Anyone with an interest in SEO knows the value of social media for boosting your site's performance in search engine rankings. Thanks to new modifications in the way that major search engines evaluate pages, social media is more important than ever.
Unfortunately, a social media strategy is not a fire-and-forget situation.
To get the most out of your investment in social platforms, you'll need to keep everything current and looking good. Every so often, you need to step back to check your social media and see if anything needs work.
The first step is to take a look at your recent accomplishments and progress, as well as your future business goals. Is your current social media strategy serving you as well as it could be?
Your analytics can tell you which networks are really working for you, driving the kind of traffic that converts into new customers and sales – and which could be working harder. Make a careful note not just of the frequency but of the kind of content that's doing well and the tone it conveys.
Next, you need to check that all of your various accounts are active.
While it's generally a good idea to set up a profile for any major or up-and-coming network, a social media account that's inactive or dormant can actually create a worse impression than having no account at all.
Decide whether you're going to invest the time and energy you need to use an account effectively or if you should just shut it down. It's often possible to deactivate an account until you're ready to come back to it; consider this as an option if you're not happy with the idea of retiring from a platform altogether.
If a dormant profile is the responsibility of a particular staff member, check that they're still on your payroll and that the person knows what their social media responsibilities are.
Always know who's got access to a particular channel – disgruntled former employees have been known to abuse social media to bring unwanted attention to companies that don't cancel their accounts.
Once you've determined that an account is worth keeping, consider the text and graphics that your company's profile contains. Are the icons, avatars and cover graphics up to date or are they beginning to show their age? Is the copy looking a little stale?
If your profile mentions discontinued products or dates that have passed, you'll need to update it.
Look over changes that your platforms have made that might affect your pages or profiles.
Do any of your networks have new features? Have they retired older ones? Has a new layout shaken up your page unacceptably? You may need to re-size or redesign some elements to make the most of the new layout.
Check over your “share” buttons in the light of your analysis. If you have a particular network that's really not doing well, think about how you could change the buttons to encourage interaction. Moving buttons to an area where they'll be more visible or making them bigger may help.
If your visitors really don't seem to be making use of a button, you should probably think about removing it. Replace it with something new that your visitors may want to try – the button for Amazon's “send to Kindle” service, for example.
Finally, take this opportunity to find out if there's any buzz on a new network.
Getting in on the ground floor is always a good idea – you'll find it easier to establish a presence before the new platform gets crowded and your organization will receive the cachet of being an early adopter.
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