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Question: "I haven't updated my social media in a while, what should I do?" - Take Back My Day
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Question: “I haven’t updated my social media in a while, what should I do?”

Here is a question I frequently hear from clients who run their own business and website:

I know I should be updating my blog regularly and stay active on social media, but I have a sinking feeling that the stuff I put out is simply not that interesting. I am lucky to get one or two responses to most of the things I write. Nobody is really looking at my content. The choice I seem to have is to spend vast amounts of time interacting online to get everyone’s attention or to let my content dry up.”

As a solopreneur or small business owner, it can be hard to make your voice heard when you are competing with large outfits that have their own media team, not to mention political figures whose postings get the lion’s share of public attention. It is easy to feel that “no one” is interested in content, particularly if the subjects you tend to discuss are niche-specific.

Here are some thoughts about the productivity and time management aspects of marketing your small business in social media:

As a general rule, the time you set aside to generate authentic, relevant content about you and your business is very well spent. In the absence of your voice, your competitors’ content will get more attention, and you may miss out on valuable connections. Posting online, whether in a blog or in discussion forum, is an excellent way to stay visible. Since potential buyers may review your recent posts, it is a good idea to post in certain intervals.

Some of the social media advice you may have heard (“blog every day,” “post frequently,” or “engage with your followers”) can seem overwhelming, particularly if you work by yourself and wear many hats. A typical blog stays active for about six months and then begins to drop off. The same is true for social media accounts on Twitter or business pages on Facebook. Although enthusiastic advisors sometimes apply a “one-size-fits-all” approach, it can lead to major frustration for those with smaller accounts.

Here is what you can do to maintain a presence without stress:

  1. Post in intervals you can manage. It is far preferable to put out one blog post a month than to publish furiously for a while and then stop in your tracks because you are too busy. Scheduling tools such as HootSuite can help plan your postings in advance.
  2. Keep in mind that you do not necessarily need a large audience. It is highly unlikely for specialized content to be read by thousands of people, especially if your blog has not been around for multiple years. Rather, the purpose of your content is to invite discussion or share expertise among your contacts and those who are likely to become your clients.
  3. Limit your posting to a manageable number of platforms. Social media platforms tend to be short-lived (remember MySpace?). Chasing the latest trends can be stressful and unproductive. For example, Snapchat may be entertaining, but it’s hard to see how it would help sell a highly specialized product or service.

Overall, maintaining an online presence that is regularly updated is in your best interest as a business owner.

 

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