How to Overcome Your Brand’s Biggest Limitations on Social Media

By: Sofie De Beule

May 5, 2015

Yes, social media can be hard to handle at times. What works for other brands doesn’t necessarily always work for yours. However, there are certain ways to overcome your limitations. It’s just a matter of acknowledging them and knowing how to overcome them.

Your brand may not be great at one thing, but you might be good at a couple of things.

Here’s a list of some crucial limitations your brand might experience and the concrete solutions to overcome them.

1. Handling a High Volume of Incoming Social Media Messages

Running your social media presence is often very hectic. Do you have a hard time following up on questions? Do you feel like you’re drowning in the stream of social media messages? Sometimes companies struggle being productive in a tough, chaotic working environment.

Due to the rising volume of incoming social media traffic, brands often fail to take the right actions when it comes to handling complaints. To prevent messages from getting lost in the stream of social media traffic, companies are desperately looking for crucial shortcuts to help them improve their efficiency.

How can you overcome this VOLUME limitation?

  • Work smart and set up ways to divide the workload. Start by creating separate folders/mailboxes to help structure incoming messages.
  • Filtering through data and only seeing what’s relevant for your brand should be the backbone of your social media presence.
  • Use just one social media tool to centralize all of your efforts and gather all your social media data.

2. Scaling Your Social Media Efforts

Having the right tools at your disposal to track and manage your online activity is essential. They allow you to figure out what is working and what isn’t, track your progress at any given moment, and ultimately help save you a lot of precious time. However, if you’re using multiple, limited tools at once, you won’t be able to have a complete, comprehensive view of your social media presence. This makes it extremely difficult to scale your efforts and maximize your impact on social media.

Moreover, the user-friendliness of tools seems like a requirement that is often neglected or underestimated. If you’re working in an international environment with several, local departments, the ability to work in a tool without extensive, week-long training is essential to rapidly set up a social media team and introduce new team members.

How can you overcome this SCALE limitation?

  • To help streamline all of your social media efforts, opt for just one tool (i.e. all-in-one solution) that helps you achieve multiple goals at once.
  • Introduce an ‘inbox zero’ policy for your social media inbox, and leave no message unattended. Quickly resolve messages once you have managed to provide an answer. Organize your inbox in a way that you only see messages that still need a reply.
  • Add tags or automation recipes to keep a close eye on the type of incoming messages, and send automatic alerts to team managers.

3. Providing Relevant Context for Conversations

On social media, context is everything. A ‘multichannel’ customer wants to be able to receive the same help no matter which channel they use without having to go through a lot of effort. However, it’s often hard to make sense of interactions. Integrating and structuring all of the information about individual customers is essential to help customize conversations and make them more personal, relevant, and authentic.

Large enterprises often find it hard to make sense of interactions and implement their customer engagement strategy. They fail to integrate and structure all of the information about their individual customers to help customize conversations and make them more personal, relevant, and authentic.

Brands need to be able to quickly identify customers and acknowledge their issues by scanning through their profile and collecting information about previous interactions. Especially larger brands should create well-rounded profiles of their customers to make better sense of future interactions and rapidly solve problems as they deal with thousands of interactions over a short period of time.

How can you overcome this CONTEXT limitation?

4. Uncoordinated Team Work

The challenges of a growing social media team are often neglected. At some moments, it might feel like you’re still running short on people in your social media team even though you already invested in hiring new additions to your team. Dealing with complaints from angry customers often causes a lot of stress, especially during a crisis situation. Social agents are the voice of the brand and, therefore, have an important responsibility. Unfortunately, team work is often uncoordinated.

Don’t forget about your social engagement strategy for certain ‘events’. A social media crisis plan is essential to provide crucial support in case of sudden issues. Email alerts will notify you in case of sudden activities (e.g. ‘notify me when more than 100 people contact me in one minute’).

How can you overcome this TEAM limitation?

  • Introduce multiple user roles (e.g. administrator, manager, viewer, contributor, etc.) into your tool to restrict the specific task individual team members can perform to further structure your team and delegate responsibilities.
  • Create a social media crisis plan to help empower your team during those make or break moments. Set up email alerts or mobile push notifications to notify you in case of sudden activities. (e.g. ‘notify me when more than 100 people contact me in one minute’)
  • Coach your social media team. Invest time in empowering them in order to boost their confidence. This is often underrated, however, extremely crucial.

Do you want to learn more on how to overcome your brand’s limitations? Check our special, dedicated eBook to help you gain more insight into your social media presence.