Social Media Reactions are not an Indicator of Business Performance

Ever wonder how the friend you have stays in business, although no one seems to pay attention to their postings? Or what about the other friend, that is always starting something new and generates considerable reactions and followings? Truth be told a significant amount of new business owners place too much time, stress, and emphasis on the social media scene. If you ever have any doubts about that, take the time to view a major corporation's social media page (in example: Walmart, Inc.) and compare it to any social media influencer's page. Almost every time the influencer will have the corporation beat out in reactions, but which one between the two do you think makes more money? Exactly. Social media serves as an aid to business outreach and awareness efforts, and it should never be the sole method of client acquisition for any company. When done correctly, social media management for your business should feel like harvesting crops in the sense that care, consistency, and attention to detail will yield long-term results. Provided below are a few helpful tips for any new or prospective business owner:

1. Censorship- Many social media platforms usually do not like you advertising goods, services, and politics on their platform. Well, at least not without paying. If you do not have the capital to run consistent campaigns, you should take the time to experiment between your personal and professional pages, and break the algorithms.

2. Lurkers- There is always an audience for the need you are addressing. Often times, you just have to find them. It is surprising how many people watch in the shadows, waiting for just enough confidence to reach out. I have had many clients who have never reacted to a single post, call me and drop significant money on projects they have in mind. Keep posting the great things you and your business are doing, some people are just shy and want in on confidential terms.

3. Unattractive- Nobody cares about your business. They care about what your business can do for them. Make advertisements and posts appealing to the people you are trying to attract, and not yourself. Also, be sure to establish distinction between your company media and others operating within the field.

4. Neglecting Metrics- Each social media platform has a series of data collected on the advertisements you run. You should be doing the same on your personal posts, and determining what kind of audience is interested in what you are doing. When you can confirm correlation between your paid advertisements performance and your personal postings performance, you are ready to start maximizing your campaign strategy.

5. No Validation- Have you ever been solicited by a person you do not know on social media? Chances are you did not appreciate it much, so why would you do that to someone else? New businesses often have the issue of developing portfolios or authenticating their legitimacy, and will go through ridiculous means to do so. We have even come across some small businesses that fabricate their reviews in order to seem more established. These are not the kind of people you want to be doing business with, and you should never do that to others in exchange. When a service or good has been delivered with satisfactory reception, ask your clients if they would be willing to take a celebratory photo with you, or maybe do an interview? Evidence of p0sitive reception and validation of authenticity will work wonders for your business, believe me.

Thank you for reading this article. Hopefully the next time you find yourself scrolling frantically up and down your social media page (nervous on what others may think), you remember that there are a lot of businesses making great money with zero post reacts!

Evan A.

RIEC, LLC. Business Services