Although snow, ice and frigid temperatures are still recent memories for Denver, spring is technically here; and that means it’s spring cleaning time. But as you’re cleaning out the spare rooms and closets, don’t forget to de-clutter your social media strategy. These three tips should help you streamline your approach and continue the year with a simpler, more effective strategy.
- Use social media, just not all of it
Just because a platform exists, doesn’t mean your business should be using it. Twitter, for example, is an excellent tool for news organizations to quickly disseminate breaking information and updates; however, if your demographic is the 65+ age range, Twitter shouldn’t be your main social media outlet. According to the Pew Research Center’s data in 2014, just 10 percent of adults ages 65+ who use the internet also use Twitter. On the flip side, Facebook and Instagram are incredibly popular among young adults ages 18-29. Respectively, 84 and 53 percent of the internet users in this age group use these platforms as well.
The nature of your product or service should also be a factor. An indie rock band likely would not benefit from aggressive LinkedIn use, and Instagram and Pinterest wouldn’t be very helpful for a bank or financial services company. It’s not difficult to locate the big players in social media, but before you create an account, consider whether the platform is the best way to highlight what you have to offer.
- Map out your content strategy
Posting for the sake of posting never did anyone any good. Whether it’s posting infrequently or posting far too much, unplanned social media activity is at best ineffective and at worst unprofessional. Before actively engaging with any social media platform, plan your content strategy in a calendar format. Similar to the editorial calendars used by newspapers and magazines, a social media editorial calendar should include the days and times you plan to post as well as the types of content—both your own and others’—you plan to post.
Use the “measure twice, cut once” principle in your planning, making sure to identify possible pitfalls. For instance, will you really be able to post as often as you say you will? Do you have enough content of your own to post (case studies, blog posts, etc.) or will your social media strategy need to include sharing content applicable to your company from other sources?
Bonus Spring Cleaning Tip
Once you’ve cleaned out unnecessary posts and streamlined your posting strategy, consider a social media management tool like Hootsuite or Buffer to further simplify the nitty-gritty of daily posting.
- Aim for quality, not quantity, of followers
This one’s personal. Not so long ago, when I was an employee of a small newspaper, I attempted to drum up a social media following on Facebook by asking for followers, all of whom were my friends and most of whom didn’t live in the area at all. Needless to say, the followers I gained almost never interacted with the page. Where my strategy went wrong was that I neglected to appeal to the newspaper’s target market. Sure, our likes went up, but they were essentially empty followers because of the lack of engagement. With that in mind, don’t bother paying for followers (remember: it’s generally frowned upon by most social media sites). Instead, focus on gaining real, engaged followers and avoiding irrelevant or uninterested ones.