4. Falling engagement rates and fewer post interactions

[shaownhasan]

Still, some higher-ups may fail to recognize the immediate value of investing in social media as a priority channel. Although social plays a clear role in lead generation, customer nurturing and more, it’s difficult to make sense of the metrics needed to translate that impact.


Making a business case for social media is a common challenge associated with social media marketing but it shouldn’t have to be.

Although justifying social media to your boss might involve factors business owner data beyond your control—budget, personnel—tying your organization’s presence to business practices, the bottom line and performance is a priority. Doing so not only helps cement the importance of your role but also helps earn future buy-in from colleagues and leadership.

Solutions:
Document how your social presence impacts business goals—think brand awareness, lead generation, customer nurturing and sales—by understanding important social media KPIs.
Highlight relevant metrics that have moved the needle in the past year to help you reach those goals, like traffic, mentions, reach and engagement.
Conduct marketing competitive analysis to drive home the importance of having a strong social presence for your respective industry.
“Is organic social traffic dead?”

This simple, five-word question has sparked countless webinars, LinkedIn posts and think pieces. It makes sense. Ever-changing algorithms can make chasing organic traffic feel like a never-ending game of whack-a-mole, where hitting one target means missing the next.

In our most recent quarterly pulse survey, marketers ranked keeping up with rapidly changing algorithms and features as their second most common social media marketing challenge.