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Initially just considered to be a passing trend, social media has indeed had a significant impact on businesses over the last decade. Popular social media platforms like Facebook and Twitter have completely altered the way in which individuals communicate. As a result, the ways in which various businesses interact with customers has also transformed. However, the influence of social media is not merely restricted to customer engagement. Several departments like human resources, sales and product development have launched successful campaigns. But as the internet is still cheering over success stories, there are still a few challenges with social media that we need to figure out. In the following section- we will give you a detailed insight on these challenges. 

Conceptualize a solid social media strategy

When it comes to the list of challenges in social media marketing, conceptualizing a strategy is what tops the list. It is indeed quite daunting and intimidating to come up with the right strategy. But once you get a proper idea, there’s absolutely no looking back. To start with, come up with a list of your social media goals and objectives. Make sure you are really specific about implementing them. Now, choose the right metrics for monitoring the goals you have set. In order to ensure that your efforts really pay off, concentrate more on link clicks, impressions and leads. 

Choosing the right social media platform

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(Source - http://www.marketingprofs.com/chirp/2016/30048/how-to-pick-the-right-social-platform-to-grow-your-sales-infographic)

According to research, about 66% of the adults in the US use social media and 74% among them use it for making a buying decision. With figures like these, it is extremely important for your business to be active on social media. But while doing this, you also need to choose the right platform. In case you’re wondering how to choose this platform, simply do it by focusing on those social networks where your target audience spends maximum time. Familiarize yourself with the demographics of leading social networks and try to figure out if your potential audience is among them. 

Measure your ROI from social media

The return on investment from social media simply refers to the amount your company gets back from the effort, resources and money you are putting towards social media marketing. It is based on the approach of your business and how exactly you are going to fare under different approaches. In order to quantify your goals you can track, for example, newsletter sign ups, downloads of your app and purchases.

Working on the decline of your organic reach

As a business owner, you put a significant amount of time and effort into your content strategies. So, it is quite discouraging when something that you have published doesn’t perform exceptionally well. The issue is indicative of a larger problem - oversaturation - and the right solution here would be to come up with the right mix of content for your audience. You can always do this by using a social media management tool, such as Social Report, for monitoring the engagement and reach of your posts. This will help you to figure out which posts are performing well and which of them aren’t. 

Motivate your employees to advocate your brand

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(Source - https://takeitpersonelly.com/2016/08/12/how-employees-can-advocate-your-brand-on-social-media/)

When it comes to building a proper online presence, it is extremely important to generate consistent awareness and drive an organic reach. So, in order to proceed with this, consider motivating your employees to share more updates about the company on social media. This can be via organized posts, blogs and tweets. You can also use employee advocacy programs like Bambu in order to curate content and sharing it on leading social networks.

Getting engaged in a regulated industry

To start with this, you will have to familiarize your business with the rules and guidelines that apply to your concerned industry. As getting engaged can be quite a big of a problem, try to closely consult with your legal team for ensuring that the social media practices you incorporate are in perfect sync with the rules and regulations. Don’t let any of them discourage you. There are many ways to work on a strategy, if one way doesn’t work out. 

Sharing a connection with your potential audience

Social media is probably one of the best ways to get potential audience. But besides getting the audience, you also need to make the right efforts on retaining them. One of the best ways to do this is by storytelling. Your efforts on social media shouldn’t always focus on selling. If you really look forward to ensuring that your customers choose your brand in the long run, try to give them a right reason to do so. Storytelling here would be a great option as it helps you to introduce your core guidelines, thereby giving potential customers some relatable and real reasons to follow you. 

Push your content to the next level

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(Source - http://mammothinfographics.com/why-infographics/)

It has been observed that most people only retain about 10% of the information that they have heard. But when you pair the same information with a relevant image, the same number jumps to a whopping 65%. So, if you are really looking to ensure that your message is in line with the people, sharing relevant photos and videos can be a great idea. This is probably one of the most effective marketing tools to connect with fellow followers. In fact, content with relevant images is likely to get 94% more views than regular textual content. 

Answer your audience’s questions

Social media is one of the best tools to connect with your audience. So, one of the best marketing strategies here would be to use this tool to answer your potential audience’s questions. This will not only expand your reach, but add to your credibility. 

Build brand awareness via social shares

You can't have an effective social media marketing strategy without engagement. This is probably one of the most viable ways to build a consistent image of your brand. This will not only help you to be more engaged, but also act as a metric via which your effectiveness can be analyzed. So in addition to motivating your employees to share content you're posting, but make sure you're posting quality, interesting content your target audience is interested in, and they will respond by sharing that content with their friends and family.