On this series of posts I am identifying social media mistakes business owners make and I am offering a recommended fix. I am not going to link to each of the previous posts here at the top because I know there will be at least 10 posts (probably more) and that will get very messy very quickly. Scroll to the bottom to start at the beginning.
Mistake - You think if you build it they will come (quickly).
I mentioned this as one of the mistakes in my overall marketing series. What does it mean for social media? This mistake piggybacks on the magic pill problem from the last post.
Many business owners think they can create their pages, add a few hashtags and the followers will flock to their social feeds. Why do you believe it? Because almost every person who sells a social media product tells you that is the way it is.
Is it possible to attract a few thousand followers simply by creating good content and promoting your content and events without making much effort to gain followers? Yes it is, however it takes a while. I started a Twitter feed for a membership organization. We only followed members (who were geographically contained) so we never searched for followers. We put the link in our signatures, on our website and posted signs when we had display tables at events. Not much recruiting effort. We posted almost every day and it took us three years to hit 1,000 followers, it only took another year to hit 1,500.
Last year I started a Twitter feed for another membership organization that is also geographically contained. My goal was to reach 500 target-market followers within six months. We had decided for this group that I would actively target businesses in the Colorado Springs metro area. I spent many hours for about three months looking for business Twitter accounts in Colorado Springs and I followed them. Some of them followed us back. We did get 500 area followers in that six-month period. I no longer search for followers on that account and we did hit 730 at one year (last week). Most of those followers are still local because we only follow back in the state of Colorado. Yes, someone from California might come to one of our events, but it is not likely and that person is going to follow us because they are interested in our group, not because we follow them.
Both of these examples produced pretty good numbers for a business that is very geographically constrained. Yes, one million followers would be awesome. We do not even have one million people in these service areas including children so a number like that does not define success for these organizations.
Do you have an hour a day to troll for followers on LinkedIn or Twitter for a month or two? Do you have a budget to pay for targeted ads? Take a few minutes and set some realistic goals for your social media accounts. Then create an action plan to get there that you can manage.
Come back again next time. I will have another mistake; and another solution.
Until next time...
Have a great day,
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Biggest Social Media Mistakes Business Owners Make - Part 1
Biggest Social Media Mistakes Business Owners Make - Part 2
Biggest Social Media Mistakes Business Owners Make - Part 3