEOs and journalists, as another measure to avoid impersonation.

The updated elements will certainly lessen the scope for scam activity, but still, they do also introduce a level of risk, and at the same time, the scheme itself is unlikely to work out as Musk hopes.

The revamp of Twitter’s verification program is Elon’s first grand plan to save the app (aside from cutting costs), by giving users access to one of the most in-demand in-app features – the elusive blue checkmark.

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Charging for verification could theoretically kill two birds with one stone, in verifying real humans (while making it cost-prohibitive to crate bot accounts) while also providing a direct revenue stream, thereby reducing the company’s reliance in ads. People want the blue tick, now they can get it, while Musk has also sought to amplify the cultural divide element, by presenting this as a way to even the field, and enable all users to get what only celebrities have thus far been able to access.

Initially, Musk was set to charge $20 per month for this service, but after an argument with the author of ‘Misery’, he reduced this to $8 per month.

In Musk’s view, this is a good deal, because who doesn’t have an extra $8 to spend?

He’s since sought to establish this as the norm, repeatedly telling his critics to ‘now pay $8’, as if it’s a forgone conclusion that people will indeed pay.

But they won’t, and history shows that there’s almost no chance that Musk’s paid verification scheme will actually work as intended.

Take, for example, Twitter blå, which provides Twitter users with a raft of additional features, which was initially available for $3 per month.

Twitter Blue never saw much take-up, peaking at 100k subscribers, with even the addition of tweet editing, the most requested feature in social media history, failing to shift the needle in any significant way.

Given this, it’s difficult to see Musk’s new, $8 verification getting the number of sign ups he’d need to achieve his aims for the option.

For context:

  • If Elon wants to get subscriptions to contribute 50% of Twitter’s revenue, as he’s previously stated, he’ll need 24.6 million users to sign on to pay $8 per month for a blue tick
  • If he wants to use this as a means to verify all the humans, so that only bot accounts are the ones that don’t have a blue tick, you’d think he’d be looking at upwards of 75% of Twitter’s user base, or around 178 million users paying each month
  • Twitter’s likely to actually lose around $6 per US user, per month, for each person that signs up to the new $8 Twitter Blue scheme, due to Musk’s plan to show Blue subscribers ‘half the ads’. Factoring in App Store fees from the monthly $8 payment, it could actually be a difficult balance from a revenue standpoint, with Twitter potentially even losing money on the deal, if it does end up cutting ad exposure
  • The majority of Twitter users are outside the US, where $8 per month could be a lot more cost-prohibitive. This is especially true in India, where most of Twitter’s growth has come from over the past three years. India now has 18.8m users making it Twitter’s third biggest audience market, and while Musk has also flagged variable pricing by region, even $1 per month could be too high for developing markets
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Essentially, there’s no precedent to suggest that enough users will sign up to Elon’s $8 per month checkmark plan to make it worthwhile for the company to run, as either a revenue or verification pathway. Just 0.41% of Snapchat users pay for Snapchat+, a fraction of LinkedIn users pony up for Premium, while Meta concluded long ago that charging users was no where near as lucrative as serving a bigger audience more ads.

These new measures do counter some of the issues that the initial version of Musk’s $8 verification program introduced, but then again, they could also avoid them entirely by revising the current blue check system, as opposed to simply letting people pay for the marker.

But regardless, Musk is determined to push ahead, and find out for himself either way

Musk says the updated $8 verification plan will launch on Friday next week (12/2).


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