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4 Ways to Tank Your Social Media Campaigns

Posted by Jenna Bruce on Thu, Jun 01, 2017 @ 04:11 PM

Reaching and engaging customers via the proliferation of social media channels has become a huge priority for most businesses. And yet many of these companies create and post pointless, promoted posts, sharing information none of their customers really cares about.

The result: wasted ad spend on campaigns that fail to cut through the digital noise and drive action.

How do companies tank their social media campaigns over and over again? By making one or more of the following mistakes:

  1. Having No Strategy

It’s said you can’t get to your destination without a roadmap. You can, as long as you don’t know where you’re going.Business man pointing to transparent board with text What's your Online Marketing Strategy?.jpeg

While you don’t have to plan out every single tweet or Facebook post verbatim, you DO have to plan what content and events you are going to create content around.

You also must do a bit of research to determine which channels are the right ones for your business. Despite what you may think, you do not have to have a presence on every single social media channel. Trying to maintain myriad SM accounts will spread your marketing team too thin and waste precious resources.


Instead, determine WHO your customers are and WHERE they choose to get their information. If you’re a B2B company, you may find you only need to be on LinkedIn to get excellent reach. Other companies may find Facebook and Google+ work well, while others Instagram and Youtube.

  1. Not Acting Like a Human Being

If you’ve been focused on traditional advertising channels like newspapers and TV ads, you may stumble a bit when first using social media. That’s because traditional advertising incorporates one-way messaging. You talk – they listen.

But social media is a digital conversation. This means you have to be the HUMAN behind the company and engage with your customers, not sell to them all of the time. This will entail listening to their problems and offering real help, or just offering a smile in the form of a funny photo.

With social media, you want to throw a party, invite all of your prospects, and then be the life of your own party.

  1. Not Bothering to Automate

You probably already know this, but it bears repeating: social media marketing isn’t something you do once a month. It’s definitely a commitment of time, and since so many small business owners have very little time, the best thing they can do is prepare a chunk of content ahead of time, then load it all up into a robust automation tool like Hootsuite or Buffer. A set-it-and-forget-it approach will help you be consistent with posting.

Just be sure to spend a little time each week (or assign the task to someone else) responding to comments and answering any customer questions that may pop up.

  1. Not Bothering to Measure

How do you know if your social media campaigns have been successful if you don’t measure them?

Besides reach, one of the other main benefits of social media is it can be predictably analyzed. SM can be easily broken down into analytical definitions like retweets, replies, mentions, and engagement.

It’s important to set some realistic metrics for your campaign (150 retweets) before you launch, then see if you were successful or not. If not, tweak and refine your content strategy and check to make sure you chose the right channels and right time of day to reach your audience.

Social media can be a great addition to an integrated campaign, but if you want this channel to work for you, you’ve got to read this post one more time to ensure you don’t make any of these common mistakes.

Topics: online, social media, online advertising, social media engagement, integrate print and digital, Twitter, Facebook

Top Advertising Tips for Facebook, LinkedIn and Twitter

Posted by Hannah Hill on Tue, Jan 15, 2013 @ 12:15 PM

If you’re reading this, chances are you maintain at least one personal social media profile, though it is more likely you regularly update a handful of them. Some of you even manage the social media profile pages associated with your organizations. If you’re like me, you aren’t new to social media, and you’ve probably noticed the ever-increasing amount of advertising that has wiggled its way into our social lives. Like it or not, social media advertising is here to stay. And it’s not just the traditional banner and display ads. Now it’s getting into our feeds, the place we go to get the updates we actually want. Let’s take a look at what it means to be a successful advertiser on Facebook, LinkedIn and Twitter.

advertising via facebook, linkedin and twitter


With more than one billion users, Facebook has more active users than any other social network (not to mention three Oscars, thanks to the movie The Social Network). By definition, Facebook’s sponsored stories are updates paid for by a particular organization that highlight friends engaging with that organization’s page, app or event. You’ve probably seen sponsored stories in your news feed after your friends have checked in at or liked various restaurants and retailers. As an advertiser, you can target specific Facebook users with each sponsored story based on geographic location (country, state or city), “likes” and even connections. This targeting capability increases your chance of getting your ad in front of your target demographic. With Facebook’s analytics, you will be able to track performance to determine the number of impressions and the click-through rate for each ad. On its second quarter earnings call, Facebook COO Sheryl Sandberg said, “[a]s measured by click-through rates, sponsored stories in [the] news feed perform multiple times better on both desktop and mobile than ads in the right-hand column.” Keep that in mind when you develop your company’s ad strategy for Facebook.


As of late September, LinkedIn had more than 187 million members in more than 200 countries and territories, making it the largest professional network in the world. The LinkedIn Ads program allows you to target members based on job title and function, industry, company name and size, geographic location, gender, age, etc., providing you the opportunity to strategically reach your targets based on your budget. Ads can appear on any of the following pages: profile page, home page, inbox, search results page and group pages. To get started, create a few different ads and see how they perform. It is to your advantage to tweak low performing ads as high performing ads are shown more often. On another note, LinkedIn revamped their company pages a few months back, so make sure you’ve built out the products/services tab so the professional online community can see what you have to offer.


According to research completed last September, there are more than 500 million active registered Twitter users in the world averaging a combined total of 55 million tweets per day. That’s a whole lot of 140-character chatter, and hopefully your business is in on the conversation. Twitter currently offers a variety of ad opportunities for marketers and small businesses, including Promoted Accounts, Promoted Tweets and Promoted Trends. All offer the ability to increase engagement and brand awareness through strategic placement and better exposure in search results. “With Promoted Tweets, we've seen engagement rates from 1% to 3%, on average. On mobile, the engagement rates are even higher,” said a Twitter spokesperson earlier this year. Of course, you can still advertise via Twitter the good ol’ fashioned way (and at no cost to you) via word of mouth by your followers. Remember to keep up with the latest updates and best practices to ensure you’re getting all the advertising benefits available via Twitter.

Just as you maintain multiple social networking profiles, diversify your advertising efforts and use both print and digital media. Download our most popular eBook ‘The CMO's Guide to Integrating Print and Digital Media’ to learn how you can take advantage of the benefits of multi-channel advertising.

Download the CMO's Guide to Integrating Print and Digital Media

Hannah Hill is a marketing specialist at Mediaspace Solutions. Her marketing experience includes writing, social media and event management. You can connect with Hannah on LinkedIn, Facebook or Google+.

Topics: advertising, LinkedIn, social media, Twitter, Facebook