The wide world of social media is just that – wide. There are so many different social networking options to choose from, and the number is growing all the time. There
As you begin to explore all the social media options your brand can utilize, it’s easy to get swept up in the excitement and build a page on every social network you find. But that is precisely what you don’t want.
Once you create a page or profile, you have to keep up with it; so if you begin to develop pages on twenty-four different platforms, you have to keep up with twenty-four different pages. Don’t bite off more than your brand has the ability to digest.
If you already have several profiles in the works, there are a few signs you might be overwhelmed.
Signs Your Social Networking Presence is Besting You
You used to have a set time for posting and responding every day – and you’ve gone well over your limit.
It’s normal to have to expand your allotted time for social media when you add a new platform. But when you sit down at 8:00 in the morning to respond to messages and create new posts, and you look up at the clock and see that you’ve missed lunch, it’s time to start evaluating your social presence.
You also have to take the size of your brand and your abilities into account. If you have an entire department dedicated to social outreach with a team member to handle just one or two platforms, you can start amassing quite a few profiles. But chances are you don’t have this ability. You probably have just one person handling all of your social networks on top of their regular abilities.
But if your problem is simply organization and not knowing what to post, we can help you out with that. We have a free, downloadable Social Media Planning Guide which can help you get that all sorted out.
“We have a profile on this one?!”
It’s not uncommon for a platform to slip under the radar and fall into a realm of the forgotten. It was probably one of those sites that sounded like it was going to be something big. You jumped on there and created a company page. Then it fell by the wayside for a while, and you put it on the back-burner, only to wipe it from memory. When it picked up speed again, you went on to create a page, and lo-and-behold, you already have one! But now it’s been a year since you launched it. Who knows how many people found it and realized it was a dead page before moving on for good?
That’s not to say all hope is lost for an audience on a page you forgot about. If it’s a platform where you know a lot of your audience is located, it’s just going to take a little more effort to reach them now. But if there’s no audience base on this social networking site, it may be best to cut ties with it so you can focus on the larger ones.
You’re getting that burnt-out feeling
There’s always going to be moments where you’re tired of thinking up posts or responding to comments. That’s different from burning out.
Most posts will need some alteration from platform to platform, so for every network you use, you have to make adjustments to your content. If you’re using twelve different sites, you’re going to have to adapt your post about that many times.
If you find yourself avidly avoiding posting status updates and dreading even logging into Facebook, you’ve probably reached the point of burning out. Start by looking through your social profiles and deciding which ones can get the ax.
So you’ve identified that your social networking profiles are getting more out of you than you are out of them. Now how do you correct it?
How To Fix It
Pay attention to where your audience is
You may have spent a lot of time developing a page over the course of months or maybe even years. However, if you only have twelve subscribers who never interact with posts, you may want to consider cutting your losses.
There’s no use in continuing to pour time, sweat, and tears into a profile if your audience isn’t there.
Most social networking sites, such as Facebook, will have a place for insights so you can garner more information about your audience. If their demographics don’t match up with your ideal clientele, it’s not the right platform for your brand.
Your website analytics should also tell you from where your web traffic originated – as in, which social media site gave them directions to you. If you consistently see leads come in from Facebook and Instagram but no one from Snapchat for weeks at a time, evaluate the platform. It could be that your snaps aren’t formed well for the app, but it’s probably that your audience isn’t there.
Also, pay attention to where they’re active
Numbers are great – don’t get us
Focus on the major social networks
Unless you’re POSITIVE that your leads are coming from social networking sites like Tumblr and Pinterest, focus on the big ones: Facebook, Twitter, Instagram, and LinkedIn. If your audience is somewhere, there’s about a 99.99% chance they’re on at least one of these four – or possibly all of them.
Facebook and Twitter will have relatively similar demographics: users in their 20s through 40s (with Facebook also catering to more senior users), although the genders are split – Facebook tends to have more active female users while Twitter appeals to more male users.
Instagram is a more recent development than Facebook or Twitter, but it can hold its own weight. This social networking site boasts 300 million active daily users, mostly made up of 18- to 29-year-olds. If your goal clientele is in the younger generation, this absolutely is where you want to be. And 25 million other businesses can be found on Instagram, which means the site has a positive effect on brands.
LinkedIn is explicitly geared to business-minded users. As its focus is mainly on building connections and contacts, this is a prime spot for B2B brands to settle in and crank out posts. In fact, LinkedIn reported that 80% of B2B leads come from the site.
The best place to start is by conducting a social media audit – figure out what sites you currently have a presence on so you can see where all your time is or isn’t going. Then you have to decide if your social networking presence is overgrown and where you need to start trimming.
If you’re still having trouble keeping up with it all, Bitboyz Digital can help with social media management. You can reach out to us here to see how we can assist.