A negative trend in internet marketing has been repeated comments from business owners about the pointlessness of SMM. Often this is accompanied by emotional comments about how someone spent a lot of money on social networks or about how social media marketing does not pay for itself. We have selected only harmless formulations.
If you look at the situation from the inside, or even look from a different angle, from those who sell SMM as an advertising promotion service, then large market players sell it in combination with other company services, or give it to the customer. Why is that?
It can be assumed that not only customers, but also advertisers themselves consider it not productive enough for a single service, and use it as a gesture of loyalty without requiring additional payment for it.
But it was not always so. When SMM was still an unknown area and all marketing steps in it were made on a whim, profits flowed organically into small and large businesses. But over time, this phenomenon began to fade. Firstly, everyone rushed to social networks, and secondly, SMM moved from an amateur and underground advertising format to a professional and in some way aggressive promotion.
Reasons for the decline in the effectiveness of SMM
The struggle for user attention and the algorithms for ranking posts in the smart social media feed force us to sacrifice quality for the sake of regularity. You can often see publications that are absurd in content, but still posted by the admin. Question: why? Answer: to be.
The solution to this problem should be sought in the level of professionalism of a specialist. His task in this case is to find a balance between rules and common sense. That is, immerse yourself in the project, study the audience and give them relevant content. Even if rare, but qualitatively.
Unfortunately, many companies invite incompetent managers to cooperate who do not know how to work with social networks and only spend the project budget. Such specialists do not understand how to set up advertising and attract a wide audience, so they do not hesitate to buy likes on Instagram and other services, and present a large feedback as a merit of their work. If you notice such an attitude towards work in your employee, then it is better to get rid of him.
Useful content is not a priority
Excessive exaltation of the merits of a brand or company in the minds of the audience is the line, crossing which, you can fall sharply in the eyes of subscribers and cause negativity, expressed in unsubscribes and distrust.
Here it is worth being guided by the principle of the benefit of content for people. This is an ideal format for presenting information that does not carry artificial meanings. People consume useful content and unwittingly become brand loyal.
Filled with commercial posts, company social media accounts are usually completely dead. Nothing happens in it. Posts with a call to buy are released daily, as scheduled. But even if it is food or daily hygiene items, this does not mean that people should buy them every day. Such content will only cause rejection and a desire to close from constant offers to part with money.
Ignorance of audience behavior patterns
It is impossible to fix problems without knowing how an ordinary user of a social network behaves, who is in the segment of the target audience of a particular public. Predicting this behavior will allow you to create the right design, draw up a content plan, choose the right language for communicating with the audience, and, ultimately, create a kind of community of people ready to buy. But before this community arises, you need to create a page that is easy to use. Convenient in every sense that is assumed when using social networks.
This is where the overall marketing thinking of an SMM manager comes into play. How quickly a set of actions will be found to finalize the project, which is understandable to the end user, depends on the practical experience of the specialist and the ability to get used to the page visitor, to be able to look at him with his eyes.
This is a basic set of reasons that should be worked out in the first place if the social networks of the project do not bring you profit. Here it is recommended to use not only a subjective view, but also to ask for help from colleagues who are far from Internet marketing. This will create a clearer picture and notice flaws.
With amendments in accordance with these reasons, the results will already be visible, and if within a few months the situation does not change or worsens, you should pay attention to the quality of eliminating these reasons and the qualifications of the community administrator.