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The Challenges of Ineffective SNS Usage: Insights from NAVICUS Webinar

On July 28, 2026, NAVICUS, a company dedicated to supporting communication strategies for manufacturers and retailers, hosted a free webinar titled "Must-Know Strategies for B2B2C SNS Use for Manufacturers! Vol.1: Strategic Planning Edition." The focus of this informative session was to address the common pain points faced by businesses in their SNS operations and provide strategies to enhance their effectiveness.

Identifying the Issue: Why Are Businesses Struggling with SNS?

Despite the growing number of companies utilizing social networks, many still find it difficult to achieve desired outcomes. Common complaints include the frustration of consistent posting without seeing tangible results, and a fixation on follower counts that often clouds original objectives. At NAVICUS, SNS professionals from various manufacturers and retailers have expressed confusion about whether their efforts yield results and how to devise a winning strategy.

During the webinar, it was emphasized that prior to deciding on what content to post or which platforms to engage, businesses must first clarify their purpose (WHY). This foundational step is crucial for aligning SNS initiatives with overarching company goals and product/service objectives. By framing the SNS strategy around the value that a company brings to society, brands can systematically organize their target audience (WHO), strategy (WHAT), and tactics (HOW) to ensure consistency and effectiveness.

Key Highlights from the Webinar

1. Establish Purpose Before Content

One pivotal point discussed was that SNS operations should start with the purpose (WHY) behind the products or services offered, rather than merely the content to post. For instance, businesses may aim for increased brand recognition, driving traffic to promotional events, or cultivating customer loyalty—each requiring a tailored approach to SNS.

By clearly defining these goals, companies can better structure their target audience, strategic approach, and necessary tactics, leading to cohesive and successful SNS operations.

2. Working Backward from Desired Outcomes

Focusing solely on metrics like follower counts or impressions can be misleading, as these are merely indicators of success, not the end goal itself. Participants learned to first articulate the actions they want users to undertake and, subsequently, determine the ideal conditions that would facilitate these actions. Aiming for a scenario where:

• - Accurate information reaches users
• - Positive brand conversations are fostered
• - Community engagement is nurtured
• - Usable products/services resonate personally with users

Such clarity simplifies the identification of necessary initiatives and KPIs for SNS engagement.

3. Leverage the Unique Role of Each SNS Platform

Recognizing the distinct user demographics and purposes associated with various social networks is key. A one-size-fits-all approach is ineffective; instead, businesses were guided on how to utilize specific platforms like X, Instagram, and YouTube in alignment with their strategic goals—increasing awareness, sparking interest, building loyalty, or enhancing relationships.

The webinar also stressed the importance of analyzing not only internal accounts but also competitor activity, operational frameworks, and content categories for improved strategic planning.

Feedback from Participants

Post-webinar surveys revealed participants found great value in the session, with remarks including:

• - "The session provided valuable insights into articulating the planning processes."
• - "Clear guidance on actionable steps for SNS teams was particularly helpful."
• - "I appreciated the foundational concepts discussed, making complex strategies easier to grasp."

Looking Ahead: Continuous Support from NAVICUS

NAVICUS remains committed to offering tailored SNS communication principles and practical insights for a variety of industries, particularly focusing on manufacturing and retail. The company aims to bolster the dialogue between businesses and end consumers, continuously providing SNS managers with the tools and strategies they need to succeed.

For more information about upcoming webinars and strategic insights, visit NAVICUS Events.

About NAVICUS

NAVICUS specializes in designing SNS strategies for businesses and local governments, facilitating effective communication. The firm addresses industry-specific needs—ranging from consumer goods to gaming—and provides optimal frameworks tailored to respective goals and stages. The cumulative follower count of their supported accounts has surpassed 10.6 million as of May 2025. NAVICUS expanded its reach by joining the PR TIMES group in December 2023, continually enhancing its support avenues.

Services Offered:

• - Communication strategy formulation
• - Campaign planning and execution
• - Comprehensive SNS management (X, Facebook, Instagram, LINE, TikTok, YouTube, Discord, etc.)
• - Web advertising
• - Event planning and execution (offline events, live broadcasts, etc.)
• - Marketing seminars
• - Communication effectiveness analysis
• - Community support specifically for the gaming and entertainment sectors
• - Support for 'furusato' tax marketing
• - Regional government SNS promotion
• - Recruitment support via Instagram
• - Comprehensive consulting for IT and web services.

For further details, check the NAVICUS Corporate Site.