I have seen first-hand the impact of not updating social media accounts can have on a business. As a business owner, it is important to stay up-to-date and engage with customers and prospects online through social media.
Social media platforms are often used for promotion, customer feedback, and communication among other things – making them an essential element of many businesses today.
Being successful on social media requires an active presence and routinely posting new content. By not doing both of these you run the risk of tarnishing your brand’s reputation, weakening your influence with clients, and not gaining followers. Your competition at the same time is going to be very active with social media and influencing potential customers.
Let’s go over what can happen if you leave both established accounts and new audiences unattended!
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Having a rarely used social media account means that businesses are missing out on opportunities to engage with their audience.
Social media is a powerful tool for building brand awareness and connecting with customers. If a business is not actively using its accounts, they are losing these benefits.
Businesses are also losing opportunities to drive traffic to their website, promote their products or services, and increase conversions.
Social media algorithms are designed to show users the most relevant and recent content.
When a business’s social media account is rarely used, its posts are less likely to be seen by its followers and the general public. The business misses out on the opportunity to reach a wider audience and increase its visibility.
This negatively impacts the growth of their social media following and ultimately brand recognition.
Consider that your competition is probably active on social media, and you can imagine the compounded cost this can be to the bottom line.
A rarely used social media account can give off the impression that a business is outdated and not up-to-date with current trends.
Social media is a dynamic and ever-changing space, and businesses must be active and present to stay relevant.
If a business has an inactive social media account, it can lead to a stale image and a lack of trust from its followers and potential customers.
According to AdWeek, 56% of consumers say that the primary reason they follow brands on social media is to stay up-to-date on promotions and new products.
Think of social media as a communications tool. If you stop communicating, your customers and potential customers are going to wonder and make up their own conclusions about your business.
Reduced Customer Engagement
Customers today expect businesses to be active and responsive on social media.
If your accounts are rarely used, it can lead to a reduction in customer engagement.
Customers may not see their posts or feel motivated to engage with the business because of the lack of activity on their social media accounts. They may feel that the business doesn’t care about customer communication or their own image. Have you ever sent an email and didn’t get a response? That is how not updating social media accounts looks to users.
This can lead to a loss of customer loyalty and customer satisfaction.
Why Social Media Accounts Go Dark
You can read a detailed post here about the various reasons for inactivity on social media accounts. However, the number one reason we have heard is that the people in charge of the account don’t think they have anything to post about.
We get it. You start off all excited and post daily about everything. Then you go a week between posts. Then a month goes by. Then longer.
Your customers notice this. They might start questioning things. Bottom line – nothing good comes from a lack of updates.
Consider getting a social media management tool that allows you to schedule your posts months in advance. Also, check out the pre-made social media content options to help you easily add content to your account and avoid gaps in posts. You’ll be glad you did.
Having a rarely used social media account can have significant consequences for your business. Missed opportunities, decreased visibility, and reduced customer engagement, it is crucial for businesses to maintain an active and present social media presence.
Post regularly and engage with your audience. Your business can build brand awareness, increase conversions, and ultimately, grow as it should. If you’re struggling to maintain your presence on social media, consider using a content calendar or pre-made social media posts from a reputable company.