Everywhere you look, there’s an abandoned Twitter feed, or a neglected Facebook page. They are the remnants of an idea that wasn’t quite executed or enthusiasm just died off. Abandoned social media profiles are awful, but they are not the biggest mistake a small business can make with social media.
Thanks a Lot Social Media Gurus
Every year, a small business owner will attend a webinar or a conference where someone claiming to be a guru hops up onto stage and says that the secret to success is to post on social media. Unfortunately, the excitement over the silver bullet to riches often doesn’t translate well because the small business owner isn’t able to implement a strategy.
That’s because 1) they weren’t given one by the guru and 2) they don’t have the time or know-how to create one.
We started TrustWorkz because we wanted to do the things that a small business owner would do to help their small business if they knew how to or had the time to do them.
What’s Wrong with Going Through the Motions?
Here’s the thing about social media: it’s meant to be social. When brands start going through the motions and treat their social media like a checkmark, it screams inauthenticity. In today’s world, this isn’t just a major turn off, but it can also lead to real reputation issues (if you’re not lucky enough to be ignored first).
Small businesses going through the motions on social media is similar to doing the same thing in an actual relationship. When you let things fizzle, a break up is inevitable.
How Do You Know If You’re Just Checking Things Off?
If you’re not sure that you’re just going through the motions, then I’ve got news for you. That’s the first sign of a bad relationship between you and your social media. Here are a few other red flags:
- Your content is the same day after day. Let’s try posting something different! Maybe a photo?
- It’s the last thing on your mind. “Oh crap! I’ve got to make a post today!”
- You’re not responding to reviews, new likes, or comments. Concern and gratitude go a long way!
- Profiles aren’t quite abandoned, but they’re not quite active. You’re in limbo. You kind of care, but only when you’re running a promo.
- You’re not investing in learning about strategy, tools, or updates. Things move fast!
- Content is 100% about you and it lacks value. Treating your Facebook page like a billboard shows a lack of understanding of the ecosystem you’re using to market and sell.
Do you see why checking things off can be worse than just going through the motions? Apathy only tends to leave your customers wondering whether you care, and it also ends up being a complete waste of time.
Choose a Path with Social Media
My advice is to choose one or the other. Either quit social media and own the fact that you’re going to hustle in other ways to get in front of your ideal customer, or go all in and make social media work for your small business. You have better things to do than to not care about getting your Internet marketing to a point that it’s driving sales for you.
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