Managing Social Media accounts for your own business can be a challenging task. In this article I’m going to explore 7 common problems that can be resolved through the use of a Social Media Healthcheck.
A large number of small businesses manage their own Social Media accounts, as you might, and there are some good reasons why this makes sense. For example:
- It’s cheaper than paying for someone to do it for you
- You’re in your business so you can capture those key moments and share them immediately
- You use Social Media for personal reasons so, why not?
However, using Social Media for personal means and managing Social Media accounts for business purposes are quite different. The key difference when it comes to business is that you have a goal and that goal is typically one of the following:
- Sell products and services
- Build brand awareness
- Provide customer support
As a result of the difference your Social Media business accounts can start to become a source of frustration if you don’t feel you’re achieving your goals. This might be when it’s time to reach out for a healthcheck and get some input and fresh perspective from an expert.
Let’s explore some tell-tale signs it might be time for a Social Media Healthcheck.
You aren’t seeing any benefit from the time you’ve invested
You’ve been running your social accounts for a number of months and despite starting out with good intentions and bundles of enthusiasm you’re now not seeing any benefit to the effort you’re investing in your social channels.
Quite often, this frustration can stem from some of the following reasons:
- Your following isn’t as big as your competitors
- Your new follower numbers have stagnated
- You aren’t selling any products
- You aren’t converting traffic to your website
- You aren’t having conversations
These are some of the frequent pain points for people who run social media accounts for their own business. When you use social media for personal use you don’t have to think about any of those because you won’t typically care how many friends you have on Facebook and how many people liked or favourited your latest post.
However, when it comes to your business you do care about those numbers and of course you care if it’s having an impact on web conversions or engagement so it’s understandable that you get frustrated if you’re not seeing the types of numbers you want to see.
- A Social Media Healthcheck will look everything you’re doing on each channel and provide you with a list of actionable tasks that will help you get back on track with your goals.
You’ve lost sight of what you set out to achieve
In the section above I talk about the pain point of feeling like you aren’t making progress. But what if you don’t know what you’re trying to achieve in the first place?
There are many good reasons why your small business should be on Social Media, for example:
- Increase product sales
- Building customer relationships
- Build brand awareness
- Provide customer support
However, if you don’t know why you’re on Social Media it makes it hard to figure out what you should be doing on there.
- A Social Media Healthcheck will help you to re-assess the purpose of being on Social Media and make some recommendations for you to consider.
You struggle to find time to manage all your social media accounts
It can be tempting to create an account on all Social Media channels. Either you think you should or perhaps you were on Facebook and Twitter already and then someone says to you, “Hey – you’ve got to be on Instagram these days!”, so you oblige.
It’s not necessarily wrong to be on a large number of platforms but if you are, it might not be the best use of your time. If you’re looking at this article then you’re most likely already managing some social accounts and if you’re doing that then you realise how much effort it takes to sustain an active presence on just one channel.
If you’re on more than one channel the first thing to do is to review whether all of the channels add value. If there’s good reason to be on more than 2 channels,you might need advise on how to manage them more effectively.
- A Social Media Healthcheck will understand what channels you’re on and make recommendations on the value of those to your business and how to manage them more effectively.
You’d like an outside perspective from an expert
We all like re-assurances on the work we’re doing from time to time, don’t we? Perhaps you have questions on a certain area of Social Media that you’re not sure about or you just want to know if you’re doing the right thing.
- A Social Media Healthcheck will give you an impartial view and also identify any best practice to take advantage of or worst practice to avoid.
You have different people managing different Social accounts
This can be particularly challenge and is also common in medium sized businesses and charities. If those who manage your business social accounts aren’t aligned and in constant communication then it can result in your audience getting a mixed experience when they visit your social accounts.
You want people to get the same experience and take away the same feeling of your company from all social channels but if you have multiple people running them, and running them differently, this is unlikely to happen.
For example, what if the person running your Facebook account is using a different tone to the person running the Instagram account? What if they’re sharing different content? Who is analysing the data to see what content works on which platforms if it’s all managed by different people?
- A Social Media Healthcheck will compare the different accounts and identify any recommendations for making the brand consistent across all channels.
You want to see how you compare with a competitor
It’s been well recognised by studies* that one of the pitfalls of Social Media is that it results in us (individuals) comparing ourselves with others. This is typically referred to in the context of individual users, where people are feeling down or depressed because they feel their life doesn’t compare with the life others are portraying on social media.
This doesn’t just happen for personal users, it happens for businesses as well.
Have you ever looked at a competitor and felt envious of the number of followers they have, or the way their profile looks, or their website or how much engagement they get? I know I have. I expect we all have.
Often this stems from the fact you’re at an earlier stage in your journey than that business you’re comparing with. Maybe you’re 6 months in and they’re 3 years in. Maybe you’re a year in and they’re a 10-year-old business. People don’t tend to allow for context when they’re getting a little green around the gills.
- A Social Media Healthcheck will ask you to identify your competitors and analyse the differences between the two accounts from the eyes of an expert. It’ll provide a list of observations and some actionable advice for making improvements. It might not say “this is how to be like them” because a) whilst you might envy what they do it might not be what’s right for your business and b) maybe they’re not doing it right anyway.
You are auto sharing between platforms
Auto-sharing content between platforms is not something I advise. It can be a time-saver but often it results in poor-formatting on the platform you’re sharing to and can also effect engagement. It’s not just auto-sharing that might be a problem though, maybe you’re using other automated tools that actually are not beneficial to your social media efforts and are actually hampering results.
- A Social Media Healthcheck will identity these and make recommendations for alternative tools or ways of working.
There are many reasons why you might benefit from a Healthcheck. Often challenges stem from time or knowledge and a healthcheck can put you in the right direction and help you to manage your social channels in the most time effective way.
It’s certainly better to invest in a healthcheck and use that to re-ignite your efforts than to get frustrated and leave your Social Media accounts to sit dormant and gather virtual dust. I see this happen a lot and it’s not a good place to be in. Think of it from the customer experience, you’ve probably been there yourself. You search for something online and you find a business who seem to fit what you’re after. You find their Facebook page or Twitter account but then you realise it hasn’t been updated for 3 years and all the information is out of date. So what do you do? You carry on searching and find the next best business. Nobody wants to be in this position.
Arrange A Social Media Healthcheck
If something I’ve written above resonates with you then it’s time you invested in a healthcheck. You can find more details on my Social Media Healthcheck here.
*One example of a Social Media Study