Reasons why simply Posting on Social Media is not Marketing

Reasons why simply Posting on Social Media is not Marketing

Posting on social media typically includes sharing content such as photos, videos, thoughts, or links. This could be personal updates, interesting articles, or anything else one finds relevant or entertaining.  However, this act alone doesn't necessarily constitute marketing and its limitation is often summarised by the phrase "Posting is not marketing" making the distinction between simply sharing content on social media platforms and actually engaging in strategic marketing activities.

So, what is Marketing? 

Essentially Marketing involves intentional efforts to promote products, services, brands, or ideas to a target audience with the aim of achieving specific business objectives, such as increasing sales, brand awareness, or customer engagement.

While posting on social media can be a component of marketing, effective marketing strategies typically involve a more deliberate approach. This may include:

Content Strategy: Planning and creating content that aligns with the brand's goals and resonates with the target audience.

Audience Targeting: Identifying and understanding the audience demographics, interests, and behaviours to tailor content and messaging accordingly.

Engagement: Actively engaging with the audience through comments, messages, and interactions to build relationships and foster community.

Analytics and Optimization: Monitoring key performance metrics, analysing data, and adjusting strategies based on insights to improve effectiveness.

Paid Advertising: Using paid advertising options offered by social media platforms to reach a wider audience and achieve specific objectives.

When does posting on Social Media become ineffective?

The role of posting on social media can become a chore, often reduced to being merely something one ticks off from the ever growing "to-do" list before getting on with other "more important" activities.  This despondency can lead to feelings of wasting one's time and either giving up of being ineffective. 

Let's look at some key reasons why Social Media marketing can become chore-like and its effectiveness suffer as a result, with this list of common issues with social media:

Lack of Strategy: Without a clear strategy in place, social media posting can feel aimless and repetitive. When there's no overarching plan guiding the content creation process, it can become monotonous and uninspiring.

Pressure to Post Frequently: Many businesses feel pressured to maintain a high posting frequency on social media to stay relevant and visible. This pressure can lead to a mindset where posting becomes more about meeting a quota than delivering valuable content to the audience.

Content Burnout: Constantly generating fresh and engaging content can be challenging, especially for small businesses with limited resources. Over time, this can lead to content burnout, where creators feel drained and uninspired to produce new posts.

Lack of Engagement: When social media posts don't receive much engagement or interaction from the audience, it can be disheartening for businesses. This lack of feedback can make posting feel like a one-sided conversation, further diminishing the motivation to continue.

Time Constraints: Managing social media accounts can be time-consuming, especially for businesses juggling multiple responsibilities. Posting on social media may feel like just another task on an already long list of duties, leading to a sense of overwhelm and exhaustion.

Inconsistent Results: Despite efforts to create and share content regularly, businesses may not always see the desired results in terms of increased engagement, website traffic, or sales. This inconsistency can lead to frustration and a sense of futility in continuing with social media posting efforts.

Comparison with Others: Constantly comparing one's own social media presence with competitors or industry peers can create feelings of inadequacy or pressure to keep up. This can contribute to a mentality where posting becomes more about keeping pace with others, rather than serving the needs of the audience.

How to post more effectively on Social Media

"To combat the many challenges of effectively posting on Social Media, businesses should prioritize developing a well-defined social media strategy that aligns with their overall goals and audience preferences. Additionally, focusing on quality over quantity, engaging with the audience authentically, and periodically evaluating and adjusting the social media approach can help alleviate the sense of posting being a mere task on the to-do list."

Effective posting on social media involves a combination of content strategy, engagement tactics, and promotional efforts. Here are some strategies to consider:

Understand Your Audience: Research and understand your target audience's demographics, interests, and behaviours on social media. Use this insight to tailor your content to resonate with them.

Create High-Quality Visual Content: Use high-quality images and videos to showcase your products in the best possible light. Invest in professional photography or create visually appealing graphics to capture attention.

Tell Stories: Share stories about your brand, products, and customers to create an emotional connection with your audience. Highlight the benefits and features of your products in a compelling and authentic way.

Utilize User-Generated Content (UGC): Encourage your customers to share photos and reviews of your products on social media. Repost UGC to showcase real-life experiences and build social proof.

Offer Value: Provide valuable content beyond product promotions. Share helpful tips, tutorials, and industry insights related to your products to position your brand as a trusted authority in your niche.

Engage with Your Audience: Respond promptly to comments, messages, and mentions to foster meaningful conversations with your audience. Show appreciation for their support and address any concerns or questions they may have.

Use Hashtags Strategically: Research relevant hashtags that are popular within your industry and incorporate them into your posts to increase visibility and reach a broader audience.

Run Contests and Giveaways: Organize contests and giveaways to incentivize engagement and increase brand awareness. Require participants to follow your social media accounts, tag friends, or share your posts to enter.

Promote Exclusive Offers: Share exclusive discounts, promotions, and flash sales with your social media followers to encourage them to make a purchase. Create a sense of urgency to drive immediate action.

Track and Analyse Performance: Use social media analytics tools to track the performance of your posts and campaigns. Identify which types of content resonate most with your audience and optimize your strategy accordingly.

By implementing these strategies, you can more effectively leverage social media to promote your business, engage with your audience, and drive sales.  Importantly, each time you post, consider what outcome you are trying to achieve and post with purpose! 


Michael : Digital Marketing Transformation Expert

Posted By Michael : Digital Marketing Transformation Expert
For those of you who choose spIT as your development partner you will be in expert hands as Michael (MA E-Commerce, MA Marketing, BA Hons Marketing, DMI Expert, CDMP) will act as your Project Leader and support you through the development process, answer any questions and work with the rest of the spIT team to ensure you receive the best result and gain access to his wealth of knowledge in the e-Commerce and Digital Marketing space.

Updated : 15th April 2024 | Words : 1012 | Views : 296

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