WHY IS YOUR SOCIAL ALWAYS-ON STRATEGY NOT ENGAGING?
The Social Always-on strategy was created to connect brands with customers and help build credibility, increase brand awareness, and maintain long-term appeal. However, not all campaigns deliver the desired results.
Have you ever wondered why your Social Always-on strategy lacks engagement? Could you let M&M Communications help you find the reasons and solutions below?
Reasons Why Your Social Always-on Campaign Isn’t Engaging
Lack of Clear Planning
A Social Always-on campaign without a clear plan is like navigating without a map – you’ll easily lose direction and fail to reach your goals. Without a specific roadmap, the posted content becomes scattered and lacks consistency, confusing customers and preventing them from perceiving the brand’s core message.
Uninspiring Content
If your content is merely basic information without creativity, there’s no reason for viewers to stop and engage. In the vast "sea" of social media content, posts that are boring or fail to stand out are easily overlooked.
Failure to Understand Your Target Audience
One of the biggest mistakes in creating a Social Always-on strategy is producing content without truly understanding what customers need. If your content doesn’t align with the preferences, behaviors, or demands of your target audience, your efforts will be wasted. For instance, posting technical content when your audience seeks simple, accessible information will fail to resonate. Similarly, promoting products on platforms where your customers are not active creates a disconnect, reducing opportunities for engagement.
Irregular Posting Frequency
Posting frequency can be a double-edged sword in a Social Always-on strategy. Posting too frequently can overwhelm and annoy viewers, making them feel "bombarded" rather than connected. On the other hand, posting too infrequently can make the brand appear invisible and fail to maintain customer awareness.
Lack of User Interaction
A Social Always-on campaign is more than just posting content – it’s about fostering two-way communication between the brand and customers. Failing to respond to comments, and messages, or encourage discussions results in a lack of engagement. Customers not only want to see your content but also want to be heard and involved. Ignoring them can lead to feelings of neglect, reducing trust and loyalty.
>>> How to make your brand's products stand out on Social
Solutions to Improve Your Social Always-on Campaign
Develop a Detailed Content Plan
To ensure the success of your Social Always-on campaign, you need to create a long-term, clear content plan. This plan should include relevant topics aligned with the brand’s core message and be tailored to the preferences and behaviors of your target audience. Additionally, identify key events and milestones throughout the year – such as holidays or anniversaries – to create emotionally engaging content.
Example: Instead of posting randomly, plan your content monthly, quarterly, or annually with detailed outlines, including topics, post formats, images, and videos.
Sample April 2024 Outline by M&M Communications for Ottimo House Trattoria (LOTTE HOTEL SÀI GÒN).
Enhance Content Creativity
Creative content is the key to attracting and retaining viewers in an era of "content overload." Diversify your formats with short videos, eye-catching visuals, engaging infographics, or inspiring stories. Such content provides a refreshing experience and leaves a lasting impression on audiences. Additionally, staying updated with trends like memes, unique filters, or viral challenges can make your brand feel more relatable to the community.
Examples of Meme-Based and Trendy Social Content by M&M Communications in 2024.
Personalize Your Messages
Every customer is unique. Leveraging data from tools like Meta Insights or Google Analytics helps you better understand customer preferences, habits, and behaviors. This allows you to create personalized, relatable, and relevant messages for specific customer groups.
Example: Send personalized birthday wishes or introduce products/services that align with customers’ shopping habits.
Some social content targeting businesses and F&B brands published by M&M Communications on the Facebook platform.
Optimize Posting Frequency
Posting frequency directly affects brand visibility and customer perception. Instead of random posts, establish a structured posting schedule with a reasonable frequency to ensure consistent engagement without overwhelming your audience. Prioritize "golden hours" – peak times when customers are most active, such as early mornings or evenings.
Strengthen Interaction
Interaction goes beyond replying to comments and messages; it’s about building meaningful connections with customers. Respond quickly, warmly, and personally to their feedback and questions. Additionally, encourage discussions through open-ended questions or interactive activities like mini-games, challenges, or photo contests.
Implementing the above steps will help improve your Social Always-on strategy. However, if your business lacks the resources to monitor and execute it effectively, achieving the desired outcomes can be challenging.
That’s why M&M Communications is here to support you in implementing high-quality Social Always-on strategies.
>>> Building a Quality Always-on Social Strategy with M&M Communications
Conclusion
Running a Social Always-on campaign isn’t just about maintaining presence – it’s an art of content creation and meaningful engagement. To make your campaign truly engaging, start with a structured, creative strategy that prioritizes customer value.
If you’re struggling to implement your Social Always-on strategy, let M&M Communications help you craft impressive, engaging campaigns that deliver sustainable value to your brand.
