Spring is approaching us! I can see it all around me, there are blooming trees and flowers all around me and days are getting more sunny, I love it! And, if you’re like me you have the urge to get a jump start on your spring cleaning (#adulting). But, have you considered a spring clean up for your social media goals?
Like the things in your house, a year can mean a TON of content on your social media pages. Some of it is most likely still great content, some of it still works for what you want to accomplish with your business, but see may not. But, it’s worth taking a look and review what is no longer working. And like Marie Kondo, if it doesn’t spark joy anymore, thank it for what it was and take it off your list.
I am personally doing an audit of my platforms and other content and have decided to make some updates. And it definitely helps make the time I spend building content for my business much more enjoyable! Hopefully this helps you do the same.
Here is my guide to spring cleaning your social media profiles.
1. Re-evaluate Your Social Media Goals
The big difference between a personal and professional social media profile is your goal. As a personal page, typically your goal is to connect with friends and family, be entertained or follow a favorite celebrity. There are other similar reasons, but the core of a personal page is to consume. The core of a professional, or business page is to create. You are creating content that you want others to consume.
I would say the first step in a social media spring clean up is to revisit your social media goal. What were you trying to get out of having a social media profile for your business? Why did you start the page in the first place? Was it to build awareness for your business? Did you want to build a following for influencer marketing? Revisit the original goal for your social media, then determine how that feels now.
2. Run Your Analytics
This step of your social media spring cleaning, and the next step, we dig right into what’s working and what’s not. Head over to the analytics or insights area of your social profile (they all have one!) and take a look at how you did over the past year. If you haven’t been around in a full year, go as far back as you can.
Taking in consideration of the main goal you had for the page, which we mentioned as the first step, step #1. Are you meeting, achieving, or succeeding the goal you set out for yourself when you started your page? What contributed to that? Did you miss the mark somewhere? What content, events, or moments contributed to where you are now, good and bad?
This step is completely a fact-finding mission, there’s no need to rationalize or justify what happened. If it’s good, great! If it’s bad, that’s okay! Neither is a sign of success or failure, just data. We want to collect as much data as we can so we know where we are and where we could potentially go. It could be that you’ve crushed your goal and now you’re ready to amp it up, yay! You might have missed the mark completely and need to start over. There are no judgments here! But you need to know where you are before you can figure out where you’re going.
3. Audit Your R.O.T. (Return on Time)
This is a big one for many. As a business owner, your time and money are precious. You want to make sure, as much as possible, that your time and money is used doing things that move your business forward.
You may be doing a lot of things, posting on Facebook, Twitter, Instagram, Pinterest. You’re testing out LinkedIn to see if it’s going to work. You even heard that yet another platform might be a great way to get website traffic. But all platforms are not created equal. And I can almost promise that all of these platforms are not driving equal amounts of traffic to your page.
So what should you do? Have Google Analytics installed on your website. Take that information and determine which pages are working well for you and which ones aren’t. Consider which platforms you enjoy posting to, and which ones you were doing just to get traffic. My advice normally to my clients is to cut down to the top 2 platforms based on analytics.
4. Develop a New Plan
Now you’ve done an audited on your pages, you’ve audited your time and money. Let’s use that data! Now is the time to develop a new plan of action that better aligns with your online business goals.
Take the top performing social pages and list them out. Then, take the social media pages you like the most and if any are different, add them to the list. If the top two performing profiles include your favorite profile, then great! You can now create a posting schedule and content around those profiles. You want to be as consistent as the platform requires, as I mentioned before, consistency is the key to a positive online presence. For example, posting 4-8 times on Twitter, at least once a day on Instagram and now Instagram stories, and 3-4 times per week on Facebook are the best practices on those platforms.
5. Chart Your Path Forward
Now you have a clean new social media strategy. One that will work for your business. Now it’s time to chart your path forward. Make sure you have direction to make your goals become a reality.
Again, any platform can work for just about any goal, but the challenge becomes how and what you’re willing to do to make them work.
So that’s it!
That’s how I would suggest a jump start spring cleaning of your social media strategy and make sure you’re on task for the year!