Why Your Corporate Social Media Pages Are No Longer Working and What to Do About It

Every business competes for attention on social media, but these days many companies are finding that their once-effective strategies are no longer yielding the desired results.

Engagements are down across the board and it’s time to ask why, and set a plan to do something about it.

Diagnosing the Problem

Changes in Platform Algorithms

Social media platforms continually update their algorithms to prioritise content that promotes meaningful user engagement over passive consumption. For many platforms, particularly LinkedIn, this means making sure that eyeballs are directed towards their traditional user…to individuals.

These changes mean that corporate posts no longer enjoy the visibility they once did. It’s not just that they are corporate posts. But it’s also that most corporate posts now follow a similar pattern and are frankly boring.

As well as LinkedIn making this change, platforms like Facebook and Instagram now favour content that keeps users engaged through comments, shares, and prolonged viewing, prompting corporations to rethink their content strategies creatively.

Evolving User Behaviour

User expectations on social media have significantly shifted towards seeking authentic interactions and valuable content.

Today's users prefer engaging with content that entertains, informs, or connects on a personal level, rather than from brands or via straightforward advertisements.

This shift in user behaviour demands a more sophisticated approach from corporate pages, beyond mere product highlights, corporate achievements and welcome to the company posts.

Market Saturation

The influx of businesses onto social media platforms has led to content saturation, making it increasingly difficult for any single corporate page to stand out.  

This is particularly obvious on LinkedIn where there are every flavour of company competing for eyeballs with influencers and individuals who have way more time to work the algorithm.

This saturation not only dilutes the impact of what companies see as a unique message but also leads to fatigue among users, who are bombarded with similar messages from multiple sources.

Common Mistakes to Avoid

Overly Promotional Content

A significant mistake many corporate social media pages make is focusing too heavily on promotional content, humble brags, and information of little consequence.

Users today want more. They don’t want promotions, they can spot it a mile away. What they want instead is value and information they can use in their every day work life.

They are more interested in stories, education, and personal connection.

Company pages that continue to push sales without offering additional value are likely to see a further decline in their engagement metrics.

Lack of Personalisation

A generic, one-size-fits-all approach to content no longer suffices in the diverse and dynamic environment of social media.

Users expect content that resonates with their individual preferences, needs, and challenges. A failure to personalise content can lead to disengagement and a decrease in follower loyalty and interest.

Even if you can’t get down to the individual person, speak at least to their problems…that’s where they will resonate with your message.

Ignoring User Feedback

Overlooking comments, messages, and feedback on social media is another critical error.

Engagement is a two-way street, and corporations that fail to respond to their audience miss out on opportunities to build relationships and trust.

If someone communicates with you, communicate back!

Effective Strategies to Revitalise Your Social Media

Embracing New Content Formats

The platforms constantly come up with new and interesting ways for you to interact and engage with their platform. Perhaps by adopting a variety of content formats such as videos, live streams, infographics, and interactive posts you can significantly boost user engagement.

Video content, for instance, keeps users on the platform longer and is favoured by algorithms, while live streams can foster real-time interaction and deepen connections with the audience.

Leveraging Employees via Employee Influencer Programmes

Here’s the nub.

If platforms are changing their algorithms to promote content from individuals, then empower the individuals who know you best and extend your reach organically.

Bottom line is you cannot force employees to post on your behalf, but you can train them in and around your preferred platform, their professional identity and show them what it means for the entire company when they connect, comment and share.

Employees sharing their work experiences or behind-the-scenes stories can offer a level of authenticity that promotional content cannot achieve.

Community Building

A sense of community can transform passive followers into active participants. Encourage user-generated content, run contests, and engage in conversations. This interactive environment promotes loyalty and can turn your audience into advocates for your brand.

Implementing Changes

Setting Clear Objectives

It is crucial to define what success looks like for your social media efforts.

Whether it’s increasing brand awareness, driving sales, or improving customer service, having clear, measurable objectives helps to focus your strategy and gauge its effectiveness.

Know your goal and create a roadmap for getting there.

Continuous Learning and Adaptation

The landscape of social media is in constant flux, and strategies that were effective yesterday might not be today. Stay updated with the latest trends and best practices, and be prepared to adapt your strategy based on performance data and industry changes.

If you have enabled your employees, then make sure they stay up to date on the trends and your objectives when it comes to Social.

Tools and Resources for Monitoring and Analytics

Utilise tools such as Google Analytics, Hootsuite, or Sprout Social to monitor your social media performance.

The best tool I’ve come across for LinkedIn, particularly if you are running an employee influencer programme, is Sheild.

These tools provide detailed insights into user behaviour, engagement rates, and the effectiveness of different content types, helping you make informed, data-driven decisions.

The decline in effectiveness of corporate social media pages is not an endpoint but an opportunity to innovate and engage with your audience on a more meaningful level.

The key is to be adaptable, responsive, and authentic.

Social media is about building relationships, and successful corporate pages are those that remember this fundamental principle and make it their own.