Despite what anyone might tell you, the social media juggernaut is here to stay. Just take a look at the whole picture – There are approximately 4.4 billion internet users in the world today, and a whopping 3.4 billion of those users are active in some form of social media. That’s nearly half of the world’s entire population. While social media started out innocently as a way for friends and acquaintances to connect with each other – business owners saw its potential as a potent marketing tool.
In the US alone, there are more than 50 million small businesses that are actively using Facebook connect to promote their brand and sell their products. That's not including those who are using Snapchat, Linked In, Instagram, YouTube, etc. Social media has a better market reach, relatively cheaper costs, quicker customer interaction and response, and measurable data. That's why EdTech companies can't afford to ignore one of the most important avenues for growing their business and reaching their target audiences.
However, social media marketing that actually works isn't as easy as just posting a few pictures or tweets. The right strategy and execution can save you time and get you faster to an ROI. Here are some of the most common mistakes we see that cost EdTech companies time and money.
1. Starting out With no Social Media Strategy
Not really surprising right? But a lot of EdTech startups dive into social media without a clear-cut strategy and end up scratching their heads as to why they are not reaping any rewards.
Start with getting intimate with your users and your company. What are your goals? Do you know your target audience- what engages them, where they live online? What tactics are you going to use to get to that audience and ultimately convert them into customers? How much time and money are you willing to invest? Do you have a team capable of delivering AND sustaining your efforts?
2. All Business, No Play
A lot of small companies feel that they should act “corporate” to present themselves as a credible startup or business in the education space. They start posting generic content and end up with very little interaction. People react better when they sense authenticity. It's much easier for them to feel like they have a personal connection to the brand. Use social media to show that you really want to help your educator audience rather than just selling to them.
3. Being Mr. or Ms. “Spam A Lot”
Filling your social media with posts every three hours won’t do you any favors, especially if you're just posting content just for the sake of posting. In case you haven't heard, Educators are BUSY! They'll quickly start to disregard what you post, and you eventually end up with a bloated page with no substance. Create a smart posting plan and calendar that focuses on relevant and insightful content. You can still be playful and spontaneous, but make sure that what you post still has value to your brand and audience.
4. Ignoring Your Data
Data is one of the main advantages of social media marketing. You can easily access data to learn which posts your audiences are engaging with. Keep track of how your posts or ads are doing and change it up if you are not getting the results you want. Social media is a sandbox where you can test all sorts of hypotheses. Use the data to
help you make educated guesses that help you refine your strategy.
There's no such thing as a perfect social media strategy. Everyone makes mistakes, but it's important to make sure you learn from them. By taking some advice from others who've made- and learned- from their mistakes, you can avoid pitfalls that can cost you time and money.
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