6 reasons why you should stop doing social media

Social media: love it or hate it, it has become part of our lives, both professionally and socially. Even if you aren’t using it, I bet your friends and acquaintances are and they are bugging you to use it as well.

For this article, let’s put aside personal use and look at whether you should stop using social media professionally.

Consistency is king

Your followers and connections are a fickle lot. They will love much of what you post and then Share/Comment/Like/Retweet, right up until the point they forget about you.

Why will they forget? If you aren’t appearing on a regular basis. We all have so many messages chucked at us on a daily basis, including lots more connections and followers on social media, it is easy to forget someone and lose track of what is happening.

You’re just Shouting

Social media is called social media for a reason. If you want it to work for your business, you need to be sociable. If all you are interested in doing is posting your latest special offer, you are going to be wasting your time. If this is you, you really should stop using social media.

You’re just being negative

If all you do is criticise others, particularly without offering a solution, you’ll quickly get a reputation. Check out some of our MPs to see what I mean. Nobody likes to be criticised, especially if you are just being negative and not suggesting an improvement.

You’re not there at all

Not being there at all is even worse than being inconsistent. This is particularly relevant when you consider the activity of prospective clients or staff.  Almost without fail, the first thing someone does when they hear about you is check your online presence. They find your website and then follow that with your social media presence. If your Twitter/LinkedIn/Facebook accounts haven’t done anything for 6 months, what are they going to think?

You’re better off shutting down your account than having one that hasn’t been used for some time.

No traffic being generated

Your social media activity is, presumably, being done to generate new clients. If not, I am wondering why you are spending valuable time on there. The question is: how much website traffic are you getting from your social media activity?

If you don’t know, I refer you to our previous blog about Google Analytics and then recommend you see how much traffic you are getting.

If you aren’t getting any traffic, there are three probable reasons:

  1. You aren’t saying anything worthwhile (see point two above)
  2. You forgot to put any links to your site on your profile or in your posts (has been known)
  3. Nobody who is likely to buy from you uses that social media platform (see next point)

Any of these are bad and you need to identify which one is causing the issues and fix it fast.

If you disagree, I have a challenge for you: nip down to your local bank and try and pay your mortgage with Likes!

Your Target Audience doesn’t use it

Are you using the social media platforms you do because you use them in your personal life and so know what to do (?!?!) or is there another reason?

Have you considered which platforms are the ones your target audience is most likely to be using? Let me give you some examples:

  • If you sell to Managing Directors of technology businesses, they are highly unlikely to be on Facebook (at least in a business mood) so activity on there would be a waste of time. Moving to LinkedIn (18,366 in the UK alone, plus another 8,648 CEOs) would be a far better option.
  • Launching a new restaurant in St Albans via LinkedIn may not be the best idea (although there are 84,394 people from St Albans on LinkedIn, including 1 food critic). Adding great images of the food and the restaurant on Instagram and/or Facebook may be more effective as people are thinking more about their leisure time

Signing Off?

Do any of the above resonate with you?  If they do, you need to carefully consider whether you should stop using social media for your business. After all, your time is precious and you need to maximise your use of that time to generate leads for your business in order to grow.

I hope this helps

 

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In January I delivered a marketing workshop to about 60 small business owners. Less than half of them put their hands up, when asked if they had Google Analytics on their website.

Let’s spend just a few minutes looking at why we believe EVERY small business with a website should have Google Analytics installed and what you can learn from it.

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As the office manager at my firm, my Managing Director told me to find us a new supplier. The current supplier was failing to provide the service we needed. The responsibility to look for a new provider fell to me, but I was completely snowed under with work. I had a really limited time to shop around.

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Dump those who aren’t engaging with your marketing

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That means it grabs the attention of your target audience, it educates them on why they should use your product/services and they jump willingly into your sales pipeline as a new lead. Marketing engagement is key.

If people aren’t engaging with your marketing you have two choices:

  1. Continue trying to engage them
  2. Dump ‘em

Let’s look at the options.

Continue trying to engage

People who really aren’t responding to your marketing are sending you a message: they’re not interested! If they really aren’t opening any of your emails, responding to your social media activity or even taking your calls, you have to consider whether this is a good use of your time. If they were interested, they would be interacting at least some of the time.

  • They are consuming your mental energy because you believe there is still an opportunity for a sale with at least some of them.
  • You spend time liking, retweeting and responding to social media posts. Time that is a scarce resource.
  • Keeping them on your mailing lists impacts your marketing stats, making open/clickthrough rates lower than they should be.

Dump ‘Em

If you simply remove them from your mailing lists (what member rating do they have in MailChimp?) and stop engaging with their social media, you have that most precious resource to invest in those who are engaging.

Those who are engaging with you want to know more. They want you to talk to them and they are far more likely to buy from you.

The consequences

Let’s think about all of this:

Who would you rather invest your time in? Those who are engaged are likely to buy from you and your time is far better spent on them. Which is a safer bet: 3:1 or 50:1?

There is a slim chance that those who aren’t currently engaged will come back to you. It may be that they aren’t ready to buy from you just yet. I know I’ve suggested you take them off your mailing list (GDPR and all that), but that doesn’t mean you have to cut all ties. You may still be following them on Twitter and you may still be connected on LinkedIn. What’s more, by giving your time and mental effort to those more engaged, you ensure your business is still around when others return.

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The question is: do you need to change your marketing to fit the festive season? Is there any way you could use the Christmas period to your advantage?

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Let’s look at this in detail.

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