Five Reasons Social Media Isn't Working For You

Do you put a lot of effort into your social media strategy only to find you’re not getting results?

Do you wait each month for your stats to increase?

Is social media actually working for your business?

A survey by the Pew Research Center revealed that 42% of online adults use multiple social networking sites, and 73% use a social networking site of some kind. This means that social media is still thriving and will continue to grow.

So today we’re here to take you back to basics. We won’t fill your head with jargon and tell you what you need to do. We’re going to help you analyse what you’re already doing and help you understand why it may not be working.


It’s Not Just About Promotion


Would you be a loyal follower to a business that constantly promotes their own services? So whenever you go onto social media, there’s this one brand that’s throwing themselves in your face all the time – would you like that?

I didn’t think so.

If you simply just use social media to advertise your services, it will never work for your business. It’s harsh, but true. People will notice and they’ll eventually get bored and forget about you. You have to engage, connect and build a loyal audience.

We did a quick analysis of some of our favourite and most popular twitter accounts. Want to know what they had in common? A mixture of the following:

  • Promoting themselves and their content
  • Sharing useful content and tools
  • Personal tweets
  • Interaction

We know that the basis of using social media is to promote your business. But if you engage with your audience and give content to them that will help them out, they’ll appreciate you. This will prevent customers from making one off sales and will keep them coming back.

Adult Homework: Take a look at your social media presence for the last week on the channels you use. Can you say you ticked all four boxes above? Make a note of what you did, make a note of what you didn’t do, and a plan to how you can tick the other boxes.


You Might Be On Too Many Platforms


Some of us run with the idea that the more social channels we’re on, the greater chance we’ve got of building a following. But we can tell you for a fact that’s not true, for one simple reason:

It isn’t based on your audience.

Say your audience is made up primarily of woman and your business isn’t on Pinterest. Did you know women are four times more likely to be Pinterest users than men?

If you’re focusing your efforts on Facebook because you know it’s the most popular platform but not seeing any engagement, your audience might not be using Facebook as much as another channel.

You can be on as many social media platforms as you want, as long as you do two things:

  • Identify your audience is on there
  • Use each one equally

You don’t want to post seven times a day on Twitter and once on Facebook – social media doesn’t work that way. It’s constant.

Adult Homework: revaluate who your target audience is – if you need a bit of help, we wrote a whole post about it here. That way, you can also revaluate what social channels you’re on and whether you need to be on them. When you know your audience and know more about their social media usage, engagement becomes much easier.


It’s Competitive


Impatience is the devil isn’t it? We want results immediately, of course we do. But sometimes, social media simply doesn’t work for your business because of industry culture. It could be because they’re not clued up on the latest technology trends, or it could be because they are clued up, and know exactly what they’re doing.

It’s true we’re in an oversaturated market, but that doesn’t mean you should give up. People are always looking for new businesses and want as much information as possible. That’s why it’s so important to connect with other industry insiders and similar businesses. What’s the point in having them as a competitor or enemy, when you can get them on your side, and they can promote you to a whole host of other people?


You Haven’t Defined Your Social Media Strategy


Last week, we talked to you about how you can at least double your traffic with a social media strategy. But it won’t work if you do it halfway – believe us, we’ve tried.

What’s important is to strike the balance between what your audience wants and what is right for your business.

If you evaluate your social presence and keep a track of your stats just like you do for your website, you should be able to understand what is working and what isn’t. For instance, if you see your Twitter following increase and your Facebook like count stay at the same point, you know you need to focus your efforts on Twitter.

Adult Homework: On Friday, head to Buffer or your Twitter stats and make a note of how many clicks, likes and retweets everything got. Then do the same for each social media channel you’re on. Make a note of your follower count and set a goal for next month – the next step is achieving and evaluating.


You’re Not Taking Advantage Of The ‘Days’


Let me explain before you wonder what I’m going on about.

I knew a company once who had a Twitter account but didn’t use it. They were young and I told them about the benefits of social media. On National Sandwich Day, I told the company to tweet about it, using the hashtag #NationalSandwichDay and promote their sandwich maker. They did. And they sold out of sandwich makers.

So on February 9th it’s national Clean Out Your Computer Day. On February 10th it’s National Umbrella Day. On Feburary 11th, it’s National White Shirt Day. You can find all the national Days here. 

It’s a simple thing, but clearly effective. Plus, it’s quite a fun thing for your business to get involved in. You never know where it might lead to.




This is all really good advice, but the best piece of advice we could give you is to just take a step back, sit down with your team and talk about it. Don’t listen to everything out there – it can get overwhelming and you won’t even know where to start. Get in touch with your customers, send them an email, host a survey – you’ll be able to identify the problems much easier.