Spring Clean Your Social Media Channels With These 10 Easy Steps
It’s that time of year again – we’re decluttering the house, dusting the shelves and cleaning the oven. But what about spring-cleaning our social media channels? During this blog, you’ll find out how to clean up your social media channels and get them sparkling again!
1) Find and unfollow inactive or irrelevant accounts across your social media channels
Many of us feel the need to cleanse our social media channels from time to time. We may want to ensure that those who we follow are still active on Twitter or Facebook, for example. This can seem like a daunting task – particularly if we follow a lot of people. Luckily, tools such as Meltwater Engage, cleaning up a social media channels is pain-free. Simply select the ‘cleanup’ tab in the ‘discovery’ section and view those accounts that are inactive, irregular users, or do not follow you back. It’s worth noting, however, that we should be cautious not to unfollow an account that doesn’t post often – irregular posting doesn’t mean to say that they don’t engage with our content, you see.
2) Analyse which social media channels are doing well and why
We might find that our Twitter is receiving way more interactions compared to our Facebook profile. This could be because our audience prefers Twitter to Facebook, alternativel,y it could be because our Facebook strategy needs improving. Media monitoring enables us to find relevant brand insights which can be used to improve or focus our efforts on a particular social account. For example, which channel do we receive the most engagement on? If we add the “trending themes” metric into the mix, we can understand the types of conversations that are sparking this engagement.
3) Update out-of-date content
Much like cleaning our houses, sometimes we neglect keeping on top of certain social media channels. Maybe the last video posted on YouTube was a year ago, or our pinned tweet is no longer relevant. An out-of-date social media profile isn’t going to attract new audiences and can make our company look stagnant. If our audience sees that nothing has been posted for 12 months, they may assume we’re either not in business or no longer relevant. Updating out of date websites, blogs or social media with current content is a quick way to show that we are still active online is by. If you’re looking to create new content, as well as update evergreen content, try using a media monitoring tool to uncover trending story angles that are relevant to our audience right now. Moment marketing is a big hit right now!
4) Follow new people
New influencers are popping up on the scene all the time. Keep an eye on who is dominating the conversation and acting as a talking head in the media. A quick Google for “top influencers in xxxx sector” can also point you in the direction of a list of influencers to build relationships with. Meltwater’s Influencer database is also a great solution to help narrow down your search. Our influencer tool helps users overcome restrictive journalist “beat” searches, as well as keep on top of recent company leavers by showcasing influencers based on recent topics they have written about, no matter how niche that topic may be!
Another way to find new influential people to build a relationship with is by using social media monitoring. We can track who is the top poster within a certain field or topic. After finding a few interesting people, we can manually go through their following list on Twitter to find even more relevant people. This is great for building a community, establishing relationships online and learning and collaborating with others.
Want to learn more about budget-friendly influencer marketing? Have a listen to our on-demand webinar here.
5) Use lists
Ooh, lists! Who doesn’t love a good list? Facebook has interest lists, Twitter enables influencer lists too. If you’re not using these, now’s a great time to start organising the influencers you have relationships with (or want relationships with). If you are using them, now’s a great time to revisit them and make sure that they’re cleaned up and full of the people and content you want.
6) Be on brand
Has it been more than a year since you changed out your Twitter background or Facebook banner? If so, it’s time for a refresh: no social media audit is complete without a design refresh! This is such a simple but effective way to optimise our social media channels. We should be able to see a strong correlation between the design and content across all of our social media accounts. Updating simple things like headers, profile pictures and backgrounds is a great way to create a recognisable brand image. Spruce up social media accounts by changing the colour scheme or header image. Use this opportunity to also take a look at your positioning – what your social media profiles are telling the world about your company. What’s the brand story? It’s possible that your corporate positioning has changed since last year, and your social media profiles aren’t up to date.
Implement new marketing strategies or trends. We can use a social media monitoring tool to discover new and innovative ways to interact with our audience through key messaging. Live streaming is huge right now and is a great way to connect with people. Consider hosting a regular Q&A or webinar. For 8 ways to run a successful live stream click here.
8) Competitive analysis
Knowing what our competitors are doing and how well they are doing, is vital for our own marketing strategy. After all, their strengths and weaknesses can easily become ours! Media monitoring is a quick and easy way to see how people are reacting to our own content – as well as our competitors. Set up a competitive analysis using media monitoring to benchmark metrics like share of voice, sentiment and media exposure.
9) Audit permissions on all your social media channels
When was the last time you took a look at who had access to manage your Facebook Page, Twitter feed, or a third-party app that posts across sites? The reality is that a lot of us use multiple sites, tools and logins – and this makes the permissions piece an organic one, as employees leave companies and change roles. We should go ahead and log into all our active social media channels and make sure that permissions are in-line with our current employee job descriptions.
It’s also good practice to regularly change passwords, especially since so many companies are being hacked these days. Aim to change passwords quarterly. This becomes a lot less painful if we’re using a social media marketing tool that allows multiple users, as – rather than changing all those passwords and then having to email them out to everyone and keeping track of who has them – you can simply adjust the main account and invisibly make that change.
10) Take a deep dive into your success metrics
Q2 is a really great time to look at metrics. Theoretically, our annual goals are set and we still have 2+ quarters left to hit them. Summer is an off time for a lot of industry topline revenue, so Spring is a good time to plan for that by making sure that our KPI’s are sound, and that they’re still relevant given any positioning or other changes coming up that might affect them.
After following the above steps, our social media should be as fresh and sparkling as our houses (and if we haven’t got round to cleaning the oven yet, at least our Twitter and Facebook accounts are in tip top condition).