Author: Lola Egboh

A few days ago, I had a conversation with a member of my client’s team about a task he had been assigned. As a marketing consultant, I’d been working with the team for a few weeks already, with the goal to enhance the output and efficiency of their social media marketing.

Anyway, back to my conversation with this gentleman, who we will refer to as Edward. I found that in our brainstorming meetings and sessions, Edward had some of the most creative ideas. He also had a really engaging approach to community management. However, whenever he was directly assigned a task to execute, he seemed to default to the “tried and trusted” ways of doing things.

Now, this was a major issue. Because the usual ways of doing things were not delivering the desired results. Key performance metrics were low and falling; engagement was less than 0.35%, social traffic to the company’s site was non-existent, even content reach was nothing to write home about.

The question was: why was Edward’s brilliance in brainstorming sessions not translating into brilliance in reality? It turned out, Edward was afraid to fail. He had convinced himself that the consequences of trying and not succeeding were too dire. If he failed, the world would end.

The Fear of Failure: How It Affects Social Media Marketing

Fear of failing is a common challenge in social media marketing, where the pressure to deliver impactful content and achieve measurable results can be intense. Here was Edward dealing with the day-to-day challenges of Lagos living, and suddenly finding these significant expectations of transforming social media performance placed on his shoulders. Where to start from? What if things didn’t go as planned? What if his ideas were just great in a room full of people but were actually crap when executed? How would he cope if he became a laughingstock? The fear of failure had become Edward’s BFF!

Conquering the Fear of Failure in Social Media Marketing

The fear of failure is natural and quite commonplace, especially in a country like Nigeria where a lot of companies do not understand the concept of psychological safety and how this is an important contributor to high-performing teams.

Here are some strategies to tackle this fear:

• Identify the Source: Pinpoint specific fears, which could include negative feedback, wasting budget or causing harm to the brand reputation.
• Adopt a Growth Mindset: Accept failure as part of the learning process, and view challenges as opportunities for growth. Nobody became a master of anything from the first day. Rather than see failure as a death knell, view it as an opportunity to learn and improve.
• Start Small and Define Clear Goals: Launch smaller campaigns to build confidence and learn. Ensure you define clear and realistic goals, and track performance as you execute.
• Research, Analyze and Test: Understand your audience through thorough market research. Compare different content versions and conduct A/B tests to determine what works best for your audience.
• Embrace Feedback and Collaboration: Feedback from the audience and even members of your team can be invaluable. Use feedback constructively to improve strategies. Seek advice and collaborate with experienced members of the team, a mentor or even other professionals around you.
• Continuous Learning: Nothing helps you stay in the game stronger and more confidently than being up to date with industry knowledge. Keep up with trends and developments in the social media marketing space, read credible blogs, join communities and soak up the right information.

Conclusion

Regardless of whether you work in one of the top social media marketing companies in Nigeria or elsewhere, or are an in-house social media manager. The reality is that there are so many challenges social media managers face on a day-to-day basis. The fear of failure is real and hits even the best social media managers. Implementing the strategies outlines above can help to mitigate the fear of failing and build a more confident approach to social media marketing. Never forget that, regardless of its outcome, each effort contributes to overall learning, growth and success.

Ever wondered why some teams seem to effortlessly hit their targets, while others struggle? It’s not always just about talent or resources; there is a not so little thing called “psychological safety” that can impact team performance in a major way. From my interactions with clients in Nigeria, psychological safety is not a concept that seems to be commonly taken into account in aiming for better performing teams. That’s a pity, really, given how much of a difference it can make.

What is Psychological Safety?

Imagine a work environment where you can speak your mind without fear of judgement or retaliation. That’s psychological safety in a nutshell. It’s about feeling safe to take risks, ask questions, and share ideas. Of course, in many Nigerian workplaces, this still seems very alien. Hierarchical structures and cultural norms around age, authority and even influence can make it challenging for employees to be heard. 

Building Trust and Loyalty

Trust is the foundation of any high-performing team. Psychological safety fosters an environment of trust where employees feel respected and valued. This can be a great way to increase loyalty and retention, as team members are more likely to stay with a company where they feel secure and supported. 

Boosting Innovation and Creativity

In a workplace where employees feel psychologically safe, creativity flourishes. Team members aren’t afraid to propose bold ideas or challenge the status quo. This is particularly important in the fast-evolving business landscape in Nigeria today, where innovation can set a company apart. When everyone feels their voice matters, brilliant ideas emerge, and problem-solving becomes a collective effort.

Enhancing Team Collaboration

Have you ever been in a meeting where only a few people dominate the conversation? When I worked in Nigerian companies, that was usually the case more often than not. However, when a company deliberately builds psychological safety, it ensures everyone has a chance to contribute. This inclusiveness leads to better decision-making and a stronger sense of team cohesion. When team members know their input is valued, they are more engaged and motivated to work towards common goals.

Reducing Stress and Burnout

Living in Nigeria is no joke! Lagos stress alone is on another level, from traffic jams to fuel queues to bad roads. You now add workplace stress to it? Ahhh, It’s plenty! However, a psychologically safe environment can mitigate its impact. When employees are not worried about making mistakes or being unfairly criticised, their stress levels decrease. This not only improves individual well-being but also reduces burnout, leading to higher productivity and job satisfaction.

How Can Companies Foster Psychological Safety?

“Omode gbon, agba gbon, lafi da ile ife” is one of my favourite Yoruba sayings. It translates to “the wisdom of the young ones and the wisdom of the elders led to the establishment of Ile Ife”. Basically, this saying encourages both the old and young to contribute their wisdom. The only way the wisdom of the young could have contributed to establishing the great Ile Ife, is if their voice was heard.

Psychological safety in any team starts with open communication. Encourage feedback, actively listen to concerns, and create a culture where mistakes are viewed as learning opportunities rather than failures. It’s also key for leaders to model vulnerability and show that it’s okay to be human. Prioritising psychological safety can help more companies in Nigeria unlock the full potential of their teams. 

Get your people out of the “us versus them” mode, and see innovation, collaboration and success grow.