I have to confess, spring is my favorite time of year. I’m a sucker for colorful blossoms as flower bulbs emerge from the ground, trees bloom and the weather warms up. All the signs point to new life when nature’s cycle comes full circle.
As comforting as I find this annual rhythm, life in social media moves at a much faster pace. As a result, regular maintenance is required to keep the cobwebs out of your digital branding efforts, especially in your social media efforts.
Here are a few quick spring cleaning tips to keep your B2B brand in tip-top shape.
1) Polish Those Company Profiles
It’s easy for social media profiles to spread like weeds if you’re not careful. Take stock of all the online profiles for your business-to-business brand and make sure your images, messaging and positioning are up to date.
This is especially important if your business has evolved over the past year (and who’s hasn’t?) or if you never got around to updating when Twitter, Google, LinkedIn and Facebook changed their profile image sizes and page layouts.
2) Dust off – or Discard – Outdated Accounts
While you are taking inventory of your social account profiles, you may find some that just don’t belong with your brand anymore. Do you have multiple brands, different divisions or lots of employees involved in social media?
If you have accounts that no longer fit your social media strategy – or that were created by past employees – take them down so they don’t dilute your brand.
3) Clean Up Your Curation
If you curate content from a variety of sources, it makes sense to check and be sure you’re still using viable sources. Do they continue to compliment your brand and add value? It might be time to prune some content sources and cultivate new ones.
4) Clean the Content Closet
As you are reflecting on your content strategy, you may find some great content hiding under the desk or in an old file. Don’t let it waste away!
Pull it out, brush it up and share it in new ways. Maybe you have blogs to make an ebook, posts you can turn into a Twitter stream, or slides you can share via Pinterest.
5) Weed It Out
If your company has been active in social media for a while, you probably have some content out there that has passed its prime. Instead of hanging on to last season’s fashions, consider tossing materials that are no longer relevant or don’t fit your brand.
Prime candidates include ancient YouTube videos for products you no longer sell, SlideShare presentations for old campaigns, or other social media dust bunnies that need to be shown the door.
Fresh Feels Good!
I know spring cleaning can seem like a pain and it’s easy to find other things to do. On the up side, it can also be quite therapeutic. Once your business is free from the weight of all that dust and detritus, you’ll discover much more space for creating social media promotions that really build your B2B brand.
Take a week to clean house, then reward yourself with a few new tools and social media tricks. The fresh perspective you gain will give you momentum, and success smells great!