What prevents most businesses from running effective social media campaigns.
1. Lack of experience
Social media and traditional advertising are not the same thing. In
fact, if you run social media the way you run your advertising you will
push people away. Advertising is equivalent to a cold calling sales
force while Social Media is equivalent to Customer Service.
2. Lack of knowledge
There are hundreds of metrics that Facebook makes available to a business at a glance on it's page. Making sense of these numbers is like reading any other sales and conversion data for your business, but like everything, there is a learning curve. Your ability to quickly assess these numbers at a glance determines how effectively and efficiently you can adjust your strategy to your customer's response.
3. Lack of expertise
Social media requires a specialized kind of personality to make the connection online feel personal. If you've never specifically hired and selected someone for this skill set it may not be something that you or your staff excel at.