It’s February, and all these snow days we’re getting make now the perfect time to hunker down inside, stay warm and watch Netflix. Speaking of Netflix, have you seen ‘Tidying Up’ with Marie Kondo? It’s all the rage and a great way to get inspired to clear out the clutter, and in Kondo’s words, ‘choose joy.’
This concept of decluttering can also have a positive effect on your social media. By trimming, decluttering and focussing on what ‘sparks joy’ in your social media plan, you can save time and improve your overall brand.
As a social media conference our digital closet can get a bit messy as well; we are constantly reviewing our plan and auditing our channels in search of ways to improve engagement with our network – and the best way to do that is to discard what is unnecessary.
Start by taking stock.
Instead of jumping on the latest social network trend (I’m looking at you Ello), analyze your existing channels and take stock of what’s happening on your most valuable networks. Instead of continuing to post memes on (pick your network), focus on understanding what your customers want and give it to them in a simple, concise format.
Now is the perfect time to evaluate your social media strategy. Start by asking yourself these questions:
- Do you have a strategy?
- Is it working?
- Are you measuring the right metrics?
- Are you achieving your marketing goals?
- What percentage of overall revenue is coming from social media versus your other marketing and sales channels?
- Which social media channels or tactics are working and which are a waste of time and money?
And then review your social media strategy, to declutter and ‘spark social joy.’
Your social channels are often a prospect’s first exposure to you and your business, so it is critical to making a good first impression. It’s the lens through which customers view your business and decide what they think of you and whether or not to visit your website. A Twitter account that hasn’t posted in six months, or an over-shared on Linkedin account will reflect poorly on your business. If your social channels are consistently filled with valuable and engaging content, customers will develop a more favourable impression of you and your brand.
With this in mind, here are a few ways in which you can declutter your social media.
Incorporating even a few of these tips will go a long way towards ensuring your social media hits the mark.
1. Social Media Audit
Start by conducting a Social Media Audit, and if you’re feeling more ambitious include all digital properties or content that you own:
- all social media platforms
- all websites and web properties
- website analytics
- email marketing
- online advertising
You will probably uncover accounts that you have completely forgotten about or didn’t event know you had. Google seems to be pretty good at creating multiple accounts without really informing you.
There’s certainly nothing wrong with having multiple accounts as long as you have a strategic plan and the resources to manage them. Even with a good plan and proper resources, you’ll see some channels providing more return on investment than others, at which point you’ll want to take stock and start trimming.
Review metrics regularly to determine the value of each network:
• how much energy and time are you putting into it
• how much revenue are you generating
• what other returns are you seeing that matter to your business e.g. community building, awareness, engagement.
Before you start killing off social media channels consider each of the accounts you have (Facebook, YouTube, Twitter, Pinterest, Instagram, Snapchat, LinkedIn) as they each attract a distinct demographic of users and offer different ways to communicate.
And you may want to do a search to ensure you find all the social media accounts associated with your business. Many businesses are surprised to find accounts they weren’t aware existed.
Analyze each channel and focus on the platforms that are the best fit for the customers or clients you’re trying to reach.
Some channels make more sense than others, depending on the industry you operate in, type of content you generate, your resources to maintain these channels and where your customers are.
You definitely need to know where your customers are and then fish where the fish are.
4. Monitor time and resources
Small businesses can spend hours properly maintaining their different social media channels. Track your time to determine where your efforts are being invested. We use FreshBooks to track our time. Measure your investment against the returns that each channel is generating in order to make an informed decision about the value of that social media channel and whether or not to kill it off.
5. Capture and measure data
Analyze the data that each social media platform provides, being careful not to over-track, over-think and over-analyze. Stick with a few key metrics that truly add value to your business. Focus on two or three key performance indicators (KPIs) and ignore the rest. Good KPIs can include:
- qualified website traffic
- time on site
- newsletter subscribers
- revenue and sales
- conversion rate
- average order value
- cost per lead
Stay away from metrics like followers or the dreaded website “hits”. I can’t believe that in 2019 I still hear people using this term. Measure for relevance and value rather than size and scale.
6. Move in for the kill
If you have a fair number of followers on a particular social platform it may not be easy to pull the trigger. But if it isn’t achieving your objectives and you don’t have the resources necessary to maintain it, it needs to go.
It’s fairly simple to delete a social media channel. Most of them will keep the account in a “deactivated” state for a period of time (about 90 days) in case you decide you want to bring it back to life. If the platform allows you to message your followers, you may want to let them know you’re closing the account and invite them to connect with you on another channel. If they really want to find you, they will.
Let focus and value be your touchstones in 2019. Ultimately, what customers want is a great product or service, and a channel where they can find and engage with you.
There you have it.
Do more with less and ensure your customers stay engaged. Once you strip down the clutter and focus on these principles, you will enjoy lower unfollow rates, higher engagement, and ultimately happier customers.
Need some help? This topic and many more will be covered at Social Media Camp on April 25-26. Register Now!
Stay warm out there.