Five Reasons You Haven't Been Able to Make Social Media Work
I know evolution is a slow process, but we’ve been using social media channels in our marketing for over ten years, and I still get daily questions like, “How do I make social media work for me?” “How to do I build my social media presence faster?” “Why isn’t anyone following me back or clicking to buy my products?”
Very few people want to know how to listen to customers better on social or how to discover what their ideal customers are wanting to read or engage with on social media channels.
Here are 5 reasons you haven’t been able to make social media work for you and your business, regardless of how long you have had accounts set up:
1. You’re Impatient
Everyone wants to know how to get thousands of followers and fans right out of the shoot. Three weeks after setting up an account people wonder why no one is following them back or buying their products. Building a following on any social channel takes planning, writing, focus, consistency. All of those words that equal WORK. Who wants that route? Just buy 10,000 fake followers for $5 and we can all pretend they will buy from you.
You need to do some research (and no, there’s probably not a cliff note version of a book at Barnes and Nobel to give you all of the answers), go to competitor pages and see what type of content they post that people find interesting. Make a list. Don’t say you have no competition unless you have all the customers for what you are selling. Look at the images they share. What type of questions or tips do they share? How often are they posting? Now take the time to create great content that your potential audience would like. And if you are concerned about posting good content before you have an audience there to read it, keep in mind, you don’t want to invite people to an empty house. You need something interesting and helpful there before you start inviting people to join you.
Once you start posting, don’t stop. Do it daily. Multiple times a day, and before you groan too loud saying you don’t have time, keep in mind the organizations that have large followings are doing the work. They are not getting the engagement by posting once in a while.
2. You Don’t Really Care What Other People Have to Say
In face-to-face conversations, you know those people who watch your mouth move while your talking, just waiting for you to stop so they can tell you all about themselves? That’s what many people do on social media channels. They don’t want to spend time having to read other people’s posts or engage in groups where you’d have to spend time actually listening to other experts and people discuss things that aren’t about YOU.
On social channels, you have to be…SOCIAL! It isn’t all about you talking and everyone else listening. It’s about you listening and answering and listening some more and asking some questions and listening to the answers before you talk again. For some of you, I can almost see you reaching for pencils to jam in your ears already. Relationships are built on two-way conversations, and on social, it is those small conversations with hundreds of people. (Go ahead…poke just one in.)
If all you are doing with your social marketing is posting content with no conversations or responses, you may as well just stick to your website that you think is interactive because you have the words CONTACT US on it. Social may not be in your blood, and you can check if you pull that pencil back out!
3. Your Content Isn’t That Great
This is a hard one. We all fall in love with our own content and are convinced that everyone else will as well. Like the 2009 movie with Ben Affleck and Jennifer Aniston, “He’s Just Not That Into You.” It could be you need to pitch what hasn’t been working and give your brand a makeover because they’re just not that into you…YET.
We need to consistently be refining our message and finding the voice that is both authentic and yet one that will connect with the audience we are seeking. There’s an old joke, “Be yourself. Unless you’re a jerk, then be someone else!” You just may need to tweak how your brand is coming across in your content.
Many of us have gone through management or leadership training where you take a communication style assessment or behavioral assessment to discover our strengths and “areas for improvement” when it comes to building relationships. We learn where we need to adapt. It is the person who can most easily adapt that survives and thrives in any environment.
The bottom line in any communication or relationship is to be able to adapt to the styles of others if you want to be successful. Our content is no different. We have to see what people engage with and what they don’t, and then make changes accordingly. Do you write using language that is too “verbose?” Do your images need more visual appeal? Go back to your competition and see what is working there and then make some adjustments.
4. You Have Siloed Your Marketing
Many companies suffer when their marketing team is siloed from the other departments as if they don’t need input from everyone. Social media has been siloed from many marketing teams as well. People see these channels and activities as separate, not needing to coordinate or blend with other company objectives. Whole campaigns are created in some organizations without giving social consideration. No input or thought about how ideas and objectives can be met on social channels.
Another way we put our social marketing into a silo is when we don’t tell our face-to-face audiences about our social channels. We have a website without links to social channels (or the links that are there don’t work). We have business cards with no reference to an online presence. Our email signature never eludes to other ways someone may want to connect.
One of my favorite quotes came from a presentation by Avinash Kaushik, who said, “If today’s social tools are not in your blood it is difficult to imagine their power & use them for good.” There are many who know they should be using social media tools in their marketing, but they truly cannot fathom how they can work to build relationships and ultimately impact their business. These are the ones who end up saying, “social media is a waste of time.” Their short-sightedness and impatience will never allow success in.
5. You’re Too Busy
This is by far, the most common excuse (or reason) I hear for why people are not experiencing success using social media in their marketing. After all, you have real work to do. You have a business to run. Perhaps the good news is, you won’t have a business for long if you don’t learn to use today’s tools to connect with your audience. Think of all that free time you’ll have.
I live and breathe this industry 24/7/365 and I know the struggle. It is very real. There are too many things to do in a day. I don’t have time to sit on Facebook or Twitter, and don’t even get me started about Snapchat. Because this is our industry, of course, I make time for these activities, but when it comes to payroll, bookkeeping or paying taxes, I don’t have time for those things! But if I don’t do them, or hire someone to do them, I wouldn’t be in business very long.
Instead of using this excuse for why you have spent a few hours here and there over the past 10 years (adding up to a gazillion hours) and still haven’t made progress, commit to making time to do it right or hiring someone to help you. Of course, you can always stop those time-sucking activities like watching television and spend that same number of hours per week working on your marketing.
So admit it, which one of these reasons has been holding you back?
China's Push Toward Excellence Delivers a Global Robotics Investment Opportunity
Written by: Jeremie Capron
China is on a mission to change its reputation from a manufacturer of cheap, mass-produced goods to a world leader in high quality manufacturing. If that surprises you, you’re not the only one.
For decades, China has been synonymous with the word cheap. But times are changing, and much of that change is reliant on the adoption of robotics, automation, and artificial intelligence, or RAAI (pronounced “ray”). For investors, this shift is driving a major opportunity to capture growth and returns rooted in China’s rapidly increasing demand for RAAI technologies.
You may have heard of ‘Made in China 2025,’ the strategy announced in 2015 by the central government aimed at remaking its industrial sector into a global leader in high-technology products and advanced manufacturing techniques. Unlike some public relations announcements, this one is much more than just a marketing tagline. Heavily subsidized by the Chinese government, the program is focused on generating major investments in automated manufacturing processes, also referred to as Industry 4.0 technologies, in an effort to drive a massive transformation across every sector of manufacturing. The program aims to overhaul the infrastructure of China’s manufacturing industry by not only driving down costs, but also—and perhaps most importantly—by improving the quality of everything it manufactures, from textiles to automobiles to electronic components.
Already, China has become what is arguably the most exciting robotics market in the world. The numbers speak for themselves. In 2016 alone, more than 87,000 robots were sold in the country, representing a year-over-year increase of 27%, according to the International Federation of Robotics. Last month’s World Robot Conference 2017 in Beijing brought together nearly 300 artificial intelligence (AI) specialists and representatives of over 150 robotics enterprises, making it one of the world’s largest robotics-focused conference in the world to date. That’s quite a transition for a country that wasn’t even on the map in the area of robotics only a decade ago.
As impressive as that may be, what’s even more exciting for anyone with an eye on the robotics industry is the fact that this growth represents only a tiny fraction of the potential for robotics penetration across China’s manufacturing facilities—and for investors in the companies that are delivering or are poised to deliver on the promise of RAAI-driven manufacturing advancements.
Despite its commitment to leverage the power of robotics, automation and AI to meet its aggressive ‘Made in China 2025’ goals, at the moment China has only 1 robot in place for every 250 manufacturing workers. Compare that to countries like Germany and Japan, where manufacturers utilize an average of one robot for every 30 human workers. Even if China were simply trying to catch up to other countries’ use of robotics, those numbers would signal immense near-term growth. But China is on a mission to do much more than achieve the status quo. The result? According to a recent report by the International Federation of Robotics (IFR), in 2019 as much as 40% of the worldwide market volume of industrial robots could be sold in China alone.
To understand how the country can support such grand growth, just take a look at where and why robotics is being applied today. While the automotive sector has historically been the largest buyer of robots, China’s strategy reaches far and wide to include a wide variety of future-oriented manufacturing processes and industries.
Electronics is a key example. In fact, the electrical and electronics industry surpassed the automotive industry as the top buyer of robotics in 2016, with sales up 75% to almost 30,000 units. Assemblers such as Foxconn rely on thousands of workers to assemble today’s new iPhones. Until recently, the assembly of these highly delicate components required a level of human dexterity that robots simply could not match, as well as human vision to help ensure accuracy and quality. But recent advancements in robotics are changing all that. Industrial robots already have the ability to handle many of the miniature components in today’s smart phones. Very soon, these robots are expected to have the skills to bolster the human workforce, significantly increasing manufacturing capacity. Newer, more dexterous industrial robots are expected to significantly reduce human error during the assembly process of even the most fragile components, including the recently announced OLED (organic light-emitting diode) screens that Samsung and Apple introduced on their latest mobile devices including the iPhone X. Advancements in computer vision are transforming how critical quality checks are performed on these and many other electronic devices. All of these innovations are coming together at just the right time for a country that is striving to create the world’s most advanced manufacturing climate.
Clearly, China’s trajectory in the area of RAAI is in hyper drive. For investors who are seeking a tool to leverage this opportunity in an intelligent and perhaps unexpected way, the ROBO Global Robotics & Automation Index may help. The ROBO Index already offers a vast exposure to China’s potential growth due to the depth and breadth of the robotics and automation supply chain. As China continues to improve its manufacturing processes to meet its 2025 initiative, every supplier across China’s far-reaching supply chains will benefit. Wherever they are located, suppliers of RAAI-related components—reduction gears, sensors, linear motion systems, controllers, and so much more—are bracing for spikes in demand as China pushes to turn its dream into a reality.
Today, around 13% of the revenues generated by the ROBO Global Index members are driven by China’s investments in robotics and automation. Tomorrow? It’s hard to say. But one thing is for certain: China’s commitment to improving the quality and cost-efficiency of its manufacturing facilities is showing no signs of slowing down—and its reliance on robotics, automation, and artificial intelligence is vital to its success.
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