Social media is all about staying active. A few weeks of inactivity can feel like a century of silence on your social channels, so it’s easy for them to fall into a state of disrepair.
If you haven’t been keeping up with your online presence, there’s no need to stress. It’s easy to get back into the social media game. All it takes is a quick audit, a little scrubbing, and some daily persistence to make a real, positive impact for your business.
Audit Your Profiles
Start with the basics: Do you have a presence on the major social channels? If not, now is the time to set up that Facebook business page or Instagram account.
If your pages do already exist, check to make sure that the information is correct and that the pages are easily identifiable as belonging to your business. Is your company’s name listed? Do you have your location and hours on the page? Is your logo there to signal to those already familiar with your brand that they’re in the right place? IA big part of scrubbing your social media sites is scrubbing your basic information.
Make sure you’re taking advantage of the profile format of each type of social channel. Twitter and Instagram only give you a small bio section, so only include the most relevant information. Your website, for instance, should definitely be on there so that visitors know where to go to learn more about you. Facebook provides you with more prompts to share additional information about your business, so make sure you’re filling in all of the relevant sections. These areas may require frequent scrubbing if you're a business whose position in the marketplace changes a lot or taps into emerging opportunities. For example, if you're a tree service and stand to get a lot of cleanup jobs after a major storm, you might want to call that out on your social media profile (and remember change it back once conditions have settled down). Your profile section should require less scrubbing if what you're doing isn't as impacted by local conditions. A cosmetic dentist, for instance, should be able to set and forget their profile in most cases.
Get to Posting
When was your most recent post on each channel? Ideally, you’re posting on each channel every single week. If that’s not the case, now’s the time to change that!
Even more important than posting regularly is posting consistently. If all you can handle is three posts per week, then be honest with yourself about that and plan accordingly. It’s better to schedule out 12 posts evenly over the course of the month than to post in a flurry of activity one week, only to go silent for the rest of the month.
Your audience expects a regular cadence to your posts. If you post all at once, you might make your followers feel spammed, leading them to unfollow you. But if you go radio silent for weeks at a time, they might forget you exist and end up doing business with a competitor.
How do you achieve that? Set up a social media calendar. Make a plan for what you’re posting on which channel and when.
Not only does this save you from having to scramble to create content each day, but it also allows you to plan ahead for relevant days and events. If you own an ice cream store, for instance, you’ll definitely want to have some fun content to post on National Ice Cream Day (which, for the record, is the third Sunday in July)!
Take It One at a Time
If you haven’t been so great at managing your social media presence thus far, there’s no need to go from zero to sixty. Start by focusing on one platform that you’d like to get up and running. Put together the social media calendar for that channel so that you get a sense of what the process is like.
Once you’ve gotten your first month of consistent posting under your belt on that one platform, add a second one to the mix. This is where social media scheduling software can come in handy. A tool like Buffer or Hootsuite allows you to schedule out content across platforms in advance, so that you can upload your content for the month all in one sitting and all in one place.
After you’ve mastered the art of regular, consistent social media posting, the next move to leveling up is working on engagement and growing your following. Those are the parts of social media management that require more regular attention and time, but when you get them right, you can reap incredible rewards. .If you’re looking for a partner to support you in social media engagement and management (and to pitch in when your social media accounts need a good scrubbing), we’re here to help.