Social media has become a fundamental part of corporate strategy, one that is like an inevitable stop that all brands must meet if they really want to connect with their audiences. But despite this, companies continue to make certain mistakes and continue to fail on certain issues. Not all things are being done well and not all things are being done as they should.
What should be considered and what should brands seriously work on when it comes to their social media strategy? According to the latest 2016 State of Kenya Phone Number List Social Media Marketing Industry Report, from the Social Media Examiner and collected by TopRankBlog, brands continue to fail at certain points and continue to need to pay more attention to others.
It keeps failing when it comes to measurement
It may seem that in the world of social networks there are certain elements that have already been said over and over again and that have already been highlighted ad nauseam in the analyzes and, nevertheless, certain errors and certain failures that those analyzes continue to be made and studies repeat that they should be avoided. And so, despite everything, there are still brands that are not measuring what they are doing on social networks. According to the study data, not all marketers are using tools to measure the success of their actions on social networks and to establish the ROI of what they do. For a number still too high, social networks remain a kind of mysterious scenario in which things happen without knowing very well how and when.
Seeing this data translated into numbers is much more impressive. Of those surveyed, only 19% fully agree with the statement that they are analyzing their social media activity. To this number we must add that only 41% have really effective formulas established to measure the ROI of what they do in the social environment.
Yes, Facebook is no longer the panacea when it comes to traffic
Many media have succeeded in recent years thanks to a key element: the social. When a link they published went viral on social networks, it was filled with visits and accumulated traffic and more traffic. In general, even if it did not go viral ‘in a big way’, for many media outlets, social networks had become a powerful alternative to traditional methods of driving traffic. The same could be applied to brands.
However, things have changed, possibly at the same time that Facebook’s algorithm has been changing and the scope that is achieved has been neutralized. 23% of the brands surveyed in the study have assured that they have seen how the traffic associated with Facebook has been decreasing in the last 12 months.
Social media is getting more and more complicated
And from that point it could easily go on to the next: the social is more complex every day and acting on them is more and more complicated. Everything changes very fast and, above all, the things that work are being modified faster and faster. To that we must add that social networks change their rules practically every day to have the final photo and see that things are no longer as simple as simply posting a link on Facebook. Everything has been filled with complexity and everything is increasingly difficult. In fact, 40% of those surveyed say that in the last 12 months things have become more and more complicated.