What do you do if your corporate communication efforts are falling flat on social media?

When corporate communication falls flat on social media, it's time to rethink our approach! Let's listen to our audience, humanize our brand, and inject authenticity into every interaction. Remember, engaging content + genuine connections = social media success!

Revisit your target audience: Are you creating content for the right people? Refine your understanding of their interests and preferred social media platforms. Analyze what works: Look at your top posts. What content types and themes resonate with your audience? Listen and engage: Use social listening tools to see what conversations your audience is having. Respond to comments and messages to build a community. Embrace new formats: Experiment with video, polls, or stories to keep your content fresh and engaging. Consider influencer partnerships: Collaborate with relevant creators to reach a wider audience and gain brand credibility.

Look for inspiration from the brands known for their effective corporate communication on social media, excelling in engagement, creativity, and consistency. 1. Nike uses social media to communicate a mix of motivational content, product launches, and support for social issues. Their ability to connect with cultural moments and trends resonates well with their audience. 2. Starbucks uses social media to highlight seasonal promotions, sustainable practices, and community. 3. Lego uses social media to showcase new products and engage followers with challenges and user-generated content. Their approach appeals to both children and adults, demonstrating the versatility and creativity of their product.

Start with business goals It's always important to identify what success looks like and the connection between corporate communication and social media. What does 'fall flat' mean? Also what is the purpose of social media for your organizations. My guess is that you are trying to drive Recruitment, Retention, Reputation and Results. Where employees are concerned, we have to start from the inside out. Do employees understand policies and codes of conduct to prevent reputational risk? Are they ambassadors and advocates of your brand, products and services? Do you give them permission and encourage them to share information externally? Finally ...do we make it easy to share information so that they are comfortable sharing the right info?

Not all communications work best on social media as the target audience is vast. What worked yesterday may not be the same for today especially if its an organic post. Choose the platform that resonates well to spread the message. Sometimes quality is better than quantity

Social Media , is all about Social. Social is interaction, Social is human and most of all authentic. Engaging content is authentic content. Authentic content engages 10 times more than static, commercial blablabla. Use real pictures, not stock pictures for example

Engage your audience in the storytelling process by inviting their input or sharing user-generated content. By hosting Q&A sessions with key team members or running contests that encourage followers to share their own stories related to your brand, you can humanize your brand through storytelling.

Engage more authentically with your audience! Don't just talk at them; start conversations. Ask questions, respond to comments, and join relevant discussions. Show that you're listening and value their input. Share user-generated content, showcase behind-the-scenes glimpses of your company, and humanize your brand. Remember, it's all about building relationships, not just broadcasting messages. So, be genuine, be present, and be responsive.

There have been a lot of talks on engaging audiences on different marketing and social media platforms, but I have an alternate view. Take a step back 1) Engage with customers/consumers: Understand what are your core audiences stating about your business/brand. 2) Convert those conversations into actionable insights. 3) Now link these insights to the roadmap you created (always) linked to business strategy. 4) Once the above steps are done with --- next steps are to create polls, have a go live again integrated with your respective vertical/sales team. 5) You are now about to execute a plan which has data backed with insights from your core audience and backed your business team. 6) Allow flexibilities on your platforms!

Absolutely, there are some pretty tough strategies to consider—ones rooted in data, analytics, or insights from our AI whiz. But the real trick is getting to the heart of the matter. While AI and data analytics are handy tools, we shouldn't rely on them alone. Here's the thing: engaging with our audience more, and letting that natural back-and-forth flow, can flip the script in a jiffy. So, dive into the conversation and let your human side, as well as that of your audience, shine through in how you handle things.

Shifting your content strategy is key if you’re failing to gain traction on social media. While there is value in testing out different formats and content, your best bet is to do a deep dive into the analytics to truly understand what’s driving your underperformance. With this insight, you’ll be in a much better position to develop the right content in the right format.

Dependiendo del grupo objetivo, los tipos de contenido tienen que considerar uno u otro formato. El sector en el que se desarrolla y la generación a la que pertenece la audiencia también es muy importante. Por ejemplo, un estudio basado en ciencia de datos e IA, realizado por la Unidad de Inteligencia de Datos de Impulso, llamado "Inside Gen" comprobó que los Centennials se enganchan a formatos muy distintos que la generación X.

The content has to add value to the reader, and can’t just be a constant sell of your products and services. You also need to engage with customers or suppliers and create digital reciprocity in your business relationships. Build your brand by promoting the culture, your people, executive thought leadership in conjunction with marketing your products or services. Always be sure to convey the “why” or “what’s in it for me” for your audiences—it will draw people in and drive engagement.

If your content strategy is not keeping up with your overall performance expectation the problem may be because of fatigue, obsolete campaigns, disregard for audience's evolving demands, etc. But the issue can be addressed with 1) Make your audiences understand through simpler language. Find ways in which they can resonate with the time you want them to invest on a particular content piece campaign 2) Bring up innovative ways to promote your content. Park some budget to promote the actual promotion -- Web experience, simulation, use of AR/VR, Coffee Table Book! 3) Overall building Business and Brand Goodwill should be the goal. If you simply concentrate on sales, user engagement will impact &the overall brand performance on digital too

To improve underperforming corporate communications on social media, consider revising your content strategy. Experiment with various formats like videos, infographics or storytelling posts to simplify and enhance the appeal of complex messages. Since social media users are bombarded with information, it's crucial that your content stands out and delivers value, thereby capturing their attention and fostering greater engagement.

Yes of-course timing and consistently trying to make the most of it matters! But often what is ignored are the ingredients which helps time your social media assets/copy. While a lot of tools and insights help you understand the art of posting at a specified time what marketers lack is a clear road map to attain specific results. Brands/Business may be overlooked on social media because there is a general disregard on what is being posted and when. Timing your plans as per your audience's needs and not just thinking about the platform may have positive impact in the long run.

Timing your communications effectively can mean the difference between being seen and being overlooked in the fast-paced world of social media.

To optimize the impact of your posts, pay close attention to timing. Use analytics to identify when your audience is most active and schedule posts for those peak times. Also, factor in the context of current events, trends and the day of the week. Proper timing can significantly increase visibility and engagement, helping your content stand out in the rapid stream of social media.

De manera frecuente, lleva un reporte de los horarios en que publicas en tus redes y la tasa de éxito. Así podrás conocer cuáles son los mejores días y horarios para publicar. Nunca hagas caso de lo que te dicen en otras redes, pues depende mucho del tipo de negocio que eres, el país y la audiencia.

It’s very easy to become tone deaf when it comes to marketing on social media. Hence why feedback is very important. If you notice that sales or engagement are not as high as they once were, it’s important to take a step back and analyse your target market again. In doing this, you’ll be able to identify the issues, adjust your strategy, implement some changes, monitor your performance, iterate based on feedback, and communicate transparently about updates. This iterative process will eventually help to refine strategies, improve engagement, and drive desired outcomes. This has to be a constant practice for growth when using social media.

To enhance social media engagement, establish a feedback loop to actively collect and analyze audience input. Utilize surveys, direct messages and comments to gather insights about how your communications are perceived. This direct connection to your audience’s thoughts and preferences is essential for refining your messaging and ensuring stronger resonance on social media platforms.

Wenn allerdings Content ohnehin schlecht abschneidet, ist es utopisch zu erwarten, dass interaktive Inhalte direktes Feedback liefern. Aus drei Antworten l?sst sich noch nichts ablesen. Der erste Schritt besteht dann darin, sich die Inhalte der Follower anzusehen und deren verhalten zu analysieren.

Actually, as marketing communication executives, we should never take feedbacks lightly. Feedback helps to navigate through what needs to be changed, target audience, and response percentage. Feedback let's us know if we're talking to the right pool of people or not, or if there's a structure we may not have adopted in constructing our social media messages. So listen to feedback, which may be verbal or non verbal.

To truly connect with your audience on social media, it's important to gather their feedback and understand their needs. By encouraging engagement through polls, surveys, and direct inquiries, you can gain valuable insights into what content resonates with them and what doesn't. Analyzing comments, messages, and social media analytics can help you identify patterns and areas for improvement. With this knowledge, you can adjust your communication strategy, content types, messaging tone, and timing to better resonate with your audience and achieve your communication goals. Remember, by putting your audience first, you can build stronger relationships and create more impactful social media content.

Algorithms change almost on a weekly or monthly basis. So always be in tune with best practices and adapt your strategies to the inherent changes. You can’t have the same strategy for the different platforms or products. Use analytics to learn how best to improve your marketing and it’s always good to keep up to date with knowledge and best practices.

Understand your customers needs and communicate in their language by following trends in technology and audience preferences. Use user created contents to establish a strong connection with your customers. Important is also to enhance the quality of your images and videos for greater engagements.

Stay informed about new features and trends that could offer fresh opportunities for engagement. By remaining flexible and willing to change, you can ensure that your corporate communications on social media remain effective and relevant.

Start from first principles and ask yourself some questions. Who is your audience and who consumes your content? Why would they want to consume what you are putting out? Do you need to put $$ behind your posts? Are you adapting to trends on the specific app or are you pushing out the same content on all platforms? If it's the latter, you need to better segment content. After answering these questions, measure your results and adapt to changes in patterns. If something is working, stay with it. If not, rethink. Social media is fluid and requires a fluid approach. What works today may not work tomorrow. You must be ready to change, and change quickly.

Its okay. You win some, you lose some. Social media is a new media with unique set of audience on every platform. What works on Facebook may not generate a high traction on TikTok and vice versa. Perhaps its time to experiment with timing, new content, and new ideas, especially from younger team members.

This question is very pertinent and happening so often in real time. Social media is new media - constantly evolving and growing. Which means that professionals who are handling it also need to evolve and grow constantly. What has helped us in the past is - Hiring high quality interns on regular basis in your Social Media Teams as they have great insights from “their” age group. My other input is to work with social agencies that have their social media game on point. Also working with different agencies on different projects/launches helps. Remember, the key to “fun” corporate communication on social media is to be authentic, relatable & creative. Have fun experimenting with different ideas and formats to keep your audience engaged!

You are communicating for your audience. Think about your audience and where you might find them. Invest your time and resources on putting yourself where your audience is. You might need to revisit your audience persona and go to the right place at the right time.

Be consistent! Be consistent! Be consistent! Using different social media platforms, it's crucial to maintain a focused strategy when aiming for your target audience or objective. Don’t let your efforts become diluted across various channels without a clear direction. Each platform, while unique in its audience and the type of content that resonates, should be used as part of a cohesive strategy that aligns with your overall goals. Be consistent in your messaging, branding, and the quality of content you share. This doesn’t mean posting the same content in the same way across all platforms; instead, it's about adapting your message to fit the medium while keeping your core message intact.