Remember the old commercials for those rotisserie ovens, where the catchphrase was to simply “set it and forget it?” Well, some folks still seem to have the “set it and forget it” mentality when it comes to marketing their brand through social media.
You know what I’m talking about. How many blogs have you seen with just one post from six months ago? How many Twitter profiles have you stumbled upon that haven’t been updated in years? How many business websites have you visited that still link to their MySpace page?
Just having that stuff won’t get you more business. In fact, it ends up hurting your business in the long run, since it makes you look out of touch with technology.
So then, why do companies still spend hundreds or even thousands of dollars having their social media profiles and blogs set up and optimized if they never plan on using them at all?
Personally, I think this has to do with the business mindset that if our competitor is doing it, we better jump on the bandwagon too, even if we don’t exactly understand what “it” is.
Social media isn’t just something you can “do” once and be done with. On the contrary, it is a living, breathing, active part of your business strategy that needs daily attention.
Yes, I know that sounds daunting, but believe me when I tell you that just about every minute you invest into your social media campaign will come back to you with dividends in one way or another. Brands all over the world have proven this time and again.
So if you’re engaging through your social media channels and posting fresh content on your blog on a regular basis, that’s great. However, if you haven’t updated anything in a while, you should really step back and figure out what happened and how you can be more consistent.
At the end of the day, consistency is one of the most important values for a brand to have and consistency has pretty much become expected within the realm of social media marketing. That’s my argument and I’m sticking to it.