Don't Get In Over Your Head
If you've successfully spread your brand across a variety of social media sites, you're doing exactly what leaders in the world of online marketing have been touting as a successful modern business practice. The more times your name is shared across the digital landscape of the Net, the better, and when things go viral, it's like Christmas has come early. With all of that free exposure, what could go wrong?
Unless you're monitoring this activity carefully, however, you might run the risk of spreading yourself too thin. How is this possible? Take, for instance, a successful Twitter account. Followers can look at a steady stream of your content all day along, retweeting and starring their favorite posts, and as long as you're consistently providing them with your company's insights, they'll have a reason to keep checking back. While it might not seem like a lot of work to keep up with this level of activity, just imagine what it would feel like if you had six - or more - other social media accounts with different followers, all vying for the same attention.
Fortunately, there are ways that you can get the same pay off without going overboard. Consider the following small business tips for managing social media the right way:
Strategize for success
Assuming you've built a solid following across a handful of sites, it's essential that you're managing them all efficiently. Daily content is typically a must-have in the world of social media, and unless you have a team on board responsible for perpetuating your online reputation, some of them might go dark. This, in some ways, is worse for you than if you never created them at all because it could demonstrate to your consumers that you're liable to abandon them.
With a carefully etched out to-do list, however, you can schedule when different posts will be released. If daily content seems like a stretch, you can use this strategy to set up your brand to release biweekly instead. That way, your consumers won't be expecting too much, too often, and you'll have a chance to organize your calendar ahead of time.
Running into the fray, proverbial guns blazing, on one site and then reenacting a scene from Downton Abbey on another is bad for your image. It sends the message that you're a little wishy-washy in your opinions, and even worse, it might look like you're screening content from one entire group of people. Rather than being grateful, they'll likely ask why, and you'll be inclined to answer accordingly. Although some posts might be more relevant on one social site over another, such as the difference between Tumblr's free-for-all media smorgasbord and Pinterest's more structured approach, you should still strive to keep the same tone across the board to maintain a consistent brand image.
Don't tread water
With all of this in mind, it's important to ask yourself if you really need more than a few social media sites to get your message across. Developing a solid online reputation is difficult enough already without having to provide innovative, creative content for more than one source. While it's always a good idea to explore other options, make sure you're doing it in such a way that you can feasibly devote time to each online presence. You should also keep in mind that consumers are humans, too, and often sympathize with the need to downsize. If you're feeling overwhelmed by the sheer magnitude of propagating content for multiple social sites, let your followers know you're moving to a different medium before you go silent. That way, they'll have the chance to follow you if they're so inclined.