How do you feel about your business’ social media presence? Is it something you keep up with? Or are you one of the many business owners who neglect social in favor of “more important” or “more time sensitive” tasks?
You aren’t alone if you fall into that latter camp. But here’s the thing: Your customers are searching for you on social media. Research shows that more than one in three users turns to social media when looking for more information about a brand or product.
That means you not only need an active presence, but also an impressive and accurate representation of your small business.
It’s easy to let your social profiles collect dust. Fortunately, there are a few steps you can follow for social media clean up of your small business social media presence. Thus, this can help you to capture the attention of potential customers.
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1. Double – check your Contact Information
Let’s start with the basics. You first need to confirm that the nuts and bolts information about your business are listed properly on any social platforms that display them. Things like your address, phone number, and website address should be properly displayed.
Nothing frustrates a user faster than clicking your website link from your Facebook profile only to be brought to an error page. Or worse, driving to the address you listed just to find out that you’ve moved.
What do you need to double-check? Different social platforms allow for different information to be displayed.
The “about” section of your Facebook Business page has designated fields for all of your contact information. This includes your address (plus functionality that allows people to get directions to your business), your website link, your email address, and your phone number.
Your Twitter profile has fields for your website link and your general location (meaning only your city and state). Include your address within your bio so people know where to find you if you have a brick and mortar location. List your best contact information (a phone number and email address) there too.
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Instagram bios don’t offer as much flexibility. There’s only a space for one clickable link. However, you can incorporate your contact information into your bio copy so that it’s accessible to users. You can also consider making the change to a business profile on Instagram. This allows you to add links for people to directly call you, email you, or even get directions to your business from within the app.
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2. Update your Access and Permissions
Who has access to the social profiles for your business? You might be surprised by how many outdated users or ex-employees are still lingering as administrators on your social accounts.
This is easy to lose sight of. When an employee leaves, you remember to collect their office keys and remove their access to your company files. But social media slips through the cracks.
The administrators of your social accounts should be limited to only people you want to have access right now (as this means they’ll also be able to post on behalf of your business). Remove anybody else who should no longer be there. This process should be fairly straightforward through your account settings.
While you’re at it, it’s wise to change the passwords for your social media accounts as well. This ensures that any previous employees who were given your login credentials won’t be able to gain access to those platforms in the future.
3. Leverage your Bios
Think of your social media bio as your elevator pitch for your business. Whether it’s your “About” section on Facebook or your short Twitter or Instagram blurb, you should clearly state who you are?
Customers will look there to get a brief rundown of what your business is about. Yet, a surprising number of brands leave that space blank or list nothing more than an ambiguous slogan or tagline.
Your social bio should clearly explain what your business is, what you offer, and any unique attributes that make you different. Here’s a great example from ITC Hotels’ Facebook and Instagram accounts.
This summary doesn’t need to be lengthy. In fact, it shouldn’t be. Prospective customers should walk away with the details they need to decide whether or not your business is what they’re looking for.
Furthermore, your own bio as the business owner matters too. So make some updates to your LinkedIn profile if doesn’t already have the your business details. This way your personal profile would give an accurate representation of your current role.
4. Craft a Cohesive Brand
Is your Facebook or Twitter profile photo an old version of your logo? Is your cover or background image a stock photo that hasn’t been changed in years?
Visitors should experience a cohesive visual aesthetic between your website and your social media profiles. Thus, your website and Facebook Business page should reveal the same branding.
Suppose your website recently went through a rebrand. But your Facebook Page has totally different colors or logos. This is quite jarring for visitors and would shake their confidence in your overall brand.
So, take some time to go through and make the necessary updates to those visual elements. This way you can polish your entire online presence and hence make it consistent.
5. Remove any Neglected Accounts
You know that social media is important. But you also recognize that you don’t have the time to be everywhere at once. Perhaps you had great intentions when you started a Twitter profile for your business. But you just can’t keep up with it the way you can Facebook.
Now’s the time to just deactivate or remove any social accounts that you know you won’t have the time to maintain. Ultimately, not having a presence on Twitter at all is preferable to having an account that hasn’t seen any activity since 2012.
That’s right—you don’t need to have a presence absolutely everywhere. Instead, figure out where your target customers are spending their time by:
- Doing some online research into those demographics
- Identifying which of your social accounts have the most followers
- Looking at your social account analytics (available in your settings) to see which ones experience the most engagement and interaction
Channel your time and attention into the accounts that actually make a difference for your business. Don’t get bogged down by maintaining unnecessary profiles and pages.
6. Respond to Reviews and Messages
Social media should be about interaction rather than one-sided broadcasts.
It’s time to make things right if you’ve previously been bad about responding to comments, reviews, and messages.
Going back and replying to outreach that happened years ago won’t do you any good at this point. However, it’s still acceptable (and even recommended) to respond if there are unanswered interactions from the past few weeks or even the past three months.
Next, set aside some time each day or week (physically put it in your calendar) when you can log into your social accounts. Reply to any messages or comments that came through. You’ll get back to people in a more timely manner. Furthermore, forge solid relationships with your followers which is really what social media is all about.
7. Cleanup Unwanted Content
Think of those times when you searched for your brand on search engines and was served with unwanted content. This could be a bad review or a negative mention about your brand in general on social media platforms. Now, you would certainly want to get rid of such negative content showing at the top of the search results. There are various techniques you can adopt to deal with such issues:
Remove Content From Webpages that You Own
There are certain pages on your website that are no longer relevant as a result of products getting old or offerings no longer valid. In such cases, you can adopt certain measures such as indicating search engines that a particular page should no longer be indexed. Or excluding web pages from being crawled by search engine bots.
Remove Content From Web Pages That You Don’t Own
There are cases where your brand name appears on a page showcasing a negative comment with regards to your products or services. To remove such negative content, you can simply reach out the website owner asking to remove the same. Else, you can contact Google asking to remove offensive content that violates Google’s policies.
Let New Content Overpower Negative Content
8. Optimizing Content for Search Engines
Check your brand’s website and social media profiles and see if they are search engine optimized. This is because your target audience is going to look up for your brand on search engines and various social media platforms. There are various ways you can optimize your brand’s social media profiles:
- Search for keywords, hashtags relevant to your industry and use them in your posts to be found easily
- Optimize your brand’s profile pages on various social media platforms by making use of keywords used by your target audience to locate you
- Share content on social media that is relevant to your audience. It can be done by either creating original content or curating content of other similar websites.
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9. Check For the Relevance of Performance Metrics
You need to check for the relevance of your social media metrics if your brand’s goals have undergone changes in the past few months. This is because the ones chosen for measuring social media performance might not be helpful to measure social media performance under new brand objectives.
10. See if the Targeted Social Media Platforms Are Relevant
You need to define target audience for your brand and steer your social media strategy accordingly. You must ensure that your target audience is active on the social media networks where you have presence. Besides, you should even keep a track of audience demographics who follow you on social media networks and engage audience with your content.
Be proud of your small business’ social media presence
When you’re spinning so many plates as a business owner, your business’ social presence is something that’s easy to lose sight of. However, a lot of customers are searching for you there—and you want them to like what they find.
Follow these six steps to dust off your social profiles and craft an online presence that does your business justice.