Top 3 Reasons Social Networking Can Fail

Many online entrepreneurs have jumped onto the social networking bandwagon, but how many of them have actually used social media successfully? Let’s take a look at the top three reasons social networking can fizzle as a marketing tool.

Reason #1: Product-Heavy Content
One sure way to turn off customers on your company’s Facebook page, Twitter tweets or blog posts is by bombarding them with references to your products. The point of using social networking as a marketing tool is to form a more personal connection with customers and potential clients.

Before you make another post to your social networking sites, study your planned content. Are you constantly making references to your products or services, or are you also offering information your readers can use?

Reason #2: Lack of Connection
Another way to turn off your audience is to remain aloof. In other words, are you connecting with them or are you pronouncing from on high? Do you ask your readers, followers or Facebook friends to offer their comments, or are you controlling the entire conversation?

Do you actually respond to their tweets or posts? If you hope to strengthen your link to your target audience, dive in and get to know them. Find out what they like, what issues they face and how you can help. Otherwise, it’s not social networking, it’s just advertising.

Reason #3: Confusing Your Audience
Look at your social networking efforts from your reader’s viewpoint. Can you easily tell who you are, or do you deliberately remain anonymous? Is it obvious what you and your company do?

After reading a few posts, would a reader be able to state what you’re offering that’s of value to them? Although you need to steer clear of heavy-handed advertising, it’s best to be transparent about who you are and what problems you can help them solve.

Leave the obvious marketing ploys to the amateurs; getting to know your target audience is fun and effective. Get out there and socialize, you won’t believe what it can do for your business!

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