[Exclusive Data] Common Mistakes of Businesses Failing in SNS Management – Pitfalls of 'Follower-Oriented' Approach Seen from Insights of 300 Clients

STARTECH Inc., which provides support for business growth using SNS, announces common challenges faced by businesses engaged in SNS management and the concept of operation design to solve them, based on the knowledge accumulated from a total of 300 clients personally supported by its representative, Furuya.

Consultation: 'Followers increased, but business is not growing'

With the spread of SNS, many businesses are now working on account management. However, the most frequent consultation is that 'followers have increased, but it does not lead to sales or inquiries.'

Representative Furuya has directly supported a total of 300 clients (individuals and corporations) in SNS management personally. From those extensive field experiences, it became clear that businesses that do not achieve results share clear commonalities.

Three Common Points of Failing Businesses from 300 Client Support

The common points observed in the field can be summarized into the following three: - Making follower count itself the goal: The most common case is that increasing easy-to-understand numbers such as followers or views becomes the goal itself. Even if numbers are large, they are not linked to business results like sales or inquiries. - Mismatch with target audience (persona): Continuing to post with vague target audience, resulting in attracting followers different from the intended segment. As a result, the account becomes large in numbers but meaningless for business. - Separation of business goals and operations: Even if using influencers or aiming for viral content, without a design of 'what we want to achieve in the end,' only the means precede, and cost-effective results cannot be obtained.

The root cause of all these is that the starting point of operations is 'numbers' rather than 'business goals.'

Redefining Operations by 'Backcasting from Goals'

To address these issues, STARTECH Inc. views SNS operation not as an isolated measure but as a process backcasted from the client's goal achievement.

First, define the ultimate business goal to be achieved, and then design milestones step by step. The metrics to track at each phase are set not as superficial numbers like followers but as ones connected to business results. Content planning, persona design, and decisions to use influencers are all positioned by backcasting from this goal.

The company has founding members from consulting firms, and its strength is a logical approach from the stage of business strategy planning. By incorporating SNS operation into the overall growth strategy of the business, it aims for reproducible results.

Future Outlook

STARTECH Inc. will continue to pursue essential business support not swayed by superficial numbers, with SNS marketing as a core element indispensable for management. It will advance the construction of a comprehensive support system that contributes to improving the overall level of clients' businesses, not limited to the marketing domain, and contribute to achieving the goals of as many businesses as possible.