Top Four Reasons Why Social Media Marketing Can Fail

Social media marketing is an important part of running a business and building a brand. Whether you’re the owner of a personal blog or the CEO of a multimillion-dollar business, the value of social media marketing can never be underestimated.

A few years ago, businesses didn’t have a complete grasp of how to handle social media. Nowadays, everyone is getting a bit better. But even so, simply deciding that your business is going to go in the direction of social media doesn’t guarantee success. Some businesses or blogs, no matter how big, can still find themselves failing in the cutthroat world of social media.

Below are the top four reasons why social media marketing campaigns can end in failure.

Lack of fan interaction

There are two main reasons why people engage in social media marketing. The first is to promote a brand to people who otherwise have never heard of it, and the second is to strengthen an already loyal fan base. In order to achieve both goals, social media marketing attempts should first be interactive in nature.

If you’re running a campaign, make sure that your tweets or status updates can be easily shared. Use loyal followers and first-time visitors alike as leverage for promoting your brand by establishing your content as a nexus of discussion. Don’t just promote promos and blog posts on your social media accounts. Remember to treat your audience as actual people, not just figures that translate to page views and sales. Talk to your fans once in a while. Build a personality around your content.

Maintaining a constant level of fan interaction not only helps you stand out from the competition, but also helps you improve your relationship with your followers. People are more likely to follow a figure with an actual personality, than a brand that never stops talking about itself.

Lack of consistency

Consistency is an important part of social media. Social media is a fast-moving landscape, after all. If you don’t constantly publish posts or tweets, your content is going to get buried, drastically lowering its chances of ever being seen. Remember that no matter how big your brand is, you’ll only be a small part of people’s social media habits. Because of this, content creators everywhere should practice consistency in social media platforms relative to the type of brand they’re trying to build.

Failing to maintain consistency is one of the main reasons why followers can lose interest. Always remind people that you exist. Stay relevant by occasionally promoting yourself in the context of trends and other things that are happening in your part of the world. Maintaining consistency translates to an increase in followers, which eventually also translates to page impressions, sales, and an increase in brand recognition.

 Lack of repetition

Remember that the world doesn’t have just one timezone. Content should be shared more than once to affect the most number of people. Plan your social media marketing campaign on a global level. Consider people’s social media habits from all over the world. While you’re posting content in the middle of the day in the United States, your followers in Asia might end up missing your post entirely.

At the same time, remember that there are different demographics that you should be paying attention to. Make sure that your content can be rebranded and rapackaged to cater to the attention of different types of people.

 Lack of original content

Original content is the backbone of every brand and every website. People support a particular brand or site because the person behind it is capable of producing content that can’t be seen anywhere else. If all you’re doing on social media is posting the same content over and over again, without actually showcasing anything that can’t be seen anywhere else, people are never going to develop an intimate interest in the content you produce.

Remember that social media marketing is only an extension of your brand. Social media marketing is only a means to increase your influence online. People are still going to visit your site and explore what you have. Once users actually see your content, you better be sure that it was worth sharing in the first place.


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Author: Akbar Lalani
Akbar Lalani is an entrepreneur and currently the CEO of Corelead Interactive. He has over 2 decades of experience in building strategic marketing plans and managed several online brands for small, medium and large companies including Fortune 500 companies.