In the last 12 years of the evolving social media world, the number of users on platforms are ever-increasing, while marketers lack the confidence and skills for effective messaging on the different networks. The missed opportunities and lost revenue continues to build as the social media skills gap goes unaddressed.
By taking note of some of the causes of the social media skills gap and providing solutions to each, businesses and brands can move from baffled marketers to skilled managers.
Cause: Ever-changing platforms and features
It seems that every few months, at least one social platform has changed a feature – usually Facebook’s algorithm is the culprit of this cause of the increasing skill gap. Some months, it seems as though every platform is rolling out something new: Instagram’s account switching, Twitter’s optional algorithm, etc.
With ever-changing platform features, it can be difficult for brands to keep up with the latest trends on each social hub while still running their business efficiently and effectively.
Solution: Staying informed
Make time to stay informed on the latest trends in social media platforms. Set up Google Alerts for social media news to be pushed to you, rather than seeking it out yourself. Get connected with social media marketers on various platforms to see what they’re talking about in the social media news.
Cause: Lack of understanding social media expectations
Where users previously expected brands to only talk about their products and services, social media allows for two-sided relationships between brands and consumers. The wide adaptability of social media among consumers comes with their expectations to get answers to their questions on whichever platform they decide.
Solution: Know what is being said about your brand, respond
When consumers have either an extremely positive or a negative experience a product or service, they often times take to social media to tell their followers about it. Knowing where your brand is being talked about and what is being said is half of the customer service model on social media. Platforms give brands the opportunity to respond to their critics – and fans – in real-time with their complaints or praises.
Cause: Not receiving the proper education on social media
Unavoidably, many business owners and brand managers did not have a course on social media when they were in school. As a newer trend, these courses didn’t exist, or if they did, they were not comprehensive.
Solution: Social media and younger work generations
As social media becomes more and more prevalent with every new platform, their importance is being taught to the next generation of business owners, marketers and brand ambassadors. For current brand managers and business owners, there are various seminars and courses offered throughout the year educating on the latest and greatest of social media.
Smirk New Media is dedicated to keeping information channels open between brands and audiences. Through media training sessions and workshops for small business owners, Smirk aims to help bridge the social media skills gap.