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Social Media Management

Why do big enterprises tend to fail on social media?

Lately, big enterprises have been asking these kinds of questions, “We heard a lot of SMEs and individual’s businesses have skyrocketed because of social media. But why doesn’t it happen to us? We have invested: a complete team, better and adequate pieces of equipment and ad boosters. Still, it doesn’t seem enough”.

Managing social media indeed requires investment. However, what kind of investments do we need?

Chief Engagement Officer

Imagine this, someone just started a coffee shop business. But since he could not afford to pay a team to handle marketing and social media, he does everything by himself.

He told everyone that opening the business was an attempt to accommodate his passion for coffee. He shares his journey to find the best beans. He records every process: roasting, serving and then posting it on social media. Every time someone asks a question in the comment’s section, he happily answers. If there was a story involving his social circle, he would tag his friends.

Now, let’s see what big enterprises do for their social media accounts.

They make a team. To save money, they usually hire fresh graduates. The young blood might be able to spot interesting content on social media, but do they know the long story of how the company started? Do they dive into the same cultures and spirit belonging to the founders of those companies?

When people ask about the products, do they have the proper knowledge or do they have to transfer the question to the produce department? Do they have the same faith toward the product as the product-maker?

Unless the CEO is willing to be actively involved with their own social media, one of the investments needed is a team that is well-paid and well-trained to get a comprehensive understanding of the company’s soul. Make each one of them feel and act as the owner of the business.

Story to tell

A small business is usually attached to the founder and appears as a person. Therefore, as a human, he will rarely run out of stories to tell. Isn’t it more emotional to hear stories about a person building a business that he could help his unemployed neighbor get a job? Isn’t it more relevant when the audiences hear a story about the dream of opening their own businesses so they can have more time to spend with their family?

It’s possible for big enterprises to have an emotional and human-friendly story-telling approach only if their concepts and understanding of branding are well-constructed and they take it seriously from the start. What to remember about branding is that it is not just about visual consistency.

Long before social media existed, the demand for a company to present itself as a person, who would be able to build an emotional connection with all its stakeholders, had been present. Branding is an effort to make a company become “human” and be able to communicate with the audience, human beings, at every channel.

David and Goliath

The impact of internet 2.0 – and social media as a product – is the collapse of the vertical communication structure in society. Power is now in the hands of netizens.

If relevancy is the key to establish relationships on social media, then the biggest “weakness” of big enterprises is that they are simply not just the guy next door.

There is a kind of David and Goliath situation on social media. When the two fight each other, the public no longer cares about who is right and wrong. The public tends to defend who is considered weak. And in the world of social media, big enterprises are the Goliath, a less likable giant.

In this flat world, social media must be used as a space for dialogue. It needs to be considered as an advantage for the company. Finally, there is a relevant medium for communicating the relevant message, not as a hassle.

The same way applies when a company treats online communities and influencers. Almost all companies complain about influencers’ behavior, such as having discipline issues and failing to follow agreements. At times, they can also be reluctant to understand the terms of payment in a huge and complex organization.

It might help us to look from the other side. Their unprofessional way of doing business could be a benefit for the company. Treat them as friends. Call them not only for reminding when to post, but we can also ask, “How is your child doing?” Voluntarily, they will become the brand advocates for the company.

The point is every company must be present on social media as a whole human being. Its spirit must represent the core personality of the company: A company-driven human being.

This article is originally posted and written by Arya Gumilar on The Jakpost.


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7 Instant Solutions on How to Cut Down 90% of Time Used for Social Media Management

Small business owners are always hard-pressed for time and resources. They can’t afford to spend hours on social media management each week. They don’t have the budget or time to have quality content created consistently for multiple social media networks.

The good news for such small business owners is the presence of social media management tools that can help automate much of social media management. This post is a straight-up summary of 7 steps to save time on social media management today.

  1. Create a content calendar

When you plan social media posts for a month, you not only save the effort of having to do it every day but also retain more control over quality and consistency.

Create a detailed social media calendar that covers all the activities you plan to execute over the course of a month. Account for important days – festivals, shopping days and other important dates for your business. Hand over the plan to your content creation team, so they can get to work on creating the content.

  1. Create post templates

Most content created by businesses for social media falls into certain patterns. Social media managers can save a ton of time on content creation by creating templates of these patterns. For instance, if you blog regularly and promote your blog posts on social media, you can create blog promotion templates and save them on your social media management tool like DrumUp.

DrumUp is a social media management tool that lets you store posts in-app in content libraries and schedule posts from those libraries easily.

  1. Curate 25% of your content

Not all of your content has to be a 100% original. In fact, there’s a lot of content that is better curated than created. Examples of these posts are news and trends posts. Why rewrite news risking SEO penalties when you can simply curate them for your social media audience. To curate posts easily, you can use a content curator.

Flipboard is a content curator that lets you curate industry-specific news to share easily on social media.

  1. Use visuals instead of text

Visuals are now easier to create than blog posts. Why spend hours creating a blog post when you can put together an infographic in minutes? Infographics are also more successful on social media because they display important information in a concise and attractive form. Infographics are hard to create from scratch but are very easy to create using templates on infographic makers.

  1. Bookmark content on the go

When curating content, why wait until it’s time to post when you can bookmark interesting posts on the go? As a social media manager or small business owner, you probably spend some time catching up on the news each day. When doing this, you can easily bookmark the interesting posts to share with your social media audience at a later point.

Both DrumUp and Flipboard have bookmarking tools that you can use to save posts for publishing at a later point.

  1. Cross-post across social networks

Why restrict the publishing of posts to one social network when you can easily cross-post to others? Many small business owners limit their social media presence to one or two social networks because they don’t have enough time to manage multiple pages at the same time. However, this need not be the case because you can use a cross-promotion tool to share posts published on one social platform to others.

IFTTT is a cross-promotion tool that lets you set up “recipes” that automatically publish posts you schedule on one social platform (say Facebook) to others (LinkedIn, Twitter, etc.)

  1. Leverage UGC

UGC or User Generated Content is a great alternative to creating your own content. Not only does UGC save you time, but it also has more of an impact on your audience. Over the years, your audience’s trust in companies has been declining. The best source of a recommendation is no more a brand’s social media accounts. Today’s audience is likely to trust more in recommendations provided by other social media users.

The simplest way to collect UGC is by running a contest or listening to your fans on social media.

There’s a lot that social media managers can automate to save time on social media management. The seven tips mentioned in this post, along with scheduling posts in advance (the obvious one) can save you a lot of time.
The article is originally published and written by

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