Four Social Media Challenges For CXOs

by Sawaram Suthar    Sep 15, 2016

social media

For last few years, Social Media has become one of the most vital tools to connect and interact with people. The impact of the medium has been so overwhelming that many companies in today’s world take Social Media quite seriously.

A recent report states that nearly one-third of the global population or 2.3 billion people on earth are active social media users. Hence, it will be foolish to ignore such a huge pool of audience, and, rightly so, companies aren’t that stupid.

But, the question remains, do businesses, and their CXOs, use it correctly and are they doing it right? There are some known challenges that businesses have to face when they decide to use Social Media for their benefit. So, let us take look at these so called social media challenges, and try to find ways to work around them.

1. What Type of Content to Put in?

This is the million-dollar question that many people struggle to answer. The content that you put on your page dictates what you want to convey and whom you want to transmit to. When you want to post some nice, interesting, and informative on social media, you must stay creative and original. However, managing this very thing is a very tedious task.

As sometimes you may get confused with so many options to explore.

How to overcome the problem:

Here are some suggestions—

Original Blogs or Articles: If you want to teach your audience something about your service or product, then generating good quality textual content should be at the top of your agenda. 

Video or Vlogs: Putting in a simple explainer video, or any video that attracts the eye, can help your audience a lot. It can also make your company’s page very attractive. For example, if you to utilize your YouTube account correctly, then you can win some followers and fans.

Infographics: Information put in a graphical form so that you viewers can assess data in a very interactive way. If you want to show some data or numbers, then info-graphics are the best way to present it.

Case Study: If you want to explain how your product or service works, then case study is one of the best ways to do it. Stick to formal language here, provide a sound solution, and explain things with a summary and a conclusion. Sharing these things on your accounts can help your cause, as it can quickly increase your relevance and importance.

2. How to Manage Social Media Correctly

According to this statistic, in the United States, 88% of companies (roughly nine out every 10) use the Pandora Box called Social Media for marketing and other purposes.

It is time consuming, tedious, and outright frustrating at times. Managing multiple Social-Media Accounts is not a child’s play. If you do not possess the right tools, then you might create a huge pit for yourself. It is vital that you must have proper tools and the total control over your accounts at all times.

How to solve the problem:

Most businesses use various tools like SocialPilot just to manage social media accounts. If you use these tools correctly, then you can easily manage and identify your audience pretty quickly.

Apart from these tools, you can also rely on social media management systems. With these tools, you can easily manage all your web profiles, control your accounts, schedule posts, find leads, generate more traffic, and get better feedbacks.

These tools would allow you to manage your profiles in a better way. Hence you can easily rely on them.

3. What Platform or Website to Use and Where to Find Most People?

Social Media is vastly dense; as there are several websites and mediums that you can select to convey your message. But, the challenge here is which website or medium to go for and use. It is a very logical question as many companies make the wrong choices when it comes to selecting the right website. Everything cannot be shared at every medium; you have to pick and choose the right one.

How to overcome the problem:

Let us first take a look at the lineup here via comparing the number of active-user tally. Source (all figures in million)

·         Facebook: 1712

·         Google PLUS: 111

·         Youtube: 1000

·         Twitter: 313

·         Linked-In: 270

·         Instagram: 500

·         Tumblr: 555

·         Pinterest: 100

·         Quora: 100

As you can understand Facebook remains the most prominent social media website, and hence it is always on the top wish list of every company. All the CXOs use Facebook to promote their brand, run their marketing campaigns, provide their customer support, interact with their customers, and launch their new products/services/offers.

It is the same with Twitter and Instagram, they also a very distinctive platform to promote anything that a company wants.  However, the number of fans and followers does not guarantee sales or interaction. Companies have to know where their audiences reside if they truly want to unlock the potential of the medium. If you believe you have a niche agenda in mind, then it is always useful to opt niche platforms. For instance, if you are a professional photographer, Instagram offers you more exposure than let us say YouTube. But, if you want to promote your promotional video, then YouTube comes in to play.

Also, when you want to present your content on particular sub-titles, hash-tag, or tags, then you must penetrate on the specifics. For instance, Pinterest provides topic by topic pages/sections where you can easily share your content so that your targeted audience can find what you want to say or convey.

However, as a company, use must be active in 5 places—Facebook, Twitter, Instagram, Google Plus, and Linked In— without fail, regardless of what you do or what you sell.

4. What is the Right Time or Moment to Share Your Content?

So your content is ready and you want to publish it. Any random time may seem like the right moment to share your piece, as you feel the quality of the content will make it viral anyhow. Some CXOs numerous times make this small mistake when their content is ready for publishing and sharing.

There is a definite time-frame that your business must follow if it wants to create the maximum impact on the internet. In fact, if you share and upload your content at the optimum time—and needlessly to say when the quality is good—then there is a chance that your production might go viral.

How to solve the problem:

Let us understand how Facebook works in this regard. According to this survey, it is best to put your content on Facebook in the afternoons between 1 and 4 p.m. on a Wednesday, Thursday, Friday, or on the weekends. The last 3 days of the week are most preferred days, and they are the best for sharing also.  

Similarly, the study also talks about the fact that the best time to Tweet is again in the afternoon from 12 Noon to 3 p.m. However, the best peak time is at 5 p.m. every day. Likewise, it is a well-known fact that nobody checks Linked-In on Fridays!

Even you can follow these lines and share your content at the times mentioned above. The most optimum time to share or post your piece ideally should be after the lunch break on the later days of the week. But, remember, if you have to post something that is an emergency or is urgent, then do not wait for the right time, just post it—the importance will take care of the reach.

So now that you know when, where, what, and how to maximize your reach over the internet, we believe that you will follow our recommendations. With our little guide, we hope that you can overcome all the challenges social media can throw at you or your company.

[Sawaram Suthar is self-motivated digital marketing consultant and founder at Jagat Media - a digital marketing agency. He helps small & medium and big enterprises to increase their ROI and overall business. Reach him @sawarams or his blog]