Social media is a great marketing tool allowing organizations to reach audiences and showcase company culture and what they have to offer. However, many companies aren’t seeing the success on social media they’d like.
In fact, a November 2014 survey by HubSpot found that there is a 35 to 65 percent difference between consumers who expect a brand to be on social media and consumers who actually follow a brand on social media. Audiences are there, and they expect companies to be as well.
Related: To Keep Your Brand’s Social Engagement Strong, Focus on These 3 Questions
What’s the problem?
1. Companies aren’t where audiences want them to be.
Different audiences are looking for different companies on different platforms, with the majority expecting companies to be present on Facebook. HubSpot found 84 percent of respondents expect companies to be on Facebook, while 64 percent expect them to be on Twitter. The third runner up may come as a surprise, though. It wasn’t Google, Instagram or Pinterest — it was YouTube.
When creating accounts, consider who the audience is and what social media they will be using.
2. Audiences don’t know the account exists.
It’s not enough to simply have accounts on social-media platforms. Update them regularly, post new content and interact with individuals.
Additionally, the HubSpot survey found audiences expect organizations to be present on three or four platforms. This is important for companies to note: don’t be on every social-media platform out there. In fact, it’s better to be present on just a few platforms and use them well rather than to be on all platforms with sub-par offerings.
The 5 Big Reasons People Aren’t Following Your Social-Media Accounts
