A social media page that lacks content and lies dormant might as well not exist at all. But if you’ve let your social pages lapse into a state of disrepair, it’s not too late for them!
It is totally possible to revitalize and refresh your social media presence and bring your engagement back from the dead. Here’s how you do it.
Do a Basic Profile Audit
Before you turn to creating content, you want to make sure the bones of your page are up to snuff. All of your social media pages should feature your business’s name, location, contact information, and hours. If any of these are missing or wrong, now’s the time to update.
Additionally, make sure your pages are branded. Your logo should be included in the profile photos for each of your social pages. A tool like Canva makes it very easy to format your logo and relevant images to fit any social profile across platforms.
Once your pages are looking fresh, it’s time to think about content creation. Establishing a regular posting schedule is truly the golden rule of all social media. Regular posting creates a sense of familiarity with your brand. Plus, the more content you share, the more your followers come to know and like your brand’s voice and identity. Your business begins to feel like an old friend, and that’s when people feel comfortable interacting with your content.
When you come and go from people’s social media feeds, that can actually make people feel distrustful of your brand. Why is there a flurry of activity one week followed by silence for the next two? It makes your brand seem scattered, and that’s not the way to generate positive attention online.
Don’t Just Sell, Provide Advice
Of course, it’s not just about the regularity of your posts, it’s also about their content and quality. The beauty of social media is that it allows you to establish authentic connections with your followers, so the last thing you want to do is create a series of salesy posts.
Instead, provide advice and useful information. Establish yourself as an expert in your field, and followers will find themselves turning to your content when they need a question answered. Sharing tips and knowledge also gives your followers something more substantive to comment on. People are far more likely to leave words of thanks or additional questions on an informative post than they are to say anything in response to content that is purely about selling a product or service.
Talk with Your Biggest Fans
When someone does take the time to engage with your brand, you want to reciprocate! Leave no comment left unrecognized, no question unanswered. When fans take the time to post a shout-out to your brand on social media, re-share the post and thank them for the kind words!
Again, social media is all about creating dialogues with your real customers, and giving them a sense that there are real, kind, knowledgeable people behind your brand.
Share Visually Exciting Content
Another way to catch the eye of those scrolling past your content in their feeds is to make it visually appealing. Rather than relying on text alone, always include an attention-grabbing graphic. Video is an increasingly popular method for reaching consumers, and live video in particular is very engaging. Viewers are excited to catch the content right as it’s being created, and it gives you the opportunity to answer questions and speak in real time with your followers.
Use Hashtags Wisely
It’s great to engage with those who already follow you on social media, but if you want to expand your reach, using hashtags is a great way to do so. Whenever you post content, include a handful of relevant hashtags on the post.
Viveka von Rosen shared her hashtag best practices for LinkedIn, but they’re really relevant anywhere. Select three to four hashtags that are relevant to the community you’re trying to reach and add one that is unique to your business. Using those community-specific hashtags will put your content in front of those who are interested in your industry or field of expertise. That’s the best way to get discovered by a new, relevant audience on social media.
Create Friendly Competition
Social media contests are yet another creative way to engage with your existing followers and broaden your reach. Create a contest that encourages followers to share content about your brand. If you run an ice cream shop, maybe it’s asking fans to take a selfie with a bowl or cone of their favorite flavor. If you run a dog grooming business, run a pet costume contest leading up to Halloween. Whatever it is, make it a fun, exciting challenge that followers will want to be a part of.
Establishing a hashtag for the competition not only allows you to track entries, it also helps to create buzz around the contest and generate broader attention.
Once it’s all over, be sure to post about the winner and share a photo or video of them with their fabulous prize on your social channels.
Get Involved in Pertinent Groups
Another way to reach beyond your existing audience is to become a member of groups that are aligned with your business’s solutions. Let’s say you’re opening up a nail salon in Akron, Ohio. You can join groups about nail art design or groups for nail technicians. Additionally, you can target community groups that attract those in the Akron area.
Once you’ve joined the groups, get involved in the conversations that are happening there! If someone asks for advice on what type of acrylic nails are best, share your opinion. If someone in the Akron group asks for recommendations for low-key bachelorette party ideas, humbly suggest that they might stop by your salon for a little bit of pampering.
It’s hard to keep up with social media. But even if you’ve let your once-great social presence go flat, it’s never too late to revive it! Taking a few simple steps to keep your page updated and stay on top of engaging with your followers can make a world of difference in generating meaningful conversations and connections with leads and customers alike.
If you liked this post, check out our Small Business Guide to Social Media.