Dear Social Media,
I’ve been unliking you for a while. I can’t believe how low your reach has stooped and I’m tired of your gold digging ways. I’m afraid we just can’t selfie anymore.
#breakingup #itsnotmeitsyou
It’s the break up letter so many want to write. With so many changes, low reach and a push towards paid advertising, many people are fantasising about breaking up with their social media accounts.
But before you act on your desires, it might be worth making some changes first.
Not all social media platforms work for all businesses and industries, if you are struggling with one, keep a presence there but put more effort into another. Look at the audience you are targeting and determine what social media platforms they are using most.
The truth is social media won’t always result in instant sales. It should be just one channel you use to market your business, and it should have a distinct purpose – like building your list.
Keep in mind that to many of your followers, you are a faceless business, to build their trust in you, rapport needs to be established and value needs to be given and this can take time.
So instead of seeing it as a sales channel, think of it as another touch point with your customers and potential customers. Unlike a newsletter that may go out monthly, or a blog that may go out weekly, your social media followers have given you permission to be in touch with them daily – sometimes multiple times daily allowing you to build trust, credibility and rapport quicker.
The same messaging and approach, won’t always work. Social media audiences change very quickly, so do their needs, wants and life stages. To stay relevant you need to be constantly changing and innovating too. Frequently test and measure to see what works best and don’t be afraid to mix up your content.
Use the insights available to you. Work out who your audience is, what posts they interact on and what time they are online or respond best. Then write more of it – and write it ahead of time.
A lot of time can be wasted and a lot of stress felt, in the brainstorming and writing of status updates on a daily basis. By theming content and writing a month ahead, you can save yourself significant time and frustration.
If social media is really giving you grief, get someone else to do it before giving up entirely. Whether you delegate it in-house, or outsource it entirely, sometimes a fresh perspective and personality can be just what you need to engage your followers and bring back your social media joy.
Amanda is the founder of Velocity Media and Communications.
