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What do you do if your strategic communications efforts on social media are falling flat?

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When you pour effort into your social media strategy but don't see the engagement you anticipated, it can be disheartening. However, this is a common challenge in the realm of strategic communications, particularly for entrepreneurs who must often pivot and adapt quickly. Social media is a dynamic platform where audience preferences and platform algorithms can change rapidly. Understanding that a lack of results isn't a failure but an opportunity to learn and adjust is key. By taking a step back and re-evaluating your approach, you can identify what's not working and why, allowing you to make informed decisions to improve your social media presence.

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Charlie-Helen Robinson

Researcher and Communications Advisor

1 Audit Content

Assessing your content is the first step in reviving your social media strategy. Look at what you've posted and ask yourself if it aligns with your audience's interests and your brand's message. It's essential to ensure that your content is not only relevant but also engaging and valuable to your followers. If your content is not resonating, it's time to rethink your content plan. This might mean changing the tone, style, or even the type of media you're using. Remember, what works on one platform may not work on another, so tailor your content accordingly.

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Avron Fernandes

Marketing, Content, & Communications Strategist
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While there are millions of tips and tricks to game social media algorithms, the most effective content adds value and elicits an emotional response. A key part of auditing your content is to imagine you are the consumer and evaluating your content from their perspective. If you were the consumer, would you find this content helpful? Would it add value to you? Would you be driven to engage? If not, then it's unlikely anyone else would want to.

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2 Analyze Metrics

To understand where your strategy is falling short, dive into your social media metrics. These numbers will tell you what's working and what isn't. Pay attention to metrics like engagement rate, reach, and follower growth. If these are low or declining, it may indicate that your content isn't connecting with your audience or that you're not reaching new potential followers. Use this data to pinpoint areas for improvement and adjust your strategy to better meet the needs and preferences of your audience.

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3 Engage Directly

Direct engagement with your audience can breathe new life into your social media efforts. Respond to comments, ask for feedback, and participate in conversations. This interaction shows that you value your audience's input and helps build a community around your brand. It also gives you direct insight into what your audience wants to see more of, which can inform future content and campaigns.

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4 Refresh Branding

Sometimes a lack of engagement can be due to stale or inconsistent branding. Ensure that your brand's voice and visual elements are consistent across all social media platforms. This consistency helps with brand recognition and makes your content instantly identifiable to your audience. If your branding has become outdated or no longer reflects your company's values and message, consider a refresh that could reinvigorate interest and engagement.

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5 Experiment Often

Don't be afraid to experiment with new types of content or different posting schedules. Social media trends evolve, and so should your strategy. Test out different content formats like videos, infographics, or live sessions to see what engages your audience the most. Also, experiment with posting times to find when your audience is most active. Keep track of the results of these experiments to continuously refine your approach.

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6 Collaborate Wisely

Collaborations can expand your reach and inject new energy into your social media presence. Partner with influencers or other brands that align with your values and have a complementary audience. This not only brings fresh content to your platforms but also exposes your brand to potential new followers who trust the judgment of the collaborator. Choose partnerships carefully to maintain authenticity and ensure mutual benefit.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Charlie-Helen Robinson

Researcher and Communications Advisor
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Keep coming back to the basics... ie posting at least 3 times a week if you can, providing surprises (fun or interesting), being transparent, mixing it up (educational, informational, inspirational), and another idea is to simply add some black and white (monochrome). Socials is full of colour, so B&W stands out.

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What do you do if your strategic communications efforts on social media are falling flat?

1

2

3

4

5

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7

1 Audit Content

2 Analyze Metrics

3 Engage Directly

4 Refresh Branding

5 Experiment Often

6 Collaborate Wisely

7 Here’s what else to consider

Strategic Communications

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What do you do if your strategic communications efforts on social media are falling flat?

1

2

3

4

5

6

7

1 Audit Content

2 Analyze Metrics

3 Engage Directly

4 Refresh Branding

5 Experiment Often

6 Collaborate Wisely

7 Here’s what else to consider

Strategic Communications

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