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Is Your Social Marketing Missing the Mark?

unnamed-6Time and time again on social, we see brands that are talking to the audiences they want instead of the audiences they have, brands that don’t know what their competition is up to, and brands that simply aren’t keeping up with trends.

The dirty little secret is that your brand has been out-of-touch at one point or another. That’s not an indictment, but it is an incitement: We need to focus on doing what we can to avoid this lack of understanding and commit to success moving forward.

Success takes patience and a commitment to planning thoroughly. There are some common mistakes that keep brands from being able to plan properly.


Not setting the right goals. While you’re popping champagne because you saw 30% follower growth this quarter, your executive team may be more concerned with how many of those new followers are visiting your website or purchasing your product.

If you don’t understand what your higher-ups want and which metrics to deliver to them to gauge your progress, you run the risk of becoming irrelevant to your brand’s larger goals.


Not using all the data at your disposal. Too often, brands focus on just what they’re used to looking at, instead of getting a full picture.

Screen Shot 2015-01-14 at 12.54.25 PM
This chart from the Simply Measured Cross-Channel Social Performance Report shows how many brand posts were sent by social channel, content type, engagement, and time of day.

On social, you have unprecedented access to competitor data, as well as audience reaction to what you’re producing.


Ignoring your true competitors. We see many brands, even uber-successful ones, wasting their time comparing themselves to non-equal competitors.For instance, the local shoe store in your mall could choose Nike as a social competitor. This doesn’t help brands establish appropriate benchmarks moving forward because they’re choosing the wrong peer group.

Be sure the brands you measure yourself against are the right ones. This chart comes from a Twitter Competitive Analysis for Red Bull, Rock Star, and Monster.
Be sure the brands you measure yourself against are the right ones for you. This chart comes from a Twitter Competitive Analysis for Red Bull, Rock Star, and Monster.

Make sure the brands you’re analyzing competitively either have the same audience or have audiences you would like to reach. It’s worth it to define your peer group by both what you want to achieve and your competitors’ behaviors.

How to Correct These Mistakes

For more common social planning mistakes–and how to steer your brand clear of them–register for our Social Planning: How You Might Be Missing the Mark webinar with Sr. Director of Marketing Uri Bar-Joseph and Enterprise Client Partner Lauren Berry on Wednesday, January 28th by clicking below!

In this webinar you’ll learn:

  • How to think about planning in context with social analytics
  • Tips for better strategic planning and performance measurement
  • How to collect social data about your brand, audience, and competitors

Lucy Hitz

I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.

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