It's been awhile since I've posted a blog so naturally, I've got a crazy analogy for you today.
Are you ready?
Picture a beautiful jar of raspberry jam that’s a deep red colour, thick and beautiful. It’s a beautiful eight ounces of jam, complete with pretty packaging. Now, picture three thick, crispy pieces of toast. There’s enough jam in your jar to give each slice a hearty amount and make you and your friends a satisfying breakfast, with some jam left over for other meals.
However, you keep bringing out more slices of bread and putting your jam onto them, trying in vain to get your finite amount of jam to cover the many slices littering the table.
Your friends are horrified. Why are you making so much toast? There is far too much, and now there’s barely any jam left for each slice. Brunch is ruined.
This is what you look like when you try to spread yourself too thin over too many social media platforms.
There are so many social networks out there, but you only have so much jam (aka TIME) to go around, so use a little restraint when diversifying your social media presence, or your profiles will be tired and uninspiring.So much social media.... so little time...Click To Tweet
Think you may have spread your social jam too thin? Here are some signs that your social media is getting tired.
Your profile/cover photo hasn't changed in how long???
Big mistake. Take a step back and think about who you were and what your brand was like when you started your accounts. Are you still that person? Of course not!
You don’t have to have gone through any major epiphanies to necessitate a profile update, and you should update them semi-regularly just to keep things interesting.
Refreshed content will show your followers that you’re keeping up with your account and care about your online presentation.
Besides, variety is the spice of life, I hear (although I’d argue that cayenne powder should be the spice of life, because that stuff is delicious on everything).
Keep in mind that while change is great, too much change can be confusing to your followers. I recommend updated you social media cover photos once ever 3-6 months. Your profile picture should accurately represent your brand at a glance so change no more than once a year.
You’re spread too thinly across social media platforms
It’s easy to get excited about a new social platform, set up a profile, and then let it lapse into obscurity because you forget about it, don’t have time to keep up to date with it, or just get bored.
Having six or seven different platforms is a lot to manage if it’s not your full-time job; and with too many accounts, you won’t have enough energy or content to keep up with them all.
If you’ve ever sat up in bed one night and thought, “Oh god, I haven’t logged into my X account in two weeks,” then you’re spread too thin.Any time you feel yourself neglecting a social media account you can do this...Click To Tweet
P.S. I just did this myself by signing up for Periscope and neglecting it after one scope. OOPS! Poor planning mixed with an influx in business and travel plans led me astray. Never fear! Any time you feel yourself neglecting a social media account you can do one of two things:
- Re-evaluate how necessary having that platform is to your brand. If it's not necessary or you simply can't keep up with it, ditch it now!
- If you decide to go forward with building an engaged audience on a platform, then build a content marketing plan to that fits in with your brand and matches what your audience needs.
Your social media engagement has plummeted
Remember my original analogy where you ruined brunch with your toast debacle? Your friends were irritated because people can tell when you’re not putting your effort into things. Well, the same applies to your social media accounts.
It would take a lot more time and energy on your part to keep up with a bunch of accounts in a way that would make them useful to you and your followers, and they aren’t going to respond to an account with little content that’s useful to them. With no contact, there will be no engagement. No one likes dry toast.
This point really comes down to that big ol' “C” word — COMMITMENT. If you can't commit to it, then forget it.
You’ve run out of things to post
This is the worst. When you’re out of figurative jam, you’re tired and frustrated as you troll social media sites for something, anything, interesting to say. This is a real problem and can happen if you’re trying to generate fun and useful content for your followers every day across five, six, seven social platforms.
Finding useful content is a time consuming job, but you should be aiming to curate content, not scrounge around for it because you’re spread so widely across different audiences.
You’ll do much better if you hone in on your social niches, pick a few select platforms that you like, and cultivate conscious relationships through that. Never half-ass a lot of things. Full-ass one or two things.Never half-ass a lot of things. Full-ass one or two things.Click To Tweet
I’m not going to tell you not to try different social media platforms. After all, you need bread for toast, and carbs are an important part of any diet. Just don't buy all the bread with no intention of eating it… Ok, I think that analogy is done now.
My main point is this: Pick 2 to 3 social media platforms that you like, and work your way up from there.
Question: What is your all time favourite social media account of the moment? I'm having so much fun on Instagram these days! Join me there: http://instagram.com/onlinedrea
Andréa Jones is a social media strategist who works with lifestyle brands to build their online presence through targeted social media and content marketing solutions. She's also the founder of SavvySocialSchool.com – a membership community with everything you need to achieve visibility, growth, and engagement on social media.