social media

Are Your Social Media Channels Working for or Against You?

Social media is a crucial component of all marketing campaigns. Without it, your reach is limited, and different audiences are cut off. But to run a successful social media marketing campaign, you have to ensure that your channels are working for you.

But how do you know if your social media channels are working for or against you? Find out here.

What Are Your Goals?

When selecting social media platforms to run marketing campaigns on, the first thing you should do is define your goals. Here, it’s essential to consider what you want to get out of your marketing and define what success looks like to you.

Depending on your goals, different social media platforms could be better than others. For example, your aims might be:

  • Building brand awareness – If your aims include building your brand awareness, consider using large platforms with large volumes of users, such as Facebook, Instagram, and Twitter.
  • Selling a product or service – Sites like Pinterest and TikTok focus on visual content so you can show off your products and provide links back to buy them.
  • Improving customer service – Choose platforms that allow you to interact with customers easily and track your mentions, such as Twitter.
  • Generating more leads – LinkedIn is the best site for business to business (B2B) marketing as it allows you to make professional connections within your industry.

Who Is Your Target Audience?

This is another vital consideration that you must make when taking advantage of social media marketing. Considering who your target audience is will enable you to select the right platforms. For instance, older people are more likely to use Facebook rather than new platforms, such as TikTok.

Analytics by Pew Research Center revealed some fascinating statistics about social media usage in the United States. These include:

  • Instagram is used by 67% of 18 – 29 year-olds
  • Around three-quarters of Facebook users visit the site daily
  • YouTube is the most popular site among all US adults

For your social media channels to work for you, make sure you know who your audience is and how to target them. Younger audiences enjoy new apps such as TikTok and Instagram, so if they are your primary audience, don’t spend all your energy on detailed Facebook campaigns.

The Five Pillars

It is generally accepted that there are five key pillars of social media marketing. These pillars can help you to create unique, engaging content for the millions of social media users that log in every day:

  • Strategy – Define your goals, think about the platforms that will be used, and determine which content will be shared.
  • Planning and Publishing – Draft content plans, create feed mockups, and research the optimum time to post it to the chosen platform.
  • Listening and Engagement – Keep track of what users are saying about the brand. In addition, review content and engage with them when they leave comments or feedback.
  • Analytics and Reporting – Review how many people see the posts published, how much engagement they get, and analyse how to improve or change the content.
  • Advertising – Buy paid ads on platforms or search engines to increase the reach of your brand.

These pillars can improve the reach of your content and drive engagement through the roof, and they can be applied to any type of social media channel used. Whether you prefer YouTube, Instagram, or LinkedIn, stick to these rules as much as possible.

Organic vs Paid Social Media

It can be challenging to generate an extensive reach on social media purely with organic content. Your organic views and engagement is generated solely by your audience and hashtags. Still, as social media platforms are highly saturated with content, only a small amount of your followers may see and interact with your posts.

Paid social media includes paying a platform like Facebook or Instagram to promote your posts to a broader audience. Utilising paid ads on social media can help to boost your content amongst your followers as well as people who don’t follow you – yet! If you struggle with engagement and want to improve your numbers, consider branching into paid social media ads.

Top Tips

Following the five pillars is a great way to get your brand out there, but they don’t guarantee a successful marketing campaign. Keep these extra tips in mind when you’re creating content across your different channels:

  • Focus on quality content rather than quantity.
  • Keep in line with your brand values.
  • Create a consistent voice across your channels.
  • Stick to a regular schedule, whether that’s every day, every two days, or every Monday and Thursday – whatever works for your brand!
  • Use tools and analytics to see how and where your content can be improved.


Social media marketing requires consistent effort and analysis to ensure that channels work effectively for you and not against you. After all, there is no sense in continuing to create content that doesn’t drive engagement or effectively market your company. Check regularly to see how your content is performing and how it could be refined – you’ve got everything to gain.

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