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How to Overcome Social Media Challenges
In order to overcome your social media challenges you need to take a data-informed approach. You need to track and measure metrics, and you need to use the data collected to take action.
A recent survey of individuals within the logistics and supply chain industries asked respondents to identify the challenges their company faces with respect to social media. The top three challenges reported were: time (48%), money (43%), and a lack of a defined strategy (33%). These challenges are not unique to companies within the logistics and supply chain industries. Research conducted by B2B Marketing and Circle Research found that time (33%), strategy (32%), and money (13%) are challenges for B2B companies.
Given the pervasive nature of these problems, it is likely that your company faces these challenges. The good news is that these are challenges are not insurmountable. The bad news is that, as with anything, you have to work get results.
If you want to overcome your social media challenges you need to take a data-informed approach. You need to:
Track and measure
The objectives of your marketing efforts should be to attract, acquire, and retain customers. Given this, the most effective metrics to track are those where the unit of focus is the prospect, lead, or customer. These include the following: visits, leads, customers, conversion rates, and ranking.
Track and measure these metrics continuously and periodically. By doing this you will be able identify which efforts are effective and which efforts are falling flat.
Use the data
In order to overcome challenges and to succeed in a rapidly changing environment, using the data collected is essential. For example, if the data shows that there are efforts where time and money is being spent but where results are not being realized, take action. Either rework the strategy (and monitor going forward), or cut it out completely. Use the data to inform your strategy and to make the use of time and resources more productive and more effective.
Here’s an example of when and how to use the data.
The aforementioned study of social media in the logistics and supply chain industries asked respondents to identify which social media networks their company used and which of these social networks provided the most impact to their business. As illustrated in the following table, the majority of respondents identified LinkedIn and Twitter as social networks that their company uses and finds “very impactful.” In contrast only 15% of respondents reported that Facebook was perceived as “very impactful.”
When presented with this data, the suggestion would be to make changes to the current Facebook strategy and monitor the impact of these changes. If the impact of Facebook increases, continue to use Facebook. However, if Facebook continues to be an underperformer, stop using it.
In order to overcome your social media challenges you need to take a data-informed approach. You need to track and measure metrics, and you need to use the data collected to take action. This approach does take work, but it will get results.