What is a Common Issue With Social Media Marketing Plans?


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Social media marketing may seem like an easy way to get your message out, but there are some common issues that many businesses run into with their social media marketing plans, even those with the best intentions. Let’s talk about them and how to avoid them! One issue is not having a plan in the first place—how do you know what your social media goals are if you haven’t set them? Social media marketing plans are often created by business owners, marketing managers, or advertising agencies. While these plans can be very effective when executed, they often fall short in one key area that may cause the plan to fail. Before you create your social media marketing plan, ask yourself if it contains these common issues that could lead to failure. By addressing each issue and creating a better plan, you will be more likely to succeed with social media marketing. Here are 7 common issues with social media marketing plans.

The Planning Fallacy

Social Media Marketing Plans are often fraught with the Planning Fallacy. That is, we plan for everything when the reality of what can happen in the marketplace or on social media may be vastly different than our initial assumptions. 

Social Media Marketing Plans should be fluid and ever-changing. It’s important to focus on achieving measurable goals instead of setting timelines or making commitments that you may not be able to keep when unforeseen circumstances arise. Some other ways to avoid the Planning Fallacy include: 

1) Be realistic about your expectations – What do you want your outcome to be? Is it possible? Write down specific results, rather than generalizations. (e.g., I want 50% more leads this month vs I want more leads) 

2) Determine which objectives matter most – Consider which outcomes will actually make a difference. If your objective doesn’t matter, then there is no point in getting frustrated if it takes longer or goes differently than planned.

Lack of Strategy

Without a clear strategy for your social media channels, it can be hard to know where to start or what to post. What should be the focus of your posts? What type of content should you share? And when should you post it? If you don’t have these answers, then your posts will likely feel haphazard and unstructured. 

To get started on developing your strategy, start by determining what type of content works best for you and which platforms work best for that type of content. It’s also important to answer questions like: Who are my ideal customers? Where do they spend their time online? What is the goal of my campaign (to increase sales, build brand awareness, etc.)? How much time am I willing to invest in this effort? How often should I post? These are just a few of the considerations involved in deciding how your social media channel strategy will look.

Once you’ve answered these basic questions, it becomes easier to decide how often and what types of posts you’ll need to create in order to meet your goals. You can also hire professionals who specialize in digital marketing if you’re looking for someone else’s expertise in this area.

Not engaging with followers.

A major problem people face when trying to market on social media is that they fail to engage their followers. This might be because they are posting content which doesn’t interest them, or they don’t know what the best time to post is, or they simply don’t know how to engage their followers. Whatever the reason, it’s important for marketers to find ways to reach out and connect with their audience. 

First off, it’s important not only in your posts but also in any replies you make to others’ posts. The idea is to show people who comment on your posts that you’re paying attention and care about what they have to say. Another good way to engage followers is by asking questions–either of them, your company’s products, or other relevant topics. The point of these questions should be to spark discussion among followers rather than get an answer right away. You can even ask open-ended questions like What do you think? or Why do you think this? Try posting more often too–sharing new updates every few days rather than waiting for months at a time between updates–so your followers will always feel as though there’s something new happening in the world of your brand.

Not Posting Consistently

It seems like there are two major problems that can lead to not posting consistently on your social media channels. The first is not knowing what to post, and the second is not having enough time. You can solve the first problem by planning out your posts in advance. This way, when you’re sitting down to write your next post, you already have an idea of what you’re going to say and post. If you don’t think you’ll have time for daily posts, then try to focus on posting at least three times per week. I know this might sound daunting, but it’s doable if you make sure to plan ahead so that you have time during your day. Your content will be more engaging because it will be fresh, and your followers won’t grow tired of seeing the same thing over and over again.

Not Having Clear Goals

Another common problem with social media marketing plans is not having clear goals. When you don’t know what you want to accomplish, it’s difficult to measure your success. If you’re not sure what the goal of your campaign should be, think about what your company needs and ask yourself: What would make my company happier? What would make more customers come to my store or buy more products? These are the things that you need to focus on when trying to create an effective campaign. Once you have established these goals, it will be much easier for you to produce high-quality content because it will be specific and targeted towards those goals. With goals set, you’ll know exactly how many likes/retweets/comments to expect so when they happen, you can celebrate!

Not Researching Your Audience

It’s important to analyze your results to see what content resonates best. You may not get as many interactions or shares as you would like, but by analyzing your results you can find out what works and doesn’t work for your audience. One way to analyze how well your posts are performing is by looking at the number of comments and likes they receive. Another way to do this is by checking the number of shares on Facebook. It’s important to keep track of these numbers over time so that you can see how much progress you’re making in terms of engagement and exposure. The more likes, shares and comments you have means that people are seeing your posts. With enough data, you’ll be able to determine which type of content gets the most attention from your followers (e.g., pictures vs. videos).

Not Analyzing Your Results

One of the most common issues with social media marketing plans is not analyzing your results. It’s important to look back at what you did and see what worked and didn’t work. This will help you better understand how to approach future posts, ads, or content. Plus, this gives you the opportunity to learn from your mistakes and improve your strategy. For example, if one post was shared more than others, it would make sense to do more posts like that in the future. But if one post received negative feedback (e.g., high number of shares but low engagement), then it might be best to avoid doing similar types of posts in the future.


We’ve already discussed the importance of an active and well-managed social media presence in today’s business world, but what happens when your plan doesn’t come together as expected? It’s important to know that if you are seeing lackluster performance on your social channels, it could be due to one of four reasons: you’re not posting enough content; you’re not engaging your audience enough; you’re trying to sell too often; or the right people aren’t following you. One way to help troubleshoot this problem is to track how many likes and shares each post gets. If it’s less than 3% for example, then it might be time for some changes. If there is a small number of likes, maybe try using images instead of just text posts. Or if the comments are mostly negative, consider reducing advertising frequency and moving them more towards the bottom of posts so they don’t take up space from other content. Maybe you should also try creating polls to engage followers more.


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