However, now’s not the time to sit on your hands! A period of downtime in your business creates a golden opportunity for a social media overhaul. Let’s take a look at how you can position your social media strategy to push your business forward when everything starts moving again in the autumn.
Step 1: Set goals
As the saying goes, “If you can’t measure it, you can’t manage it”. So, the first step to a successful social media overhaul is to decide what you want to achieve.
Use the SMART framework to set meaningful goals. They should be:
Once you’ve set your goals, you can then benchmark your current performance against them and make a plan to move from where you are now to where you want to be.
Step 2: Review existing channels
Take a look at your existing social media presence. How well does it support the SMART goals you identified in Step 1? For example, if one of your goals is to gain five retweets a week on Twitter, are you posting enough engaging content to achieve this?
An effective review starts with a benchmarking process. Most social media platforms have built-in analytics that will give you essential information about your audience and how your content is performing. Spend some time studying these reports so that you understand who’s connecting with your business on social media, and how they’re responding to your content.
Once you have a handle on the types of posts that perform well/ badly, you can use this information to shape your future strategy.
Step 3: Prioritise your presence
Many small businesses try to do too much on social media. Your business doesn’t necessarily need a presence on all channels; just the ones that are most relevant and helpful.
Even if you’ve decided that your audience expects to see you on three or four different platforms, that doesn’t mean you have to put an equal amount of effort into all of them. You may be on Twitter, LinkedIn, Facebook and Instagram, but if only Facebook is generating sales, there’s nothing wrong with prioritising this channel.
Step 4: Get creative
This is the fun bit: a social media overhaul is a fantastic opportunity to get creative and produce some ‘out of the box’ content. Fancy becoming a meme master or a pro podcaster? Now’s the time to come up with some attention-grabbing content that’s made for social media sharing.
Step 5: Iterate and improve
Don’t view a social media overhaul as a one-off exercise. It’s something you should put into your diary every few months to make sure your presence stays fresh and relevant. Adopt a mindset of continuous improvement and use those analytics we talked about in Step 2 to keep a watchful eye on how your audience is responding to your social media strategy.
Keep improving and the sky’s the limit!
To spend a day focusing on a social media strategy for your business, sign up to our next workshop!