About a month ago, I started a new job as a Marketing Manager for a company that sells their digital marketing services to multifamily apartment buildings. My previous job was also in marketing in the real estate industry, so the expectations were high. I wanted to bring as much knowledge as I had to the table as well as add some new skills to the marketing team that this company hasn’t used before. One thing that was brought to my attention in the beginning of starting this role was my company’s social media presence. They post on multiple social media platforms every day, but their likes are low and so is their follower count.
I decided to take over this project and really work to define the root of the problem in order to achieve a successful solution. In doing so, I introduced my team to the Root Cause Analysis and the three basic types of causes.
- Physical Causes
- Human Causes
- Organizational Causes
Even though there might not be a concrete answer of why the company does not get many social media likes or followers, we can go through the analysis and collect data later.
I believe this problem lies under human causes. There is one person who manages the company’s social media pages. They might not be keeping up with the follower – following ratio to test out theories on why this has been an ongoing issue on their social media.
I suggested that the social media manager may be posting too much and that influences people to unfollow us. She posts every day at exactly the same time. I will be helping her manage this and I recommend we post 3 times per week and play around with the timing of the posts. We will be gathering the data on how many likes we get and which posts perform the best. We will also be tracking the information about how many new followers we get per week on each social page and how many unfollowers we get. Once the data is tracked for 2 months, we will visit the data and adjust the system in place moving forward.
We are currently approaching the 4th step of the “5 Whys” technique which is “Ask why four more times” Once the data is collected we will move on and finish this step and wrap up with step 5 which is “know when to stop”.
Overall, these steps and the root cause analysis helped me with my first big project when starting my new job!