The first day of spring is just around the corner, and now is the perfect time to add social media to your spring cleaning to-do list. Social media is a great way to connect with your customers and stakeholders, as well as stay up-to-date with your industry – but like any tool, it requires regular maintenance to produce the best results.
Take an inventory
Before making any changes, take some time to get a sense of your social media presence as a whole. First, take a look at your company’s presence on social media sites. Is there a favorite platform? Are there any that have fallen into disuse?
Next, assess the appearance of your social media profiles. Is your company’s identity consistent across platforms? If you have recently rebranded or refreshed your style guide, are those changes reflected? Make sure to check that your links lead to the proper landing pages and that your company info is current.
Now it’s time to dig into your analytics and use those findings to inform your strategy. What social media sites drive the most referrals to your website? What was your most successful campaign? Taking a deep look at the numbers will help you identify your strengths as well as your best opportunities for growth.
Update and organize your presence
Now that you have all the information you need, it’s time to make some informed changes. Start with your profiles and update the avatars, links and descriptions to maintain consistency across platforms.
Next, move to your posts and photos and curate your current content. For example, on Facebook, organizing your photos into appropriate albums will make it easier for your clients to find what they need. On Pinterest, create specific boards for your categories rather than pinning to a single board. And don’t forget your pinned tweet on Twitter – is there something more recent that you could promote instead?
Explore new ways of reaching your audience
Now that the maintenance is done, you have the time to plan new content, review what your industry is doing on social, and explore new platforms. Take a look at the social accounts of other industry leaders – are you following the thought leaders in your business? How are they approaching the news in your sector? Finally, take a look at the social media platforms that you aren’t currently using – there might be another outlet for your news that you hadn’t considered!
Assessing your online presence is a valuable process that can increase traffic and engagement – but you don’t have to do it alone! Contact us at firstname.lastname@example.org for help with all your digital strategy needs.