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7 Reasons Your Social Media Isn’t Working For Your Ecommerce Business

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Are you frustrated with the fact that your social media doesn’t seem to get the results you want?

There are many reasons why social media may not be working for your business and most of these reasons can be addressed in some way.

It must always be kept in mind that socializing is the primary reason that most people use social media platforms. Shopping is not usually uppermost in their minds. When Advertising your products and services on social media you are interrupting people, which of course is never a good thing, so you must introduce your business in a way that people enjoy, and not be overtly selling.

7 reasons why social networking might not be working as well as it could for your business. Click To Tweet


Everything starts with a plan and goals, otherwise how can you measure what works?

Set benchmarks for what success will look like before you even think about the  tactics to use. Be as specific as possible by setting smart measurable objectives including:

  • Which platforms are best for your business?
  • How much traffic do you want to receive from social media?
  • How many fans and followers do you want to attract each month?
  • Consider the number and type of posts to use.
  • Think about how to engage your audience.


Do you know where your audience is online?

Audiences do look for different businesses on different platforms, and the majority expect to find a company on Facebook, followed by Twitter. In addition a lot of people now have expectations of seeing brands on YouTube.

But is it better to have a presence on every social media network or only a select few?

Some brands do try to maintain a presence on a broad range of platforms, but you will need to consider the time you would need to invest if you are using multiple platforms.

I believe it is probably better to manage a small number of social media networks and do them well, rather than try too many and not succeed on any.

The key is to choose social media networks that are relevant to your customer base, and to do that you need to know your target audience.

For instance, if your customer base is comprised of mostly females between the ages of 25 and 45, then Pinterest should be included in your social media strategy, since that is a demographic that is predominant on Pinterest.

If your products and services are more targeted to other businesses rather than customers, then LinkedIn is the place to be seen.

Facebook is more of a general one and should be included no matter your target audience.


You may have created your accounts, and made them look really nice with branding and imagery, but are you updating them regularly?

It is very easy, especially if you are using multiple platforms, to neglect the posting frequency.

If you create a calendar, then you will know exactly when to post, and you can also include in the calendar the types of post you will use. Try to include image based posts as often as you can because people tend to engage much more with images.

On Facebook you can look at your analytics to find out which times people are more active on your page, and plan your Facebook content accordingly.


Why do people follow a company on social media?

They follow because something about that company has caught their eye at some point.

Maybe they have already purchased from them, or maybe they are entertained by their posts.

Maybe the business holds regular competitions with great prizes.

Perhaps prospective customers can get questions answered.

Maybe they get special deals when following on social media.

It is great if you can use social media to make followers feel like part of your business and personally involved with the brand.

You should always think about what your target audience is looking for, and give them a reason to connect with you.


Are you posting on one platform and then simply auto posting or copying the same content on to other platforms?

This can work if done in a considered and planned way, but generally is not a great idea. Different content works well on different platforms, whereas some may not work at all on other platforms.

You can have content that overlaps but you really should try to create content that is platform specific.

For example tweets rarely work on any other platform, and if your audience follows you everywhere, they will soon know that you are posting the same content everywhere.

As I mentioned in point number 2 above, a posting calendar will really help you to structure your posting routine, and make sure your content is tailored to each platform.


Is your content too promotional? It can be really off-putting to most people if all they see is sales posts.

Companies should have a voice that comes across as real, and to whom their audience can really relate. That means posting entertaining content that doesn’t always include a sales message.

You should always strive to interact – that means replying to people, asking and answering questions, having conversations as you would in real life.

Be human, real and present, and not a auto posting machine.


There are many ways to encourage sales from your social media efforts without being overly ‘salesy’.

You should optimize your website for social sharing by adding social network buttons. Place the buttons on pages to encourage customers to share with their friends, especially when they have just bought something from you.

Ecommerce is just like digital marketing, or brick-and-mortar businesses, in that building trust is essential.

Social media sharing activities are the very best way to build trust because people trust their friends to recommend products to them.

Reviews for ecommerce businesses are also crucial, so use every opportunity to give your customers an easy way to leave reviews.Even if you get a less than perfect review, at least it gives you the opportunity of responding and putting any issues right in a public way.

These days purchasers often begin their journey with your brand on social media, although they go there to socialise not buy. But they are introduced to you on social media so make their experience with your brand a positive one and they will want to find out more about you.

Social media allows you to start to build a relationship with your audience to build trust before they buy from you.

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