The power of social media


Written by Caitlin Poliska

July 20, 2016

There are plenty of insights and data on the internet about social media and how social is increasing every company’s revenue goals by “1 trillion dollars,” or how the population is running to every social platform by the “gajillions.”

We should all be on social as soon as we can and start posting every day, every minute, every second! Right?


The true power of social media is influence. Social provides an avenue for companies to not only engage with customers, but also influence them with the right content that helps them make a decision.

Many companies are not leveraging the power of social media to the best of their capabilities. These companies are:

  • Reposting the same content across social every channel
  • Not using the appropriate voice for the social platform
  • Asking for likes
  • Posting only conversion posts: i.e. Fill out this form to download <insert piece of content>
  • Lacking a social strategy that aligns with the marketing strategy
  • Using every social channel out there

Let’s address the pitfalls of each of these individually. And, don’t forget to read what is revenue marketing post, which helps you think through social media (and all marketing) and pull it into a more revenue-focused approach!

Reposting the same exact content across social channels

Why this doesn’t work: This isn’t effective because each social network is different. The audience is different, so therefore the delivery should be different. Each social network has a different layout and process you have to follow to ensure your post gets maximum reach.

What you should change: Approach each social network as a brand new tool rather than lumping them all together. Optimize your voice and content to match the user-base of the social platform.

Remember, you’re trying to relate to the people on the platform – they were there without you, so you need to prove your worth to them.

Not using the appropriate voice for the social platform

Why this doesn’t work: Having a company voice that doesn’t match the platform will hinder your social interactions, and this includes having too formal of a voice. People are not leads on social networks – they are people!

What you should change: Remember to have fun and interact through memes, pictures, or even casual conversation as appropriate. Change your tone to match the social platform you’re on.

You can post a formal company-focused post on LinkedIn, but keep it casual on Facebook, short and simple on Twitter, and more lighthearted (and visual) on Instagram. (And of course, you can see how we do it here at The Pedowitz Group on our own social media channels!)

Related: Map the perfect customer journey

Asking for likes

Understanding the power of social media, and how to utilize it, can go a long way towards marketing success

Why this doesn’t work: Asking for likes is the social equivalent of asking for a compliment. If something works, or a post reaches a set audience that engages or likes the post, they will come and like your page (or even better, share it!)

What you should change: Changing your outward social strategy to match the unique social platforms will help your followers not only like what you post, but also share it and help increase your reach.

There are also other ways to “ask” for likes, without coming right out and posting a status about it. For example: if someone likes your Facebook post, you can “Invite” them to like your page. This is a great tool to convert post likes into page likes.

You also should not be measuring success on this vanity metric. Use Engagements within the social channel, and website analytics to see how people interact with your site when they decide to take the next step.

Posting only conversion-focused posts

Why this doesn’t work: Marketing is everywhere! But you can’t simply ask people for their info without the “relational right” of earning their trust.

You can see tactics being adopted across multiple brands and multiple channels. People are very cautious about submitting their information. Simply posting assets or links to blog posts and expecting people to engage probably isn’t the best strategy.

What you should change: Share other posts and industry information while keeping it fun and social! As Seth Godin puts it, build a tribe of followers and relate to them.

Related: Go through a free video-based Google Analytics self-audit or build the right custom dashboard

Lacking a social strategy that aligns with the marketing strategy

Why this doesn’t work: Social shouldn’t be separated from marketing.

If you’ve ever found yourself saying, “Yeah, let’s put that on Twitter and Facebook,” that means you treat social as an afterthought. Planning is the most crucial part of any marketing campaign, and if you aren’t highlighting social’s strengths, you may not have a full grasp of your customer’s journey.

This allows us to build a strong foundation and also set requirements of what we want the results to be. A strategy helps define what is considered success.

What you should change: Involve social just as you would any other channel: inbound, outbound, 3rd party sender etc. Always include social media and set aside the budget needed to run a social ad or promote via social. If the budget or time doesn’t allow for it, then it’s ok to bypass just like you would another tactic.

Social presents a unique opportunity to interact with fans of your brand, or find new people who haven’t heard about you just yet.

Related: Marketing Operations consulting

Using every social channel out there

Why this doesn’t work: While being involved in social is always good, spreading yourself too thin is not. Just because there are multiple social networks to choose from, doesn’t mean you should use them all.

What you should change: Try one or two at first and then slowly expand to other social networks. Or, don’t! Go where your audience is involved. Analyze your social networks, look at the ones producing the most engagement and focus more attention on those.

If LinkedIn or Twitter is not your audience’s medium of engagement, then don’t spend effort or time on it. You want to focus what’s working and then slowly expand. Get a firm foothold on one social network and how you need to be interacting with your followers there before moving to the next.

We tend to forget the ‘social’ part of social media marketing and tend to focus on the marketing part. There are no leads or prospects on social networks, just people. Some might like goofy cat pictures or “The Most Interesting Man In The World” memes, but mainly they are people that are trying to take a break from their crazy life and relax for a second before moving onto the next meeting or the next email.

Want more great content? Accelerate yours with our frequently-updated Ultimate Marketing Guide (frequently updated), look into how our inbound marketing consulting can help with your social strategy, or, view more content on our Resources hub!

You May Also Like…

What’s your campaign maturity?

What’s your campaign maturity?

Campaigns are the most important tools in the demand generation marketer’s toolkit, enabling us to engage, capture and nurture leads and translating them into revenue.

read more

Marketing Operations

Increase efficiency. Remove roadblocks.

Customer Experience

Wow Your Customers

Digital Transformation

Turn Strategy Into Action

Lead Management

Accelerate Leads to Revenue

Marketing ROI

Prove Your Power

Experts On Demand

Stop Troubleshooting

Inbound Marketing

Right Channel, Right Message

Account-Based Marketing

Accelerate ABM Success

Custom Training

Tailored Learning Solution


Get the skills you need to drive more revenue with On Demand and live, virtual classrooms

Marketo Engage

Marketo Platinum Partner


Accelerate Leads to Revenue

Microsoft Dynamics

Optimize Your Instance

Salesforce Marketing Cloud

Salesforce Certified Silver Partner

Salesforce CRM

12 Years of Integration Experience


Additional Technology Platforms

Oracle Eloqua

Oracle Platinum Partner

Adobe Experience Manager

Provide world-class experiences



The help you need, when you need it with Experts On Demand

F5 Logo

F5 Network's Case Study

How a Network Security Giant Unified Global Marketing Operations

F5 Logo

Rackspace's Case Study

How a Cloud Solutions Provider Unifed And Expanded Global Marketing Capabilities

TraceLink’s Case Study

How a Supply-Chain Solution Provider Built Crucial Capabilities For Revenue

Telecomm Case Study

How A Multi-Channel Inbound Strategy Achieved A 600% Increase In ROI

A credit card, representing a Fortune 100 client of The Pedowitz Group's

Financial Services Case Study

How a Fortune 100 Credit Card Company Closed The Loop On Revenue

Resource Hub

Read, Watch and Download

Trending Topics

Our Most Popular Content


Our Latest Articles

CMO Insights

Hear From Industry Experts

Get Timely Insights

Take an interactive assessment and get immediate results

About TPG

Learn about TPG and meet the team.

Case Studies

See how our clients succeed through increased marketing capability to deliver and prove value.


Learn about some of our Partners.

Introducing: The Loop


Revenue models are outdated. Here’s your update.

About TPG

Learn about TPG and meet the team.

Case Studies

See how our clients succeed through increased marketing capability to deliver and prove value.


Learn about some of our Partners.

Introducing: The Loop


Revenue models are outdated. Here’s your update.