One thing most brands are doing wrong on social media these days- Thinking social media is for sales, website visits, downloads, lead gen etc.
Sorry to break this to you, but if the metric is wrong, you will eventually lose hope. (Like most brands on social media do)
‘Social media today should be a branding tool, not a marketing one.’
Read that again.
Which means, a lot of us need to use social only to build your brand image, increase recall, tell your story, create relatability, help spread the word.
So the measure is simply this. When you go out, people who know you should say, “I’m seeing your activity on social media, and I really like it”.
And the other metric with people who don’t know you should be “Ohh yes, I’ve seen some of your posts on social media, it’s pretty good.”
There’s a lot more to it. But getting the basic metric right, will help you stay encouraged to stay on course. Branding- Not marketing.
For eg: If you do an influencer marketing program, don’t expect sales, expect recall. Don’t expect engagement on every post.
Simple ask yourself, will this help create recall, improve reach? Is it shareable?
The situation today, on social media, reminds me of the story I heard when I was young, ‘The Pied Piper of Hamelin’.
Everyone’s doing it, so should I.
Don’t follow the herd, be heard.
